Email marketing has long established itself as a pillar of digital marketing, with SaaS and ecommerce businesses alike relying on it as a go-to method for converting customers and building traction. As online shopping has now pretty much become the norm, there is an increased need for engagement and connection, meaning you need to develop a plan that speaks directly to your customers.
The key to achieving this is having a good understanding of the best email marketing strategies that can set you apart from the competition. But with so many approaches out there, how do you know which ones will truly resonate with your audience?
In this blog, we’ll explore some of the best email marketing strategies that not only capture attention, but also drive results.
Adding personalisation
Users want to feel more than just simply another cog in the machine; they want to feel valued by the brands they invest in. A great way to do this is to add personalisation to your email campaigns. This can be addressing them by their first name, suggesting products similar to their previous purchases, or sending tailored content based on their interests.
Personalised recommendations like this can help guide customers toward products and services they’re likely to enjoy, which increases the chances of conversion. Even simple things, like acknowledging birthdays or anniversaries, can make subscribers feel valued and appreciated.
You could also take advantage of artificial intelligence (AI) and automation to send personalised emails to your audience by analysing their purchasing habits, engagement, and interests. For example, maybe you have a group of customers who tend to abandon their carts before making a purchase. You could set up an automated email campaign that includes call to actions (CTAs) within your content to gently remind them to complete their purchase.
Using user-generated content
Including user-generated content (UGC) in your campaigns is one of the best email marketing tactics to increase organic traffic and conversions. Users are more likely to trust a service or product if they see favourable feedback from other happy customers and boost their likelihood of converting into a paying customer.
The benefit of UGC is that it’s completely free to use in your communications. For example, you could have a ‘Customer Spotlight’ section in your emails where you include customer reviews, testimonials, or images of your customers using your products or services with compelling CTAs to help build trust.
As well as that, if you have a sizeable social media following, you could encourage users to share their experiences on your channels with a specific hashtag, so it’s easier for you to collect and curate the content.
UGC serves as social proof because it reassures potential customers that they are making the right choice by choosing your products or services. Not only is it a cost-effective way to gather content, but it’s a great way to resonate with your audience on a personal level while enhancing credibility and engagement.
Making use of email segmentation
Utilising email segmentation is one of the best email marketing techniques to significantly enhance the effectiveness of your campaigns. Dividing your email list into smaller, targeted groups based on specific criteria – such as demographics, purchase behaviour, or engagement levels – you can tailor your content to truly resonate with each segment more effectively.
For example, you might send special promotions to frequent buyers while providing more informative content to new subscribers. Not only does this increase open and click-through rates (CTR), but it can also form stronger customer relationships by delivering relevant information to the right audience at the right time.
A/B testing your email campaigns
If you’re looking for a way to enhance your efforts, A/B testing is a strategy you definitely need to implement. By sending two variations of your email campaigns to different segments of your email list, you can compare which version performs better in terms of open rates, CTR, and conversions.
Be sure to experiment with various elements such as subject lines, images, CTAs, or even the overall layout of your emails. Analysing this type of data will give you valuable insights into what resonates with your audience and a better understanding of your customers’ preferences, allowing you to tailor future emails accordingly.
Top tips for getting the most out of your campaigns
As well as implementing the above email marketing strategies, there are a few other tactics you should carry out to enhance the overall effectiveness of your campaigns including:
- Regularly cleaning your email list – routinely reviewing and updating your email list helps to improve engagement and enhances your sender reputation. Aim to clean your list monthly and remove inactive subscribers so you’re only reaching those who genuinely want to hear from you.
- Provide value – you have to ensure you’re providing value in every email you send as your recipients are more likely to engage with your content. Whether it’s helpful information, exclusive offers, or actionable tips, give your audience something that makes them feel like they’re gaining something from your emails.
- Optimise your CTAs – continually try out different wording, positioning, and styling of your CTAs to see what resonates best with your audience. Doing this will help you to understand what captures your audience’s attention so you can improve engagement and conversion rates in your campaigns.
- Utilise Send Time Optimisation (STO) – this powerful tool analyses your audience’s behaviour to determine the optimal time to send emails. This allows you to maximise the impact of your campaigns and increase engagement as you can send your emails at a time where your audience is most active.
- Analyse your data – this is a crucial task as you gain a better understanding of what strategies are working and which areas need improvement. Dive into top metrics like open-rates, CTRs, and conversion rates so that you can look for patterns and trends that can inform your future campaigns.
Need a helping hand with your email marketing?
Creating and sending an email to your audience is all well and good, but if it doesn’t resonate with them, they won’t engage. That’s why implementing clever email marketing strategies like the ones we’ve highlighted will enable you to optimise every element of your campaigns so you can maximise engagement and drive conversions.
If you need a helping hand implementing these techniques and strategies, we can help. At Fifteen, we specialise in helping businesses of all sizes enhance their email marketing efforts. From creating engaging content that captures attention to segmenting your audience for targeted campaigns, our email marketing specialises are here to support every aspect of your campaigns.
Get in touch with us today to learn how we can elevate your email marketing game.
