Email is still a powerful marketing tool, and it's unmatched in terms of its ability to build trust between your customers. You can use it to get important feedback, announce new features, keep your customers coming back, and so much more. But with billions of emails daily, you need to make every effort to stand out from the crowd and meet your desired marketing goals.
Through this article, we will give you 13 email marketing tips for multiple ways to drive good results from your marketing campaign. We are going to start with the fundamentals and move forward.
13 email marketing tips for better-performing campaigns
Email marketing best practices are mostly the same, but the ways to implement them keep evolving as the world around us changes. Below is a list of true email marketing tips that are based on recent studies, in 2021 digital marketing goals, and the more advanced tools we have at our dumping. These tips will work for both B2C and B2B email marketing.
1. Segment your subscriber database
Email can be used for various marketing campaigns: welcoming new customers, guiding them through, announcing feature releases, sharing special promotions and more. To benefit from these strategies, segment your list.
There are so many other ways in which you can segment, but the mains are:
- Demographics: Use your registered CRM to organize a list of emails according to a specific area.
- Engagement: You may need to re-send a second, different email to your customers who didn’t open your previous one.
- Stage of the customer journey: create new offers for your customers.
- Source: This is going to form on your website from which they will fill out the information to give you their contact info.
To make this easy, you need to set up a rule and conditions in an automated email system.
2. Personalize your messages
as stated by research by Janrain and Blue Research, 96% of consumer's reports they received are misleading information or promotions, such as:
- Content that shows they need to learn the customer.
- Needs to be corrected about general information about the customer.
- The same research found that 68% of customers automatically delete emails that might contain these types of mistakes, and 54% unsubscribe from the sender.
In contrast, personalizing email can bring about the following benefits:
- First, you can personalize subject lines that generate up to 50% higher open rates.
- Personalized emails have a return of 122% investment.
- Birthday emails will generate 342% more per open email rate than regular promotions.
- Use advance forms to collect your customer's email addresses with a few additional features which can provide you with the information you want to personalize.
- You need to use an email lookup tool for a smaller customer database to get general information about your desired customer, like their name, company, server location, and social media profiles.
3. Optimize for mobile
A poor mobile experience reduces the likelihood of users working with a company by 52%, and 53% said they will leave a site that doesn't load within three seconds. Since 70% of emails are received on a mobile device, and your CTA links all go back to your site, making your mobile experience is crucial.
Here’s what mobile-optimized looks like:
- All your relevant text will be read from a single screen without panning over.
- Your email and landing file will load quickly.
- There will be clear, tappable buttons.
4. Reengage inactive subscribers
While it is important to acquire new customers, remember your existing ones! Often, you can reengage a customer or a reader with a good offer and a good copy. You need to look back at your data to see what content they will be engaged with before and send a new, improved version. Or offer a good discount!
5. Usein A/B testing to identify the perfect email
Use A/B tests to learn how subscribers respond to different versions of your email. Test subject lines, body copy, layout, CTA language or button colour, images, and more.
Experiment with A/B testing to learn even more about your subscribers. Test subject lines, body copy, layout and colour of buttons, images and more. Only changing one thing at a time will make you draw a clear conclusion.
For example, if you are going to promote a free guide about how to drive traffic to your site, here are some subject line variations:
6. Set up trigger emails to prevent missed opportunities
An alarming email will automatically be sent out after a customer takes a certain action. These emails have a 70.5% higher open rate than others because you reach your customers when engaged. For example, you might send the following:
- An alarming email shortly after the customer abandons their cart.
- A feedback request will receive after they complete an order.
- An order request shortly after they purchase.
7. Nurture leads to customers
The decision is more complex for big-ticket purchases, such as a new car or mortgage payment, and for B2B marketing. You must research the customer's needs, gather information about their past purchasing behaviour, and test your offers before sending a single nurturing email.
For example, your series might look like this:
A person will subscribe to your list and get a welcome email. Subsequent emails ask them to:
- Download a pocket guide
- Download an ebook
- Attend a webinar
- Read a case study
- Book a consultation
The content you provide is high-quality and useful, and each "ask" is only a small increase from its preceding one. By the time you ask them to book a consultation, they'll be likely to do it! Nurturing is a must-have for any lead-generation process.
8. Use emotion to connect
Every pain point and desire for customers comes with an emotion. If you're an accountant, your audience wants to stop feeling fearful about not getting their taxes done on time; they want to feel peace of mind that they'll get the highest return. If you're working in an analytics platform, your audience needs to stop stressing over-reporting; they want to feel less nervous when presenting to their boss. Email is a great platform for marketing with emotion, especially when you can feed specific readers and experiment with them by using A/B testing.
9. Showcase your values
Today’s customers demand more from a company than they did in the past. They want to give their dollars to companies that align with their core values and who treat them as more than just a source of revenue generation. They are also seeking greater transparency and vulnerability.
You will showcase your values in different ways:
- Directly call them out: “At Flockjay, no one will fly solo. This is one of our core values, and that includes you. With our new service centre, you'll have human help at your fingertips 24/7…."
- Share your goals in your social responsibility objectives, like how much money your product has saved this year and how much of your money is donated to an organization you are supporting.
- Close off with a quote in each email that speaks to your customers.
10. Tell a story
Stories are memorable and compelling. Here are some ways to use storytelling to improve your email marketing results:
- Tell a story about how your latest product or service came to be and how it is different from the competition. Readers will appreciate the end result and be reminded of why your offerings are top-quality.
- Share a small version of your story, and then link to the full version of your story for more details.
- You could start with a customer-centred problem statement (P-A-S formula), end with impressive (quantifiable) results, and finish by asking customers to find out how your company got results.
- Sleeknote provides a great example of using a primer in an email marketing campaign (although we recommend removing all line breaks for better readability).
11. Find the right email sending time
In general, the best time to send marketing emails is:
- During the day
- On a weekday
- Not on Monday
- Mid of a week
However, these are some important benchmarks that might differ from your particular customers' needs. As remote working becomes more common due to the pandemic, people's schedules have changed, so reassessing is a good idea. Run A/B tests, and you use your data to find peak times to send your custom marketing email.
12. Use dynamic content
Dynamic email content allows you to personalize your marketing efforts by automatically matching the content of your email to reader criteria such as gender, geographic location, purchasing patterns, or behaviour on your site.
Another example of a dynamic content feature that includes a countdown in which your email or a live feed from your social channels.
13. Try out plain text emails
Plain text emails are no longer confined to lawyers and accountants; they're more popular now than ever. People like plain text emails because they're easier to read on smartphones, smartwatches and voice-assisted devices; they also travel smoothly through spam, security and privacy filters.
Plain text emails are as popular as ever as more people understand that they look good on smartphones and voice-assisted devices, and they travel smoother through any spam, security and privacy filters.
You can use these email marketing tips to hit your goals.
Email marketing can advertise a new product and create a memorable customer experience, turn emails into customers, can build your brand identity, and will connect a deeper level with your customers. Use these tips to maximize the results of your campaigns:
- Personalize your messaging.
- Optimize for mobile.
- Reengage inactive subscribers.
- You can use A/B testing to identify the perfect email.
- Set up trigger emails to ensure opportunities are noticed.
- Nurture subscribers into customers.
- Use emotion in your email copy.
- Showcase your values.
- Tell a story.
- Find the right sending time.
- Try out dynamic content.
- Give plain text emails a try.