If you want to know if direct email marketing is worth your time and effort, the short answer is yes. Despite the variety of alternative social media platforms currently available to promote your message, email marketing remains one of the most effective ways to communicate with your customers and increase your business.
We know what you might be thinking. How can a digital marketing strategy that’s been around for decades stand the test of time? And more importantly, what strategies can you employ to make sure your emails deliver a solid return on investment? Given the rapid advancements in digital marketing best practice, it’s an understandable question.
So to help your emails attract more clicks that lead to tangible results, we found you the 7 most effective email marketing strategies of 2019.
Add a human touch.
Remember that behind every customer persona is an actual person. Seems obvious, but a lot of businesses fail to appreciate the importance of personalisation. If you want your email to be read and your call to action to be, well, actioned, it’s important to add a human touch to your otherwise automated message. The contemporary consumer is an incredibly discerning creature, so be sure to treat them as you would like to be treated. Top tips include personalising your subject lines with the recipient’s first name, and sending celebratory messages on special occasions such as birthdays.
Think of your subject lines are lures.
According to WebFX, 33% percent of people decide whether to open emails based on the subject line alone. Considering how unappealing boring subject lines can be, this statistic makes a lot of sense. To avoid your customers binning your email before they’ve read your content, it’s crucial to create subject lines that pique your customer’s curiosity. For best results keep subject lines short and sweet, use your customer’s name where possible, and entice your audience with a little mystery, e.g. This is the only thing you’ll need for Winter.
Don’t be afraid of Emojis.
As silly as they may seem in theory, adding emojis to subject lines has been known to increase open rates. There are hundreds of emojis to choose from ranging from silly and fun (flamingo lady, laughing cat) to conservative and professional (books, thumb tac, graphs). When using emojis it is important to consider the tone of your message and choose wisely. It is also important to note that not all emojis show up on certain devices. Do some so research before sending out your email about what emojis work with what email clients and devices.
Don’t forget to optimise your emails for mobile devices.
If your email can’t be easily read on a mobile device, there’s a good chance it won’t be read at all. Between meetings, deadlines and trying to find time for lunch most modern workers check their emails on the go, frequently scrolling through their inboxes on their iPads or mobile phones. This is why it’s crucial to ensure that your emails are mobile optimised. Because we all know how frustrating it feels to open a message that won’t fit properly on your screen.
Give your clients somewhere satisfying to land.
Never include a click through that clicks through to an anti-climax. Whether your email is offering your client a limited edition product, a special offer, or an incredibly insightful blog post, make sure each appropriate button delivers on its promise. Nobody wants to follow the ‘Read more’ button to an incorrectly linked, barren digital landscape. So make sure your website, blog page or shopping platform is primed and ready for the traffic your email will be sending through.
Segment your subscribers.
There’s no point sending an email to someone who won’t want to read it. To avoid doing so, it’s important to sort your database of subscribers into segments that make the most sense. Once you’ve collected relevant data about your customers via sign-up form, you can use this information to create a range of diverse client email lists. If you don’t know where to start when it comes to subscriber segmentation, you could start by sorting your clients according to the following:
- Interests in certain products/services
- Purchasing habits
Mind your tone.
Content marketing 101: make sure everybody in your business knows your tone of voice, and stick to it in every email message. When your customer hears from your brand the goal is to make it feel like they’re hearing from somebody they know. For this reason, it’s important to adopt and adhere to a tone that best reflects who you are and what you represent. Applying this tone across the board—on every web page, in every email, and alongside every social media post—will affirm your philosophy and boost your brand’s credibility, helping you to build stronger relationships with your clientele.
Need a hand nailing your next direct email marketing campaign? From conception and design to putting the message out there, we’re always ready to help you tell your brand’s story. Contact us online or call 1300 76 2327 today.