5 ways to improve your email marketing

It’s easy to forget just how incredibly useful the humble email is for businesses. Even with the rise of social media marketing and pay-per-click advertising, emails are still a great way to reach out and influence your customers and prospects.

They’re cheap to send, quick to create, perfect for all devices, and with a few clever tools are completely measurable so you can track their effectiveness.

So, now we’ve told you just how great the email is, here are 5 ways to improve your email marketing.

1. Build a database (if you’re not already)

If you’re not collecting emails from your customers or prospects you should be!

Add a clear call to action to encourage users to subscribe to your emails on your website (there are plenty of plugins out there to help you do this).

See the buttom right subscribe button? You could add this to all your web pages or blogs, just like http://www.helpscout.net/ do!

And, if you own a brick and mortar store, you can still collect an email address. Just ask! Have a form in place at the checkout (using a tablet device) and offer an incentive for the sign-up (like a 10% discount for the next purchase).

2. Deliver something valuable

This sounds obvious, but when you send an email, offer something valuable. It could be:

  • A blog offering useful tips and advice
  • A discount or promotional offer
  • A company update (e.g. ‘our website is due for maintenance’, ‘here are our Christmas holiday opening and closing times’, etc.)

Uninteresting emails get ignored and even worse unsubscribed from!

3. Test your subject lines

The subject line needs to encourage your subscribers to click on your email. The easiest way to test your subject lines is through ‘A/B split testing’. It sounds more complicated than it is!

Essentially, email services like MailChimp and Campaign Monitor allow you to test different subject lines against one another.

Let’s say you have 1000 email addresses. You want to send an email to those addresses and have two possible subject lines (A and B). Through an A/B split test, you send 150 emails each using the two subject lines. Whichever subject line gets the most clicks will then be used with the remaining 700 emails.

Source: http://thenextweb.com/dd/2014/03/31/ab-test-email-creative/#gref

This makes sure you get the best email engagement possible.

4. Keep the email layout simple

To get the most out of your emails keep them simple. Avoid:

  • Too many links – direct people where you want them to go
  • Too many images – these often get blocked and can make an email look cluttered
  • Too much copy – no one wants to read an email essay, keep it short and punchy, unless it’s super important!

And don’t forget to check that your emails are mobile friendly!

5. Analyse your results

Testing is an important part of successful email marketing. Try sending your emails at different times and different days to discover when it’s the best time to reach out to your email list.
Once you find that out, you’ll see much better results in your open rate!

There you have it, 5 ways to improve your email marketing. If you want to get the most out of your email marketing but don’t have the time or expertise, get in touch with us.

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