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7 top tips for email marketing success

October 3, 2023

Believe it or not, email marketing is still going strong and for many businesses, it’s one of the best digital marketing tools to use to see a high return on investment (ROI). It offers a huge amount of versatility from marketing your business and your offering, to building trust with your audience.

But with an insane amount of emails being sent everyday, how do you ensure your brand is being seen amongst the noise? Well in this blog, we share our top seven tips for email marketing to help improve your open rate and click-through rate and ultimately bring your business success.

Our top 7 tips for email marketing

1. Make your emails personalised

One of the most effective email marketing tips we can give you is personalisation. Consumers want to feel valued and they don’t want to receive robotic responses from the organisations with whom they do business with.

As a result, the traditional email automation process – which can appear overly robotic – must adapt. Not only should you demonstrate your knowledge in your emails, but also your personality and your passions. If you create a sense of connection for customers who read your emails, it will assist them in developing trust in both you and your brand.

Additionally, you can employ automation and artificial intelligence (AI) to develop tailored emails that resonate with your consumers. For example, collect data from your customers and analyse their interests and preferences to send them more targeted emails that speak directly to their wants and needs.

2. Increase the interactivity of emails

By making your emails more interactive, you can increase customer engagement. Your email’s interactive parts don’t necessarily have to be sophisticated. They can take the form of clear, clickable call-to-action (CTA) buttons, polls and surveys, brief quizzes, and carousels that highlight products or services for example. 

With that in mind, you might want to consider the current state of your welcome emails or your order confirmation emails that you send to users. Ask yourself, ‘are there any changes that I can add to make them less robotic and more interactive?’.

3. Consider using AI to optimise your campaigns

As previously mentioned in our first tip, using AI in your email strategy can help you analyse consumer behaviours and streamline your email marketing efforts.

Bear in mind that if your consumers take the time to open your email, the content must be worthwhile; otherwise, they may delete it and not open the next one you send, and potentially even unsubscribe from your list. Therefore it is critical to understand your customers needs before sending them another email. To simplify this process, you might want to consider outsourcing it to a CRM system.

For instance, by evaluating your consumer buying behaviours and interests, platforms such as Ongage can optimise email sending times, identify a more appropriate angle for your emails’ subject line and content, and ultimately increase open rates and sales conversions. You can learn more about how to increase your email marketing conversions in our blog.

4. Include user-generated content in your emails

User-generated content (UGC) refers to any type of content created by your users with your goods and services. When consumers shop online, they rarely get to view or experience things in person before purchasing. Therefore the feedback of other consumers has such an impact on their purchasing decision. According to Exploding Topics, around 93% of consumers are swayed by other users’ reviews.

You may just enhance consumer trust in your product and brand by incorporating UGC into your emails. And the best part about this type of content is that it’s completely free. Therefore, try to integrate customer reviews, poll results, and images of people using your product or service in your emails.

You can also collect additional customer content by promoting your offering across your social media channels. Many people would be happy to see their reviews and content shared publicly by a brand (once you’ve been granted permission by the creator of course).

5. Be considerate to others privacy

Nowadays, customers are more concerned with their privacy and the way their data is handled. And with GDPR regulations firmly in place, it’s extremely important that you’re complying with these in your email marketing. 

You should regularly monitor GDPR legislation and ensure that you are adhereing to it. Additionally, you must advise customers of any changes to data privacy policies and how you intend to protect their information. This will almost certainly boost your audience’s faith in your business.

6. Prioritise engagement

The majority of marketers approach email marketing with a specific short-term objective in mind – to increase sales. And that makes sense; after all, the fundamental objective of your email is more than likely to boost sales. However, this is the opposite of what you should be doing. 

You should maintain a strong emphasis on building a relationship with your audience. More often than not, people join your email list to learn more about your business, not to purchase things from you. Remember, that engagement is critical to achieving long-term success with your email marketing.

7. Remember to always adapt

Email marketing has evolved substantially over the years and continues to do so. What may have worked in the past may no longer work now or in the future. And it’s important to always keep this in mind.

That is why most email marketers believe that the only way to succeed is through continued education. However, they overlook the importance of unlearning what doesn’t work. If you want to convert your subscribers into consumers, be sure to keep an eye out for what isn’t working and avoid making common mistakes – like sending an email that is no longer engaging to your audience.

Let us help with your email marketing

We hope our above top tips for email marketing will help you when you’re preparing your next email campaign. Follow these tips and you’ll be sure to see an improvement to your engagement, open rate and click-through rate.

If you need a helping hand with your email marketing, or you’d like to learn more effective email marketing tips, get in touch with us today. Our digital marketing experts can help put together an effective email marketing strategy and even take care of all the hard work for you.




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