10 Secrets To Improving Your Email Marketing

10 Secrets To Improving Your Email Marketing

Do you send email campaigns out to your customers and wonder why they receive little or no response? Do you know how many of your customers are actually opening your emails?

We all receive emails on a daily basis that we instantly delete or ignore altogether. If this is happening to your email campaigns, you need to find out why! Maybe your emails aren’t engaging with your customers, or perhaps the subject line isn’t enticing them to actually open your message.

Email marketing can be an incredibly powerful tool for getting messages directly to your target audience. It can also strengthen your relationship with your customers and keep you at the forefront of their minds. So, with that in mind, let’s take a look at how you can improve your email marketing.

Build Your Subscriber List

You might already have a healthy list of subscribers, but you should never stop adding to it. Make sure your list is always growing by encouraging people to sign up to your newsletters via your website and social media channels.

Newsletter subscription form example.

Sign up forms should be placed on your home page, blog, or anywhere else you can fit them as long as they don’t detract from more important content.

Make It Personal

Adding a personal element to your emails can help build rapport and strengthen your relationship with your subscribers. Most email marketing tools allow you to personalise your emails with the recipient’s name. Make use of this feature and establish that connection with your audience.

Vrewards Birthday Email Campaign

Keep Emails Out Of Spam Folders

To keep your email campaigns out of the Spam folder, always make sure your subscribers have opted in to receive communication from you so that your emails aren’t breaching any regulations.

Beyond that, avoid using upper case unnecessarily, too many exclamation marks, or poorly formatted HTML.

Remember that every email filter can be different and messages that might be flagged by one provider might still reach another.

If you want to find out more information on how spam filters work and the best ways to avoid them, check out this guide on how to avoid spam filters.

Keep Your Emails Clean

We don’t mean to assume you’re sending out emails filled with profanity, but we do want you to be careful so as to not overwhelm your subscribers with an email campaign that is littered with information that is of no real use to them.

If a subscriber has opened an email because the subject line has piqued their interest, you want to keep and develop that level of interest.

Use short paragraphs and ensure key words relevant to your customers stand out. Similarly, try using bullet points to help people skim the content and take in vital pieces of information.

Use imagery sparingly, remembering that images should illustrate your intended message rather than be a content filler.

Most email clients don’t load images by default, so make sure you can get our message across without the use of images!

Include Links and Calls To Action

The aim of most email marketing campaigns is to increase traffic to a website or a specific page. No clicks mean no customers, it really is as simple as that.

Always try to use obvious, clear, and concise buttons with text that encourages the subscriber to take an action (e.g. “Find out more” or “Download now”).

Calls to action should be written as exactly that, an action. The more exciting the action you describe, the more enticing it may be for your subscribers.

Email campaign "call to action" example
“Call to Action” example.

Make It Easy To Unsubscribe

It may seem like a puzzling tip to put out there but if a user wants to remove their name from your subscriber list and can’t find an easy way to do so, you run the risk of them flagging your emails as spam which may cause you problems in the future.

You may not know this, but under Australian law you must include an option to unsubscribe. Learn more about your obligations.

Email marketing works on reputation (and can affect your domain name reputation), don’t ruin yours in the name of maintaining list numbers!

Make Email Campaigns Mobile Friendly

Think of the first thing you do when you wake up in the morning.. as much as we’d all like to say something other than “check my phone”, it’s not true is it?

Take advantage of the fact that over 60% of emails are opened on a mobile device and optimise your campaigns for viewing on those devices.

Test, Test and Test Again

Never send anything to your subscribers without ensuring everything is working correctly.

Double-check that your campaign looks the way you want by sending test versions to yourself, across as many different providers as possible (Gmail, Hotmail etc…)

For a more robust testing experience, check out Litmus: a tool that tests and provides screenshots of how your campaign will look on numerous devices and in dozens of different email clients.

MailChimp also uses Litmus to power its MailChimp Inbox Preview feature, so you can run a test right within your MailChimp campaign!

Ensure that all your links work and are sending people where you want them to go. Neglecting to make these checks before sending your emails can make your brand look foolish and unprofessional.

Track Your Data

It’s important to know how your email campaigns are performing and whether they are resonating with your audience. Many email marketing platforms offer their own campaign reporting where you can view the number of times an email has been opened, who has opened it, how many people unsubscribed, where in the email they clicked etc…

Email Campaign Dashboard
Email campaign results.

We would encourage you to delve a little deeper and look at things like the time of day that people opened your message and how many messages were not delivered. These details will tell you a lot about your campaign performance and help you refine not only your email send outs but your subscriber lists as well.

We recommend using Google Analytics to tag your emails with a custom campaign tracking code so that you can see how your campaigns are driving website traffic and how people use the website once they get there.

Don’t Overwhelm Your Subscribers

After reading an article like this, you may well be tempted to start sending out as many emails as you can. But be mindful of how often you send emails out to your subscribers, you don’t want to flood their inbox with messages detailing everything you offer. It could annoy them and result in an unsubscribe.

Bonus Tip – Provide Subscribers With Value!

Good email marketing invariably comes down to offering your audience something that resonates with them; something that keeps your business and brand in their mind, whether that’s information about your industry or services, or updates about your products.

Take the time to put together content within your email campaigns that your subscribers will appreciate. Analyse the data, see what content engages with people, and establish a healthy balance between making your messaging sales-driven and providing valuable information.

Be mindful that (generally speaking) people don’t like being sold to, so your content should be more informational. Rather than “Buy this!” or “Buy now!”, consider relaying information regarding the latest fashion, or how a new version of your product has come out, and why it would benefit them.

Need help with your email marketing? Get in touch with us today to see what Cybera Digital can do for you!