Email Marketing Strategies

An email marketing strategy is an important part of any marketing strategy. Email is the most cost-effective way to promote your products, communicate with your customers and reach your business goals.

Here, we will share the best email marketing strategies you can use to achieve extraordinary results through email marketing.

4 strategies for better email marketing campaigns

1. Personalize your messages

When we say personalized email marketing, we don’t mean that you send an individual email to every single subscriber. Personalization means that you use customer data to create a personalized message.

The simplest form of personalization is to address the reader by name. Most email service providers (ESP) offer this within their functionality and this tactic alone will improve your campaign performance.

2. Segment your subscribers

According to email marketers, segmentation is second on the top initiatives list this year.

If you segment your lists, you get better open rates, revenue, leads, transactions and more customers.

Examples of segmentation are:

• Segment by industry

• Segment by company

• Segment by sales cycle

3. Send mobile friendly emails

• Implement responsive email design (RED): Creating a responsive email design means that the user experience is optimized regardless of the device or screen they use. Most email service providers (ESP) offer this solution within their email functionality.

• Keep the subject line and pre-header short: The subject line is crucial. Keep it short so the reader knows exactly what the email topic is about. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. Instead, summarize the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).

• Make the CTA big and obvious: Mobile device vary in size. While a text link may work on a tablet or larger screen, you might be alienating your readers who have a smaller screen (or bigger hands!) if your call to action is too small. Make the call to action, big, bold and simple to click.

4. Test copy, design and buttons

Whether you test your home page, landing pages or email templates, testing provides us with data to make practical decisions that will improve our marketing performance.

You can also test:

• From address: The name that appears in the “from” field has a huge impact on whether the reader opens your email. In fact, the sender name is the main reason why people open your email. Test your from address by sending your campaigns from a person’s name, person + company or from your CEO.

• Plain text vs HTML campaigns: Like most marketers’, I’m sure you are already sending a plain text version of your email. However, have you thought of testing an email campaign that is plain text only? And when you add an element of personalization, plain text emails appear to be written just for the reader.

• Long vs short emails: You can keep your emails short and sweet or, you can create long detailed emails. Long form emails can include more detailed copy whereas shorter emails will send the reader directly to a targeted landing page. The best way to see what works best? Test it.