6 Simple Ways To Improve Your Next Email Marketing Campaign.
Are your email marketing campaigns not getting the results you hoped for? Have your open rates plateaued, or are you finding that your click-through rates are actually declining? We’re here to share with you 6 key considerations before pressing send on your next campaign. Our top tips will help you drive better engagement, conversions, and ultimately, revenue!
1. Don’t Be Lazy With Your Subject Line
Your subject line is the first thing your recipient will see, and it often determines whether they'll even open your email or not. First impressions DO count. To improve open rates, make your subject line catchy, concise, and relevant to the content within the email. Incorporate power words, emojis, personalisation, and a sense of urgency to entice the recipient to open. Remember, the aim is to make your subject line stand out amongst a crowded inbox.
2. Segment Your Audience
Today's consumer expects personalised! Deliver relevant content to their inbox that is tailored to their interests and preferences. By segmenting your email list based on things like; demographics, behaviour, and purchase history, you can deliver more targeted messages that resonate with specific audience segments. This not only increases open and click-through rates but also enhances overall engagement and customer satisfaction.
3. Optimise for Mobile
Optimising your emails for mobile is a non-negotiable. Ensure your email templates are mobile-responsive so that they adapt seamlessly to different screen sizes and devices. Keep your design clean and simple, use large fonts and buttons, and minimise load times for a seamless user experience. By prioritising mobile optimisation, you'll reach more recipients and maximise your campaign's effectiveness.
4. A/B Test Everything
Instead of relying on guesswork, leverage A/B testing to gather data and insights into what resonates with your audience. Test different elements of your emails, such as subject lines, sender names, call-to-action buttons, and content layouts. Analyse the results to identify patterns and refine your approach over time. Continuous testing and optimisation are key to driving consistent improvements in your email marketing performance. Don’t press send on todays email without deep diving into the data and performance of yesterday’s!
5. Value-Driven Content
Enough of the hard sell, consumers have had enough! Prioritise value-driven content in your email campaigns. Instead of bombarding subscribers with promotional messages and sales pitches, provide them with valuable insights, tips, and resources that address their pain points and interests. Whether it's educational content, exclusive offers, or personalised recommendations, aim to deliver genuine value with every email you send. By establishing yourself as a trusted source of information, you'll build stronger relationships with your audience and drive longer-term loyalty and engagement.
6. Know Your Metrics
Understanding the metrics that matter most to your email marketing campaigns is essential for measuring success and identifying areas for improvement. Key metrics include open rates, click-through rates (CTR), conversion rates, bounce rates, and unsubscribe rates. Benchmarking these metrics against industry standards and your own past performance can provide valuable insights into the effectiveness of your campaigns. For instance, average open rates range from 15% to 25%, while CTR typically hovers around 2% to 5%. By setting benchmarks based on these industry averages and continuously monitoring your performance against them, you can gauge the success of your campaigns and make data-driven decisions to optimise your strategy for maximum impact.
Email marketing remains one of the most powerful tools within digital marketing. As with most things, aim to continuously improve each email you send by implementing some of the above considerations, and, have a relentless focus on delivering value to your subscribers.
Speak with our team if you’d like us to give feedback and sense-check your next campaign for free!