Almost every business uses emails to build customer relationships, so it is getting increasingly difficult to grow conversions. In this post, we will show you 11 email marketing tips you should use to improve business results.
Marketing channels come and go, but email campaigns keep the reputation of the most popular tool for business promotion. Individuals and companies use email platforms for over three decades already, but it doesn’t stop them from growing steadily.
According to the 2018 report, there are almost four billion email users worldwide. It means you can reach more than half of the global population using one marketing channel only – a business perk no one could even imagine just a few decades ago.
Emails don’t just guarantee global accessibility but also bring you many other privileges. They can help you to:
- Build professional authority
- Nurture relationships with customers
- Launch campaigns cheaply
- Analyze target audiences
- Boost website traffic
- Grow sales and revenue.
This is not where the benefits of email campaigns end, but it’s more than enough to convince you to keep investing in this channel of brand promotion. However, the fact remains that almost every business uses emails to build customer relationships, so it is getting increasingly difficult to grow conversions.
You must use the state of the art techniques if you want to overcome the obstacles and outperform competitors. In this post, we will show you 11 email marketing tips you should use to improve business results. Let’s check it out!
1. Grow Your Subscribers List
You already have thousands of email subscribers and believe it’s enough to make your email campaigns super-successful? That way of thinking is wrong because you don’t want to set limitations and stop your subscriber list from growing even further.
The odds of boosting sales results grow with each contact you add to the list, so don’t forget to keep creating fresh lead magnets. This includes a wide range of marketing features such as infographics, videos, webinars, eBooks, checklists, whitepapers, cheat sheets, templates, toolkits, and many more.
Another important suggestion is to keep your sign-up forms simple and easy, letting the followers fill in the most important details only.
2. Write Eye-Catching Subject Lines
It is simply impossible to overestimate the importance of subject lines for the overall success of your email campaigns. As the first thing subscribers see, subject lines can inspire them to open your messages or to neglect them completely.
There is no magic formula to create an excellent subject line, but there are things that make them look great in most cases. Some of these features include humor, numbers, emojis, questions, surprise effects, etc. You have to be creative and figure out what works well for your target audience, but here are some examples to give you the basic idea:
- 30 incredible Facebook profile images
- How I reached 10,000 Instagram followers in 2 months
- You’ve got only 24 HOURS to see this
- Meet your new raincoat
3. Make It Short and Simple
One thing you need to remember is to make your email messages short and simple. A study shows that the average office workers receive 120 emails every day, so you don’t have to be a genius to realize they hate reading huge piles of text.
Jake Gardner, a professional essay writer working at the college paper writing service, says modern subscribers demand lighter types of content: “I’ve seen way too many campaigns failing because copywriters didn’t realize that their audiences weren’t reading long-form messages. You shouldn’t make the same mistake, so indulge your followers by writing direct and up to the point copies.”
4. Keep It Personal
Personalization is by no means a new marketing concept, but it is getting more important year after year. Nobody wants to consume generic content anymore, so the only way to attract fans and turn them into customers is by tailoring content for each subscriber separately.
There are lots of ways to do it. For example, you can address them by their names and send content that matched a subscriber’s current position within the sales funnel.
You could also say something like: “Did you like our post about social media marketing? Here’s something similar you might be interested in!” Such a tactic shows that you understand the interests of your subscribers and proves that you want to indulge them.
5. Don’t Sell with Email
A big rule of email marketing is not to use it to sell your products or services. A typical user subscribes to email newsletters because she/he wants to read some quality content and not to buy essays or conduct any other type of purchase.
Instead of making it pushy, you should focus on creating valuable content that solves practical problems and keeps your followers informed about interesting events in a given niche. A perfect newsletter is always educational, informative, entertaining, and highly relevant.
6. Add One CTA Only
A lot of marketers want to maximize the results of their campaigns through calls to action (CTA), but they fail to do it properly. Namely, they bombard the audience with multiple CTAs and make them confused and unable to make one meaningful choice.
This is the main reason why subscribers give up and avoid taking any action.
If you want to solve this problem, you need to add only one CTA per email. You can repeat it several times throughout the newsletter, but don’t mix it with other options. That way, you’ll give people a clear solution and they won’t have to choose between multiple options.
Consistency is another very important segment of email marketing. A general rule of thumb is to choose one day of the week and send newsletters on that day consistently. For example, you can do it every Tuesday to get the audience used to the same rhythm in the long run.
Besides that, you should determine the best timing when your audience is very active and likely to read a message. Some studies show that the best time to send emails is around 10 AM, but you need to figure it out on your own because your target group may develop different preferences.
Doing so, you will build anticipation and get the audience used to receiving and expecting your messages long-term.
8. Encourage Replies
Contrary to popular belief, email is not a one-way channel of communication. On the contrary, you should use it to encourage user replies and engage in communication with potential customers. This is why you should never send email newsletters from no-reply addresses.
A tactic we love the most is inspiring your audience to send questions about the brand, products, services, or industry in general. Each week, a new member of your company can write answers and introduce the next person to take part in the process. This is an excellent way to build user relationships and boost loyalty among customers.
9. Avoid Multimedia
We know that marketing content is getting increasingly visual these days, but it doesn’t mean you should add multimedia features to email messages. Although it may sound counterintuitive, the fact remains that images and videos make things a lot more complicated and often minimize open rates.
What seems to be the problem here?
It turns out that email platforms are not so uninformed and able to process visual content equally. At the same time, the type of device strongly impacts the overall performance of the content, which means your message could appear totally different on tablets, laptops, and smartphones. This is why we recommend you to stick to good old text when creating emails.
10. Test It before Sending
Speaking of different devices, it is necessary to mention that you should always test messages before sending them to your subscribers. This is the only way to make sure that everything runs smoothly regardless of the device type or email platform.
It will help you to identify possible mistakes, set things right, and send the best version of an email. Needless to say, it will help you to avoid blunders and protect professional authority in general.
11. Make It Easy To Unsubscribe
The last tip on our list is to make it easy for users to unsubscribe from your newsletter list. Remember that subscribers are not your prisoners, so you must let them choose what to do next and determine whether to unsubscribe or not.
If you don’t do that, you could make subscribers angry and this is never a good thing to do. Keep in mind that over 80% of customers believe brand-related suggestions from their friends and family so don’t make enemy-subscribers who could chase away potential leads.
Emails represent the most frequently used communication platform in the world, which makes them a mandatory tool for all types of businesses. However, the fact that everybody relies on email campaigns doesn’t mean that everybody knows how to do it properly.
On the contrary, only the most agile and skilled marketers know how to exploit the benefits of email campaigns using the latest tactics of brand promotion. In this article, we gave you a hand presenting 11 email marketing tips that you should use to improve business results.
Have you ever followed some of these principles? Do you think our suggestions can help you to grow the power of your brand? Leave a comment and we’ll be there to discuss this super-important topic with you!