Email marketing remains one of the most effective strategies for connecting with customers. However, as inboxes become increasingly crowded, simply sending out emails isn’t enough. To truly stand out and foster meaningful interactions, marketers must hone their approach and optimize multiple aspects of their email campaigns. The essential email marketing tips below are what has been important for us and our clients lately!
Have a consistent cadence
Maintaining a consistent cadence is essential, whether you send your newsletter weekly or opt for a more manageable frequency like monthly or quarterly. Humans are pattern-seekers; your brand becomes more recognizable when they anticipate your email’s arrival.
Brand your newsletter
Build up your newsletter into something your audience eagerly anticipates. Turning your newsletter into a sub-brand entices users to want to read your emails and build great recognition.
Personalize your emails
Use merge tags to personalize your emails, whether in the subject line or within the body, by including the user’s name. This personal touch significantly enhances engagement. We’re instinctively more compelled to click on something that appears tailor-made for us.
Pay attention to subject lines
A compelling subject line not only boosts open rates but also engagement. It’s also crucial for avoiding the spam box. Steer clear of using spam-trigger words excessively, such as “free,” “guarantee,” or overusing punctuation and capital letters. Thoughtful wording ensures your emails reach the recipient’s inbox.
Here are some examples:
“🔥 Hot off the press: Your weekly marketing roundup!”
Why it works: Using an emoji catches the eye, making the subject line stand out in a crowded inbox. The mention of a “weekly roundup” sets expectations about the content and frequency.
“See what you missed at the tech summit 🎥”
Why it works: This subject line uses FOMO (fear of missing out) by hinting at exclusive content available inside (“See what you missed”), appealing to anyone interested in the event.
“Jane, your personalized list of weekend reads 📚”
Why it works: Personalizing the email with the recipient’s name makes it feel more tailored and direct. The emoji adds a playful touch, and the content promise (“weekend reads”) gives a clear idea of the email’s value.
Setup welcome automation for new subscribers
Don’t just add new subscribers to your list and wait for the next newsletter cycle. Establish an automated welcome sequence to keep your brand fresh in their minds, especially when their interest is piqued. This way, when your newsletter arrives, they’ll understand exactly why they’re receiving it.
Choose an email marketing platform that works for you
Select an email marketing platform that best suits your needs. Various programs cater to different types of businesses, so it’s important to consider the pros and cons of each. Personally, I recommend choosing the easiest solution for quickly sending updates, especially for spontaneous sales or important announcements, without spending your entire day fussing with the software.
Here are some platforms we recommend:
- Mailchimp
- Brevo
- Active Campaign
- Constant Contact
- Mailer Lite
Stay compliant with regulations
Adhere to email marketing laws, such as the GDPR in Europe and the CAN-SPAM Act in the USA. This includes providing a clear way to unsubscribe in every email.
Add value
Focus on nurturing long-term relationships rather than constantly pitching to your email list. Give your audience time to understand and appreciate the value you bring. Avoid being pushy; instead, offer real value and maintain a casual tone. Educational emails or updates on current events tend to resonate well.
Setup nurture campaigns for leads
If you’re dealing with a more specifically targeted audience, such as one acquired through paid media, consider bypassing the general welcome message. Tailor specific nurture campaigns to meet their needs. For instance, if someone downloads a lead magnet, place them in a funnel designed around what they seek. While there may be some overlap with your general welcome series, this segmented approach often leads to better results.
Here are some examples of good email marketing nuture campaigns, aside from a welcome series as previously stated.
- Product or service-focused Drip Campaign: For leads who have shown interest in specific products, send a series of emails detailing the benefits and features of those products, customer testimonials, case studies, and usage tips. This helps build confidence in your product and encourages conversion.
- Re-engagement Campaign: Target subscribers who have become less active or who haven’t interacted with your emails for a set period. These campaigns might include special offers, updates on new features, or a simple message asking for feedback on why they’ve disengaged.
- Post-Purchase Follow-Up: After a customer makes a purchase, send a series of emails thanking them, offering additional resources related to their purchase, and suggesting complementary products or services. This can enhance customer satisfaction and encourage repeat business.
- Feedback and Survey Campaigns: Send emails requesting feedback on recent interactions or products purchased. This not only provides you with valuable insights but also makes customers feel valued and heard.
- Milestone Campaigns: Celebrate milestones in the customer relationship, such as the anniversary of their first purchase or their joining your email list. These can include special offers or messages that reinforce the relationship.
I hope these tips helped get your email marketing off the ground! If you need some help setting up campaigns before you’re ready to start following these email marketing tips on your own, consider shooting us a message.
