Email Marketing Strategy Improvements

Nothing is worse than checking your inbox and seeing multiple marketing messages that carry no value for you sitting there taking up space. So, how can you make sure that your business stands out among the sea of emails that we all get so often? 

One thing that will help your email performance is to ensure that your message is delivered to the right recipient. Strive to collect real emails for your marketing lists and clean your lists frequently. Think of this act as panning for gold and allowing all the small rocks to siphon through, but keeping your gold to cash in. You want to make sure that you have your best current and prospective customers on your email lists and offer them engaging content on a regular basis. You’ll also want to ensure that you remove any barriers for unsubscribing from your email list, as this is a requirement of CAN-SPAM Act.

Once you have a solid email list to work with, you can strive to improve your open rates for each message moving forward. If you want your customers to open your email messages, the first way to grab their attention is to have an appropriate subject line. Subject lines can vary depending on the goals of your email, but it’s important to be clear and concise. Most email clients flag emails as spam that use words like free in the subject line, so it’s worth reconsidering your subject line if you have that listed in it. You’ll also want to look at the preview text as some email clients also include a short line about what the email is about. Take special care to make sure this text reads differently than the subject line and entices the users to open your message. Along with keeping emails relevant to your readers, it’s a good idea to reward your loyal openers. Most email software can help you assess which of customers frequently open emails. Try giving these customers a coupon or loyalty discount for their interest in your business.

In order to reduce how many of your customers select that pesky unsubscribe button, you’ll want to make sure you don’t send them too many messages. Nothing is worse than seeing daily email messages from a company that used to interest you…until they started to email you so much! Consider providing your email subscribers with a level of control on the content that they receive from your business. For example, if your business is a local gym that offers both yoga and weight training and I’m only interested in the yoga portion, allow me to select that when signing up for emails so I don’t receive unnecessary alerts about weight training. By segmenting your list and personalizing this experience for your customers, you’ll gain more loyalty for your business.

In terms of selecting the appropriate technology for your users, you’ll want to make sure that your emails are mobile-friendly. According to HubSpot, mobile opens account for 46 percent of all emails. When testing your emails, look at them on your desktop computer and on your mobile phone to make sure they appear readable and function correctly for your subscribers. You’ll also want to reduce your file size and not send any attachments as they may be difficult to access on mobile devices. Most email marketing platforms like Constant Contact have the ability for link tracking within their emails. This means that after the email is deployed you can gain a better sense of which links your user has clicked on and what actions they have taken as a result of your messaging strategy. It’s important to look at your links a couple of days after an email is sent to see if there’s anything you might want to continue or completely stop when determining what future links you want to include in your messages. 

Perfecting your email marketing can be compared to constantly tweaking your favorite recipe. Each time you learn what not to include in your recipe and what to add more of in terms of ingredients. Email operates in the same fashion. For every message that you send, you can evaluate the ingredients to better understand what to continue or cease for your next send. If you take the time to get it right, you might just end up with the perfect recipe for success.

Written by Blog Contributor: Jennifer Hicks