7 Email Marketing Tips from Industry Pros

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Email marketing is a great way to promote your business. However, it’s important to keep your audience engaged with relevant content that provides value to them.

Start by personalizing your emails. Subject lines are the first thing your customers will see and a personal touch can increase your open rates. Try using humor, a question or a teaser to catch their attention.

Know Your Audience

Knowing your audience is essential for successful email marketing. It allows you to create content that is more relevant to their needs and wants, which in turn increases engagement and conversions.

One of the best ways to learn about your audience is to look at your existing subscribers. Examine their purchase histories, and see how they interact with your company through social media. You can also look at their demographics, such as age and location.

By analyzing these characteristics, you can segment your existing subscribers into highly relevant groups. For example, a business may want to group together subscribers who have purchased the same product and send them a personalized email offering tips on how to get the most out of their new purchase.

You can also take a look at your competitors to see how they target their audiences. Look for common traits such as interests and demographics, and use this information to create your own customer personas. For example, you can find out what time of day is most popular for your subscribers to open emails by observing how your competitors are timing their campaigns. This information can then help you determine when your own emails should be sent out to ensure maximum engagement.

Create Relevant Content

In the email world, content is everything. It’s what drives people to open the email, read it, and take action. When writing the content for your email keep in mind that email marketing is a lot more personal than billboards. Email recipients want to feel valued and understood, which is why it’s so important to create emails that are relevant to their interests.

Using segmentation to tailor your emails to specific groups of recipients can help you create more relevant content. You can do this by analyzing the data from your website, such as the items customers have purchased or the content they’ve clicked on. This information can be used to create more relevant content that will make your audience feel appreciated and understood, which in turn will increase engagement and conversions.

Another tip when creating email content is to use a tone and style that is consistent with your overall branding and marketing strategy. It’s also a good idea to avoid all-cap letters because they can be interpreted as spam and may decrease your email open rates. Lastly, be sure to keep your content short and concise. Including links to webpages where they can find more details is an effective way to keep your audience interested without overwhelming them.

Keep It Short & Concise

Email marketing is an incredibly effective way to engage and attract new customers, as well as boost sales for existing ones. However, if your emails aren’t reaching your target audience, your efforts will be for naught.

Make sure your email deliverability is up to par by crafting a compelling subject line and using enticing email content that clearly conveys the offer you’re making. Adding a sense of urgency to your email content will also help to increase engagement. In addition, avoid email language that looks like spam to prevent your messages from being filtered out of your subscriber’s inboxes.

Your email content should be short and concise, since most people read their emails on the go. Keeping your messages short will allow you to share more information in less time, while also improving readability and increasing your email open rates.

Always ask for permission before sending out any emails, and be sure to only email those who have opted in to your list. Additionally, make it clear that they can unsubscribe from your emails at any time. This will keep your subscribers happy and ensure that your emails aren’t getting filtered out of their inboxes.

Use a Call-to-Action

Once you’ve enticed your audience to open your email, you need to entice them to click. This is the job of your call-to-action, or CTA. The right email call-to-action will take the reader from your initial message to your website, where the conversion happens.

Your CTA should be eye-catching and easy to find, and it should be located close to the top of your email copy. Avoid using generic CTAs like “Click here,” instead focusing on the benefit of clicking (i.e., how they will benefit from the product or service you are offering).

Make sure to use compelling text and large buttons for your email CTAs. The text should be bold enough to stand out from the rest of the email, but not so bold as to be considered obnoxious or distracting. Also, use words that are action-oriented like “get,” “try,” and “read” to entice readers.

Finally, don’t overdo it with email. It’s best to send emails frequently, but not so frequently that they overwhelm the inbox and cause subscribers to unsubscribe. In addition, make sure that your email messages are consistent with your website design and brand messaging. This will ensure that your emails are a seamless part of the customer’s journey with your company.

Don’t Overdo It

There’s a fine line between sending emails frequently enough to keep subscribers engaged and bombarding their inboxes with irrelevant content. Oftentimes, overdoing it will result in unsubscribes and missed opportunities to engage with your brand. If you’re new to email marketing, start by sending your newsletter once a week to avoid overwhelming your audience. You can gradually increase your frequency and gain more actionable metrics as you go.

It’s also important to make sure that the content you’re sending to your subscribers aligns with your branding and website messaging. This will help ensure that your emails aren’t viewed as spam and can make it easier for recipients to identify your brand on the web.

Finally, it’s essential to remember that emails are a form of communication, not an advertisement. Make sure that your subject lines aren’t overly promotional or clickbait-y, as this will likely turn off your recipients. Rather, aim to create engaging and informative subject lines that reflect the content of your newsletter.

Don’t Over-Saturate Your Emails

When it comes to email marketing, you don’t want to overdo it. Over-saturating your subscriber base will cause them to stop opening and interacting with your emails, ultimately leading to a lack of engagement. Think of your audience as individual Goldilocks – you don’t want to be too cold (disengaged) or too hot (over-saturated). You need to find that sweet spot where your subscribers are engaged, but not so engaged that they are feeling burned out by the amount of emails you are sending them.

A great way to avoid over-saturating your audience is to personalize your emails. This can be done in a variety of ways, such as including the recipient’s name in the subject line, or by using behavior-triggered emails that are sent based on how they interact with your products or services, marketing email inspiration can also come in handy with this stuff.

Additionally, it is important to be consistent in your messaging and use powerful language that will entice people to open and read your content. Lastly, remember to always include pre-header text and ALT text for images. This will help ensure that your message is conveyed even if the image doesn’t load, and will also allow people with visual impairments to access your content.

Don’t Be Afraid to Test

With emails being sent out at a staggering rate of 300 billion per day, it can be hard to stand out. It’s important to be brave enough to test new strategies and tactics to see what works for your audience. Whether it’s a different subject line, a different CTA language or button color, or even a more dynamic image, the results may surprise you.

A good place to start is by testing the frequency of your email. While consistency is key, sending too often can actually make it harder for potential customers to read your content. We recommend starting with weekly, and gradually increasing the frequency.

Another aspect to test is the “from address.” The name that appears in the from field can have a huge impact on whether or not a customer opens an email. Try to avoid using names that aren’t associated with your brand, or stale, overused terms like “free” or “discount.” Test the different ways in which your email from address is displayed and see what makes an impression on your readers.