How to improve your email marketing strategy

Every business should incorporate email into their overall marketing strategy. It’s a proven, effective way to boost sales.

However, if your email inbox is anything like the average person’s, then it is probably littered with loads of emails that simply go unread and are sent straight to the trash.

As a business owner, you know it’s important to get your message in front of customers, but it’s becoming increasingly difficult to break through all the clutter that is competing with you for your customers’ attention.

Email marketing is still a very effective way to reach those customers and it’s definitely possible to break through that clutter. You simply have to know how.

Why email marketing?

Maybe you are asking yourself why you should invest in email marketing if it’s such a crowded field.

To put it plainly: Email marketing is a big moneymaker. In fact, by the end of 2023, email marketing revenue is expected to grow to about $11 billion.

That’s billion with a “b.” Sure, email is crowded, but there’s plenty of that pie for your business to carve out a slice of its own.

Why are we so certain? Because it’s almost guaranteed that your customers and potential new customers are already using email in their daily and professional lives.

There are an estimated 4 billion daily email users. Another billion with a “b,” by the way. Social media may be all the rage (and it’s not something to ignore), but that’s double the average number of daily Facebook users.

How to reach customers via email

How do you reach those people and stand out in their crowded inboxes? By incorporating some of these tried and true email marketing strategies.

You see, these strategies aren’t secrets by any means. But they certainly are not followed by many businesses as well as they could be.

That’s where your business can gain a competitive advantage that draws in new leads and generates some of that email marketing revenue we mentioned above.

Write better subject lines

Let’s start with the first way your email gets noticed: the subject line.

A good email subject line will capture attention with clear meaning and enough of a hook that makes the reader want to click or tap your message to open it.

Keep the subject line short, too. A good maximum number of characters is about 50 or so. If your subject is longer than that, then there is a good chance that it will get cut off on mobile phones and apps.

To make those 50 characters count as much as possible, use language that your customer is familiar with and will excite them. You also want to use words that will entice action, but don’t come across as too much of a sales pitch.

Personalize your emails

People appreciate it when they feel as though you are talking directly to them. With email marketing, you can.

Many email marketing platforms and tools allow you to personalize certain parts of emails, such as addressing each recipient by name throughout the copy, as long as you have that data.

But that’s not all that personalization entails. You can make a message feel even more tailored to the individual by keeping it relevant, timely and by trying to anticipate what the reader wants.

This can all be done through many of the tracking tools offered by ecommerce and email marketing platforms. Examples can include what products they have looked at or purchased on your website, when they last bought from you and so much more.

Create email list segments

Once you have the personalization under your belt, you can begin to take an even more powerful step. This is when you should start using email segmentation.

Email list segmentation is when you divide your subscriber list into smaller groups based on specific data points so that you can continue to send them more personalized and relevant emails. This small automation tactic will help you drive up your open rates and click-through rates even further without as much effort.

Segmentation is as easy as dividing subscribers into sublists by tagging them based on which segment they fall into. Once segmented, you can use different subject lines, preview text and even completely different emails if you want. The options are endless and should be explored to create emails that are as relevant to your target audience as possible.

Plus, email recipients won’t know that they are part of a given segment, so it will still feel personalized. That’s definitely a bonus.

Design and write for mobile

People are constantly on the move. There is an excellent chance that when somebody reads your email, it will be on a mobile device. Always design and write your email campaigns with a mobile reader in mind.

There are a few keys to writing and designing a strong, mobile-optimized email:

• Make sure a reader can get all the relevant text and information in one screen without having to scroll.
• The email loads quickly and is not cut off.
• CTAs are obvious and buttons are large enough to tap easily.
• Text is very easy to read. This means having a readable font in a basic color that is large enough in size for a phone’s smaller screen.

Engage your email list

Those tips just scratch the surface of the many email marketing strategies you can employ to increase open rates, get more readers to click through to your website and convert those readers into customers.

At Emagine, we are always here to help you optimize your entire digital marketing strategy, including email. It’s just one of the data-driven solutions we use to provide our clients with proven results. Email marketing is a significant strategy for all businesses and organizations, but only one of many for standing out from the rest of the crowd.

Take the next step in your email and digital marketing strategy by scheduling a free consultation with our team. We will dive into your project plans and tell you how we will deliver those real results that lead to your success.