Email marketing is the central part of any solid digital marketing email campaign. It gives you the opportunity to add value for your customers, increase brand awareness, and build strong relationships with your target audience.

According to McKinsey’s research study, email marketing acquires 40 times more customers than other online channels.

However, just because you’ve sent a few emails to your customers doesn’t mean you will immediately achieve stellar results. In the era of email marketing, your customers expect you to provide deliver delightful experiences and highly personalized content with each email campaign you send.

Here are four essential tactics to incorporate into your email campaign strategy.

email marketing

Craft a Strong Subject Line

Your customers’ inboxes are packed to the brim with branded messages. As they don’t have enough time to read all those emails, they will open only those that stand out. The rest will end up in the spam.

Always make sure to create straightforward subject lines for your email campaigns that tell your customers what’s in it for them. You need to understand your customers’ pain points and address them both in your content and email subject line. Seeing that your subject line hides a solution to their problems, most of your recipients will open it and read it.

Let’s take an email from Brian Dean as an example. It says “Here’s how to get traffic that actually converts.” From this subject line, a recipient can easily understand the purpose of the article – to help us generate leads that convert. Both bloggers and businesses that are struggling with low conversion rates will most likely decide to check the resource out to learn some valuable tips.

Creating such personalized subject lines requires lots of effort and testing. Here are a few tips that may help you:

  • Never use caps, as these emails are usually perceived as spam.
  • Keep it short, informative, and clear. Most of your users will identify only those subject lines that stand out, while ignoring the rest.
  • Ask a question. Questions make your subject lines friendly and conversational, inspiring users to click on them and read the rest.
  • Test how emojis work for your audiences. When implemented wisely, emojis are a brilliant way to help your subject line stand out. They’re appealing to younger customers, evoking emotions and helping you convey the message faster.

Deliver Personalized Messages through Segmentation

In their recent article on customer acquisition marketing, the OMG digital marketing company emphasizes that one of the greatest benefits of email marketing is that it presents a direct line into your prospects’ inboxes.

This is the opportunity you should use to the max. Namely, sending mass mails to your audiences doesn’t bring any value to them.

Instead, you need to segment your audience. In other words, you need to send specific content to different audience segments that will find it interesting and relevant.

Now, there are numerous ways to segment your email lists.

For example, Adidas segments their emails based on gender preferences. They create completely different newsletters and offers for male and female audiences.

One of the most effective ways to segment your email lists is to directly reach out to your customers and ask them what kind of content they want to receive from you. Chairish asks consumers to select their favorite product categories on their website so they can inform them about new items or massive sales.

Many businesses, including ASOS, tailor their email marketing campaigns to their customers’ previous purchases at their website. This works in a pretty simple way – if a customer purchases pants, you will send them targeted emails to promote your latest pants or sales on pants.

Your customers’ browsing history on your website can also help you segment your email lists. Amazon observes what products their customers searched for, viewed, or added to a shopping cart in order to provide them with relevant deals.

Even though it seems like lots of work (and it is), segmenting email listings is delivers great results. As they’re targeted and personalized, segmented campaigns drive a 760% higher revenue.

Maintain Brand Consistency on every Touchpoint

As the number of businesses in your industry is constantly rising, you need to position yourself as an industry leader and build trust with them. And, this is only possible if you build a strong, recognizable, and memorable brand around your business name.

One of the key steps in brand building is maintaining consistency. Keep in mind that your emails are not the only point of interaction with your target audience. Prior to giving you their email address, your customers probably visited your website and social networks. Therefore, your goal is to provide them with seamless experiences across multiple channels.

First, ensure you use the same tone of voice. Your brand has its own personality that is expressed through its unique choice of words.

The same goes for visual design elements, such as colors, patterns, fonts, buttons, logos, etc. By using these elements consistently across multiple touchpoints, you will increase people’s awareness of your brand. This will help your customers know that the messages are coming from your brand and tell them that the link is safe to click.

Finally, create an on-band email signature that serves as an incredible marketing tool. Above all, it humanizes your brand and gains users’ trust, as it includes all key information such as your name, title, company name, address, and phone number.

Optimize your Email Campaigns for Mobile Users

We’re living in the mobile-first era, where over 75% of email opens are actually happening on mobile devices.  

Given that, it’s not surprising at all that customers expect brands to provide seamless user experiences, irrespective of the device they use. Statistics say that formatting issues are the most frustrating problem mobile users face. And, they won’t tolerate it anymore. Namely, 70% of mobile users would delete poorly optimized mail in three seconds, while 15% of them would even unsubscribe from your email list.  

mobile email

Moreover, Smart Insights claims that 73% of businesses surveyed prioritize the mobile optimization of their email campaigns. Therefore, ignoring mobile users, you will soon start lagging behind your competitors and miss out on an opportunity to grab a large slice of the email marketing pie.

Here are a few ways to optimize your email campaigns for mobile users:

  • Shorten your subject lines to fit smaller screens.
  • Write a catchy preheader. This is the text that follows your subject line. In just 40-50 characters, you need to explain why your email is about and place a powerful call to action.
  • Balance out text and images. If you have lots of text, the size of your image will be reduced, making it difficult to read. Instead of text-heavy emails, use shorter sentences that will be easier to follow and combine with visuals.
  • Always make sure your CTAs are big enough and well-contrasted. They should be a prominent part of your email, as they lead to faster conversions.
  • Don’t forget to optimize your landing pages. They should provide consistently good user experience, ensuring that your content stays on brand and increasing customer satisfaction.

Over to You

Email marketing is still one of the most powerful digital marketing channels. You just need to create user-centric campaigns that will resonate with your target audiences, build trust with them, and delight them. And, these tips may serve as a solid starting point for you.

Raul Harman is the editor in chief at Technivorz blog. He writes about innovations in all aspects of digital technology and online marketing. You can reach out to him on Twitter.

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