Here are 8 tips for improving the quality of your email marketing to encourage readers not only to open your emails, but to engage with your content and click through to your site. If you don’t, use language that makes the conversation feel as if it’s 1:1 by addressing the recipient in second person. Try segmenting out your email list so that recipients will only get content that is relevant for them. Test, test and test again In relation to the previous point – make sure you test all emails before sending! AB testing is a great option for testing two different versions of your emails. There are lots of different things you can do with AB testing, like experimenting with subject lines, email content, CTA buttons, images and overall design. Overall the most important thing is that it gets your reader’s attention and interests them enough to open the email. To ensure that your content reaches and stays in the inbox instead of the trash or spam folder, it’s important to follow some email marketing etiquette. Make sure that you include an unsubscribe option in your emails that is both easy to find and to execute. Provide a valid reply-to address that will actually be monitored, so that if people want to get in touch with you, they can do so.
If you aren’t effectively using email marketing as a channel for your content, you’re missing out.
Email marketing, the potential of which is often overlooked, is actually rated as the most successful content marketing channel by Australian marketers. The 2017 Content Marketing Institute report revealed that 92% of Australian marketers use email to distribute content, with a whopping 95% saying it is the most important channel for their overall content marketing success.
While social media is often the more attractive option, there’s no guarantee that your followers will see your posts. Changes to algorithms can restrict your ability to reach your followers, and these days unless you’re willing to pay for your social promotion there’s a good chance it won’t generate that much traffic or engagement.
Email, however, goes directly to people’s inboxes. These people are already connected to you so you have a much warmer connection than what you would have with people through paid promotion. Yes, they could simply choose to delete and not open your email, but it does get your content right in front of their eyeballs.
Here are 8 tips for improving the quality of your email marketing to encourage readers not only to open your emails, but to engage with your content and click through to your site.
1. Include CTAs
We want to provide our audience with as much useful and relevant content as possible, but our main goal is to direct them to a certain action.
If your emails are lacking direction to a certain goal then you are missing out on opportunities for conversions.
Make sure you include call to action (CTA) buttons at relevant sections of your emails to guide your readers toward your desired conversion – whether that be downloading a whitepaper, requesting a demo or registering for a webinar.
2. Great user experience (UX)
When designing your email, ask yourself if you would find it engaging. If it’s lacking in the looks department it may not get more than a glance from your readers.
Great user experience encourages people to stay on the page and engage with your content. Take into account the look and feel of your email, as well as how easy it is to navigate around it. Be sure to test how the email appears on a number of different devices, so that mobile users will have just a good experience as desktop users.
3. Personalise
Write your email as if it’s meant for just one recipient. Mass emails often lack personalisation, which is the one thing that could help them stand out from the crowd.
If you have marketing automation software, use tokens that will pull the name of each subscriber to give your email that human touch. If you don’t, use language that makes the conversation feel as if it’s 1:1 by addressing the recipient in second person. For example, ‘We saw that you are interested in product X so wanted to…
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