Did you know: email marketing campaigns provide an average ROI of $42 for every $1 spent? When you're looking to assemble a digital marketing campaign, the medium of email plays a predominant role in generating leads. It also can encourage customer loyalty.
So what are the top email marketing tips you need to know about? And how can you ensure you run an effective email marketing campaign?
Keep reading for Jumpworks' essential guide on how to market through email in 2021.
Segment Your Audience
When creating an email marketing campaign, it is important to send different email content to different groups of your email list. While you might have some messaging that is sent to all customers, the majority of your campaign needs to target specific sections of your audience with email content relating to their characteristics.
For example, existing customers who have purchased your business's product or service already might receive emails with discount codes to reward loyalty, or with early-bird opportunities. Meanwhile, customers at an earlier stage of the marketing funnel should be targeted with content that builds brand awareness.
Consider creating an email campaign that addresses customers who came close to making a purchase. For example, those who have added an item to their online shopping basket without checking out. These are high-quality leads you can advertise to, who are on the cusp of becoming paying customers.
Don't Forget the Subject Line
Next, remember that the first part of your email your audience will see is the subject line. This is your chance to either grab their attention, or risk being moved to the spam folder.
All caps email subject lines should be avoided. Nowadays this is a tactic used almost exclusively by spam accounts.
Include the key component of your email content within the subject. This might be the release of new items, the launch of a sale, or exciting information about a new collaboration.
If it is in-keeping with your branding, consider including an emoji in the subject line.
Finally, make sure the title and remainder of the email is in-keeping with what is set out in the subject. Customers who are misled by false promises in the subject line will not look upon your brand favourably.
Create Engaging Content
Regardless of the different email marketing strategies out there, all of your email campaigns should have one thing in common: engaging content. This means high-quality, and preferably non-stock, photos.
Try incorporating GIFs and videos into your emails to help capture the attention of your audience.
Next, the text of your emails also needs to stand out. Use headers to break up the body, as well as calls to action (CTAs) to direct your customers to their next steps.
When considering your content, it is also worth considering evergreen topics. This refers to information that will remain relevant to your customer base. Even if they come across your email several weeks after it has been sent, it should still be helpful.
Test and Review Continuously
The work of a digital marketer does not stop once the ‘send' button has been hit. The way that different images, content, and landing pages perform should be continually monitored and tested.
A/B testing allows you to review how two different like-for-like options compare. Investigate which has a higher click-through rate (CTR), conversion rate, and number of unsubscribes.
Another important element of marketing campaigns you can trial and changeup is the time and day emails are released. This is particularly relevant for B2B advertising strategies. Make sure the timing of the working week is considered.
Finally, use your analytics dashboard to gain insights into which age group, sex, and customer location responded best to your email campaign.
Ensure You're Authenticated
Another crucial step of our email marketing guide is to make sure your domain is authenticated. This is one of the most basic points to prevent your emails from being delivered directly to the spam folder.
Four of the main ways mail authentication can be achieved are through DomainKeys, Sender Policy Framework, Sender ID, or DMARC. Don't forget that Jumpworks can help you with any technology problems that are out of your depth.
Remember, if you change DNS providers be sure to keep an eye on your CTR and open rates. These will decrease dramatically if your authentication records are missing.
Pay Attention to Your Banner
Make sure that the banner of your email draws in your audience in with a clear message and aesthetic visuals. One idea for an eye-catching email banner is a close up on a product. You could also try asking your customer a direct question in bold lettering, or incorporating animated graphics.
The banner is one of the most important elements of an email campaign, so make sure you invest in testing and analyzing different options.
Don't forget to pay attention to how your email appears on mobile devices in both landscape and portrait modes. More and more email users are diversifying their devices for reading emails. So, your content needs to look good across computers, tablets, and mobile phones.
Keep Branding in Mind
Finally, no matter which of the different strategies for email marketing you choose, the branding across your email campaign should be consistent. Customers should be able to give your email a brief glance, and know from the colours, font, and style which brand they are interacting with.
All emails should contain links to your other social media platforms. This means Facebook, Twitter, YouTube, LinkedIn, TikTok, Snapchat, and more. Be consistent with your branding across these platforms too, and of course, across your website.
Whether you're an up-market B2B company or a smaller family-run business, the branding of your email is how to pass this message on to your customer base.
Those Are Our Top Email Marketing Tips
By incorporating these key points into your email marketing campaign, you can build a community around your brand. You'll also increase visits to your website, and ultimately create more sales. Don't forget that alongside these email marketing tips, Jumpworks has a wealth of diverse marketing insights to share with you.
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