10 Must-Try Strategies for Email Marketing Success

Email marketing is the digital marketing workhorse: reliable, powerful, and—when the right strategies for email marketing are implemented—unparalleled in its capacity to boost conversions and customer engagement. To reap these benefits, let’s explore ten must-try strategies to bolster your email marketing efforts

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1. Understand Your Audience Inside Out

First things first, get to know your audience like they’re your best friends. You need to understand their likes, dislikes, needs, and behaviours. What does this look like in practice? Well, beauty brand Sephora used customer purchase data to send personalised product recommendations, leading to higher open rates and engagement. In fact, according to Experian, personalised emails can deliver six times higher transaction rates!

2. Set Crystal Clear Goals

Whether you’re running a marathon or an email campaign, the rule is the same: you need to know your end goal. This could be increasing conversions, improving click-through rates, or boosting brand awareness. ASOS, for instance, set a clear goal to reduce cart abandonment rates. By sending out playful, “Oops, you forgot something” emails, they managed to achieve their objective and keep their brand top of mind.

3. Embrace the Power of Segmentation and Personalisation

One-size-fits-all is so last season! Segmenting your audience and tailoring your messages can make your emails feel more personal and relevant. According to a study by Mailchimp, segmented campaigns can lead to a whopping 100.95% increase in click-through rates. A great example of segmentation in action is how Nike segments its audience based on their preferred sports and sends tailored emails with sports-specific content and products.

4. Craft Irresistible Subject Lines and Pre-headers

Your subject line and pre-header text are the gatekeepers of your emails. They need to be enticing enough to get the subscriber to click and open your email. BuzzFeed is a master at this, with quirky and fun subject lines like “Yes, we’re still talking about avocado toast.” Data from Campaign Monitor suggests that emails with personalised subject lines are 26% more likely to be opened.

5. Create Engaging Content and Design

We’ve all heard that content is king, but when it comes to emails, design is queen. Both need to work in harmony to create engaging, mobile-friendly emails. Cook Smarts, a meal planning service, sends out weekly newsletters filled with recipes, cooking tips, and infographics, creating a visually appealing and value-packed email. Adobe’s study shows that almost two-thirds of consumers prefer emails with mostly images, compared to 35% who prefer text.

6. Nail Your Call-to-Actions (CTAs)

Your CTA is like a digital nudge, guiding your reader towards what they should do next. It needs to be clear, compelling, and clickable. Take a leaf out of Uber’s book; their “Ride with Uber” CTA is straightforward and action-oriented. WordStream found that emails with a single call-to-action increased clicks by 371% and sales by 1617%.

7. Automate, Automate, Automate

Automation allows you to send the right message at the right time, without lifting a finger. Booking.com, for example, sends automated emails suggesting accommodations to users who’ve been browsing specific destinations. According to Campaign Monitor, marketers have noticed a 760% increase in revenue from segmented and automated emails.

8. Don’t Forget About Deliverability

An amazing email that doesn’t make it to the inbox is like a billboard in the desert. Use email authentication methods, clean your email list regularly, and avoid spammy content to ensure your emails get delivered. Adestra found that subject lines with spammy words could decrease open rates by up to 30%.

9. Analyse, Test, and Optimise

The magic formula for email marketing success? Analyse, test, optimise, repeat. For example, Grammarly frequently tests different variations of their emails to see what works best. Data from Litmus shows that brands who A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.

10. Respect Your Subscribers and Be Ethical

Last but not least, treat your subscribers with respect and adhere to email marketing ethics. Provide clear unsubscribe options, and respect their data privacy.

There you have it, friends! Ten must-try strategies, backed up with real-life examples and statistics. Remember, every audience is different, so don’t be afraid to experiment and find out what works best for your brand. Ready, set, email!

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