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Email Marketing Tips to Improve Campaign Performance

Dear <<First Name>>,
Email campaigns are a highly effective form of marketing communication. You can significantly improve the performance of your campaign by ensuring that some basic Dos and Don’ts are considered.

✔ Do: Ensure your campaign is high impact and professional

Your email audience will have a busy inbox. Make sure that your campaign stands out from the crowd. It must be eye-catching, with attractive, relevant images, cleverly written with good grammar and spelling and concise text and of a professional standard to reflect the quality of your product and your brand.
Email Newsletter Example

X Don’t: Ignore mobile screens

Be sure your email message and layout renders correctly on mobile devices: 80% of recipients will delete it if it doesn’t and 30% will unsubscribe entirely. Make your message easy to scan with large fonts, subheadings and bullets, and a ‘tapable’ call-to-action button. Most platforms, such as MailChimp, give you the option to preview your email in both desktop and mobile format and you should test your message on multiple devices.

✔ Do: Personalise your messages

Email personalisation starts with addressing the recipient by name, but can go further than that. It can include determining the best time to send, customising content and much more. Using personalisation can transform a generic blast to one that feels more relevant to your specific audience based on their interests or situations. Studies show only 61% of marketers are personalising at least some of the emails they send and almost a third aren’t personalising at all, so there is an opportunity to stand out in the inbox by making small improvements.

X Don’t: Worry about unsubscribes

Despite your best efforts, not everyone is going to be open to your messages. Unsubscribes are a part of marketing life. Keep an eye on any specific demographic or pattern behind them so that you can adjust future campaigns. For example, are you sending too often? Is your message not rendering correctly on mobile devices? Is your content off target? Be honest about your campaign strategy, don’t worry about unsubscribes (they were not likely to convert anyway) and focus on those who do want to engage with you.

✔ Do: Use strategic audience building and segmentation

Your email audience is a business asset. Aim to broaden, enrich and optimise it over time. Your email database may also decay over time, so cleanse the contact data records on a regular basis. Audience building is a process, not a one-step solution, and should involve carefully designed segmentation. For example, optimise your reach to new prospects based on their interests or stage in the buyer journey. It’s the opposite of those haphazard email blasts to anyone and everyone. Effectively identifying specific audiences within your database lets you target your campaigns and add a level of personalisation. A relevant message delivered at the optimal time to your prospects can deliver rewarding results. Email marketers that segment their lists see better open rates and a higher level of engagement.

X Don’t: Mislead your recipients with your subject lines

Email subject lines are meant to pique interest in a clever or intriguing way to get the recipient to open your message. While these can be subjective and vary for different companies, markets and prospects, steer clear of getting overly ‘cute’ with them, and don’t use ineffective puns or jokes, or too many emojis. The worst approach to a subject line involves deception. While it’s fine to be creative or use humour, you should not try to trick your audience into opening your email. Instead, communicate the contents of your message and the value the recipient will get for opening it.
For further information about how Eden Enterprises can assist with your marketing activity, please visit eden-enterprises.co.uk or give Nikki a call on 01308 488540.
Nikki Bareham


Eden Enterprises - Marketing for West Dorset and beyond

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