Email marketing is a powerful tool for brands of all sizes, serving as a direct line of communication between the business and the customer. However, like any marketing strategy, it can be complex, and certain elements often get overlooked. Here are seven of those areas that deserve more attention in your email marketing strategy.
1. Personalisation beyond the first name
We’ve all received emails that greet us by our first name. While it’s a nice touch, personalisation can go much further. Personalising emails based on previous interactions, customer preferences, and buying behaviour can significantly increase engagement. For example, if a customer has recently bought a camera, an email about photography accessories would be more relevant than a generic promotional email.
2. The importance of preview text
The preview, or preheader, text is the snippet of content that appears next to or below the subject line in an email inbox. Despite its prominence, it’s often overlooked or underutilised. A good preheader text acts as a continuation of the subject line, providing a little more detail to entice the recipient to open the email.
3. Consistency in sending frequency
While it’s important not to bombard your subscribers with too many emails, it’s equally crucial to maintain a regular communication rhythm. If you’re inconsistent with your email frequency, you risk losing your audience’s attention or even being forgotten. Be consistent, but always prioritise quality over quantity.
4. The power of A/B testing
Often, businesses will send out an email and hope for the best. But how do you know if your subject line, design, or call to action is effective? That’s where A/B testing comes in.
By sending two versions of an email to a small segment of your audience, you can see which one performs better and use that information to improve future emails.
5. Mobile optimisation is crucial
More than half of all emails are opened on mobile devices. If your emails aren’t optimised for mobile viewing, they may not display correctly, and your message could be lost. Ensuring that your emails look great on all devices is an often overlooked but essential part of email marketing.
6. The value of segmentation
Not all customers are the same, so why send them the same email? Segmentation allows you to divide your email list into different groups based on their preferences, behaviour, or demographics. This way, you can tailor your content to specific segments, making your emails more relevant and effective.
7. Respecting the unsubscribe process
While it can be disappointing when someone decides to unsubscribe from your emails, respecting their decision is critical. Make the unsubscribe process simple and immediate. Not only is this a legal requirement in many areas, but it also helps maintain your brand’s reputation.
Each of these often-overlooked areas can significantly impact the success of your email marketing efforts. By giving them the attention they deserve, you can ensure that your emails are effective, engaging, and beneficial to both your business and your subscribers.