7 Email Marketing Tips You May Not (But Should) Know
And since the field of marketing is constantly changing, if you want to stay on top of your game, you should continuously learn about the latest trends.
Naturally, this applies to email marketing, as well.
There are always some new tips that you should know and new things to learn about various aspects of email marketing, starting from list building and copywriting to personalisation.
So, let’s take a look at some email marketing tips you may not have heard of before. But, that doesn’t mean that you should miss this chance to check them out.
1 — Double Opens Strategy
Double opens strategy is something that not many marketers have heard of. In short, the goal of this strategy is to make more of your subscribers open your emails.
When you finish reading this tip, you will wish you knew about this strategy before you decided to create an email newsletter.
The best bit about this strategy is that it is quite simple. You need to resend the same email to the subscribers who did not open your initial email. However, you need to change the subject line.
It may be obvious, but it works.
It is way harder to attract new subscribers than re-engage the current ones, and that is why you should do your best to keep your current subscribers opening those messages.
However, before you start sending out the same emails again, you should take a look at the tips below:
- Try your luck with better subject lines to grab the attention of the recipient right away.
- Pay attention to the time when you send your emails.
- Optimise the pre-header text.
- Do not send the second email immediately. Instead, wait from 3 to 5 days before the re-engagement email.
If you still think that this strategy seems ridiculous, you will be surprised to learn that it does work. After all, the average open rate for emails stands below 20%. So, it might be worth a second try.
2 — Devote some thinking time to your pre-header
Not many people realise that pre-header text matters too. But actually, it’s quite simple.
The more enticing your pre-header text is, the better your open rates will be.
That is why you need to write short but meaningful pre-header text to entice and engage your recipients.
This is your first chance to engage a customer. Make sure you do it right.
Many marketers neglect this space since they believe that recipients don’t look at it.
However, that is entirely wrong. Besides the sender’s name, that is the first thing they see.
Your pre-header text needs to complement or supplement the subject line; it needs to add info and thus grab the reader’s attention more easily.
However, don’t push it too much.
Some businesses often write a pre-header that is too good to be true. In other words, it is quite catchy, but the info isn’t accurate. It would be best if you never did that.
Writing misleading subject lines, pre-header, and content, in general, can only tarnish your reputation.
3 — Build a long list of subscribers
This one may sound too obvious, but once you start building your subscribers’ list, don’t stop.
Even if you already have a long list of emails for clients and potential prospects, do not stop adding more of them.
Many tools can help you along the way. A platform like Mailchimp is excellent if you want to make it easy for people to subscribe to and unsubscribe from your list.
There are even templates online that you can use when tailoring your messages if you don’t feel creative enough.
Therefore, it’s best to introduce a subscription form on your website and thus find a way to grow your list regularly.
And, once you see that more and more people are subscribing, invest efforts in crafting the best and most powerful messages.
And, it is worth noting that some of today’s most successful email marketing programs are using fascinating subscriber referral programs.
By using these programs, you can encourage your loyal subscribers to invite contacts from their address books, which can make their lives a lot easier.
Also, to return the favour, you can offer small gifts like coffee mugs and t-shirts to show that you appreciate their efforts.
4 — Do split tests
A/B split testing is one of the best email marketing tips you can get.
It is an excellent method that will help you eliminate the guesswork from your email marketing campaign, and it will also give you a roadmap of what changes you need to make.
The name itself may sound complicated, but the concept isn’t complex at all.
The goal here is to split your email audience into multiple segments or groups, and then figure out which version of your email gives the best results in terms of conversions.
The best thing about this strategy is that it works with different types of emails.
So, test out different versions of your emails, and you will be able to perfect your overall campaign eventually and ultimately achieve the best possible results.
With split testing, you get three huge benefits that can help your campaign:
- the increase in open rates when you find the right subject line
- CTR improvement when you test and change your email copy
- a better understanding of what your audience wants
Finally, it would help if you split test anything you can within your email.
For instance, you should check the opening of your email or the CTA to see what kind of response each version generates.
Also, do not forget to test the subject line, day of the week, and the time of day when you send your emails.
5 — The content of your emails needs to be valuable
Just like with any other kind of content, your emails need to provide additional value to your subscribers.
If your emails don’t offer value, the chances are that you will get ignored. And naturally, that can negatively affect your open rates.
Be consistent when providing useful content in your messages since that is the key to getting your emails read again and again.
So, send out emails with useful content. However, do not expect that every subscriber is going to become your customer.
Just make sure that your emails have a healthy mix of quality content, promotions, and offers.
Also, make sure that your prospects who have specifically requested to learn about your new product launches or new services receive relevant promotional content.
Gain a good understanding of what your audience likes and what your audience doesn’t like. That is the only way to hit the sweet spot and provide content that will generate sales.
In conclusion, do not compromise on value when sending emails. True, many businesses do that, but it is a practice you should avoid altogether.
When you provide value in your emails, you are building trust between your brand and your subscribers.
Besides, it is common knowledge that trust is a prerequisite for higher conversion rates.
6 — Prioritise engagement
Never forget that your emails need to be engaging. Engagement needs to be prioritised before other goals.
This is usually a problem when people forget how vital an engaging email is since the vast majority of them only think about revenue. To be precise, the only goal in most cases is to boost sales.
However, that should be the ultimate result. You cannot forget all the other aspects because of that.
Keep your focus on engaging your customers since that is the only way to build a relationship with them successfully.
People do not subscribe to your mailing list because they only want to buy something from you. They mainly do that to learn more about you and your business.
So, give them what they want. It’s fair to say that they are interested in your products too. But, that is not the only thing they are curious about.
7 — Pay attention to frequency
It is safe to say that overdoing some things can only bring bad results. And, that is the case with email messaging too.
If you overdo email marketing, you will end up with frustrated customers.
For instance, how would you feel if you subscribed to a mailing list and that company started sending you one or two emails a day? It doesn’t sound good, right?
Well, that is why you need to avoid this practice. If you clutter your subscribers’ inboxes with your messages every day, they will most probably unsubscribe.
One way to figure out when enough is enough, is through frequency capping. With frequency capping, you can limit the number of messages your audience will receive over a specified period.
You need to set a desired number of messages, and that’s it. You have just successfully avoided overcrowding the inboxes of your subscribers with your promotional messages.
Is there any email marketing tips we missed? Let us know in the comments below.
Originally published at https://inkbotdesign.com on November 15, 2019.