5 Tips to Improve Your Email Marketing Strategy

Do you need help to build a quality email marketing campaign with flawless email delivery, higher open rates and better conversion?

Let’s face it, there are fewer things more frustrating in marketing than a lack of engagement. Email marketing consistently delivers the highest ROI of all marketing strategies. The catch? You have to do it well. Even in times of crisis, you must concentrate on being heard above the noise. Otherwise, you’re just going to wind up following someone else’s lead. It’s time to buckle down and focus on making your brand some money – by standing out.

According to Hubspot 73 percent of millennials prefer communications from businesses to come via email’ and more than 59% of marketers say ‘email is their biggest source of ROI’. So this time, we’re sharing our top email marketing tips for bolstering your marketing strategy!

5 tips to improve your email marketing strategy

1. Clean Your Email List Regularly

To get the best metrics possible, make sure you’re regularly clearing out inactive members from your list, too. You might think it’s counterintuitive but think of it this way: the more inactive users you keep on your list, the lower your engagement percentage is. You aren’t getting an accurate account of who is interacting with the emails you send out!

According to Sendgrid. ‘20% of email never gets delivered, so make sure you follow the best practices–including email list hygiene–that will get you to the inbox’  

And don’t take unsubscribers personally. There can be any number of reasons why it happens but when it does, it’s okay. Don’t make it hard for your subscribers to unsubscribe; it’s only going to make them irritated with your brand and consider your content one step closer to SPAM.

2. Tone and Timing is Everything

Quality content drives engagement. That includes content that is both relevant to your audience while resonating with them at the same time. You need to focus on both aspects simultaneously to succeed. This fantastic article from MarketingWeek breaks it down to the heart of this issue. You can hit the mark on the timing and still miss out on tone, if you are just following the trend without adding anything to the conversation.

According to Hubspot ‘99% of consumers check their email every day. The most opened emails relate to hobbies, with an open rate of 27.35 percent’

Focus on your brand’s voice while making sure you’re including a call-to-action that rings true to potential customers.

3. Focus on Design

Great email design can do all the heavy lifting for you if you work it correctly. This is an often underrated aspect of your marketing.

According to Mike Isaac at The New York Times ‘[GIFs] have become a mainstream form of digital expression, a way to relay complex feelings and thoughts in ways beyond words and even photographs, making them hugely popular with young audiences who never leave home without their smartphones’. So If you want someone to feel excited about your email offer, and you’re not that great with words, the right GIF from GIPHY could nail it for you

If you aren’t getting the clicks you want, it may be time to re-think the information you’re presenting and, how you’re putting it out. Here are a few simple tips to keep in mind:

  • Keep everything at 600 pixels
  • Don’t rely on just graphics
  • Make your call-to-action immediately clear and repeat it
  • Keep that white space open
  • Make your social media buttons easily accessible

PipDrive has a few great (and free) templates to use for inspiration!

4. Stick to a Schedule

Send your emails on a set schedule. Consistency is the key to helping you make connections with your subscribers. Before you even start sending that first email, you should have a production schedule for your campaign. This should be tied to the goals of your campaign and reflect their timeline. Is this a monthly project? One that will be ongoing? These are crucial to determine how frequently you should be scheduling your emails. (As a note – do you have a plan for the holidays? You should!)

Research by Omnisend showed that ‘sending promotional newsletters in around the workday schedule provided the best results’

Sending too many emails is just as bad as sending too few. Don’t bombard your clients with constant notifications in their inbox or you may find they’ll view them as SPAM instead of a great opportunity to connect with your brand.

5. Prioritize Mobile Access

This one shouldn’t come as much of a surprise if you’ve been keeping up with current trends. With modern technology, most users are on their mobile devices far more frequently than any desktop or laptop machine.

 ‘Emails that display incorrectly on mobile may be deleted within three seconds’,  according to Adestra

You need to take this into consideration when designing your emails (and our tips in #3 above are tailored for optimal mobile reading!) so you can reach the entirety of your marketing list.
There’s nothing worse than a customer opening a marketing email out of interest only to realise they can’t actually read anything in it.

According to Hubspot ‘59% of respondents say marketing emails influence their purchase decisions’. Email marketing can be the key to successful conversion and boosted engagement but only if you focus on the execution. Applying these tips will help your emails stand out and help you do your job – launch an intriguing (and successful) campaign for your brand!

We can help get your message out to your prospects quickly and cheaply. We also take care of tracking for each email marketing cycle to ensure you receive real-time data on user engagement too!