Email marketing can be one of the most low-cost, effective marketing strategies, if used correctly. We’ve summarised our top tips for success below:
- Maintain your customer data
Arguably the most important factor when it comes to email marketing, let alone the legal impact to ensure your business is managing email opt-ins correctly and complying with GDPR. Email marketing will be pointless all together if you’re targeting the wrong audience, or find your bounce rate starts to increase if your data isn’t being maintained – remember, if you’re targeting other businesses, staff move on, so it’s important you’re keeping on top of your contacts.
- Plan your content
A content strategy will ensure your messaging is clear and aligned across all of your channels, such as blog, social and email. By planning, you’ll have a better chance of having a regular stream of content and therefore higher engagement, but your content must be relevant to your audience.
- Clear Call To Action
It’s all very well getting your audience to open your emails, but what’s next? If you’re using email marketing, then the likelihood is that you want your audience to do something, whether that’s clicking through to learn more, or encouraging them to complete a contact form. Either way, make sure what you want them to do is clear throughout and it’s obvious where they need to click.
- Personalise your emails
This only works if you’ve followed step 1 (maintain your data) and is easy to personalise your emails with your contacts name. Check out your email marketing provider to find out how. But you can go a step or two further, such as automating your emails based on your customers’ behaviour, for example, maybe they’ve abandoned their online basket or they haven’t made that regular monthly order. Email targeting can be very effective, but usually only works if your email marketing is connected with your CRM and sales software so it can be automated, otherwise it can be very manual.
- A/B Test
Like all marketing, you need to be able to test and evaluate your activity. Email marketing can be a great tool to do this, particularly with A/B testing. Most email marketing platforms provide this tool and can be as basic as testing two subject lines. This usually works in a throttling technique where your platform will send out your email with both subject lines over a longer period of time and will favour the most engaged subject line. By the time your email campaign has been sent to all of your target audience you’ll know which subject line has the best opening rate.
If you’re looking to start email marketing or refresh your current strategy, then Juno can help. Complete our contact form below or find out more about our services here.
