With 3.9 billion daily email users and 59% saying marketing emails influence their purchase decisions, email marketing is a digital marketing tactic not to be dismissed. So, we thought we’d give you a snapshot of four key points to consider when embarking on an email marketing strategy to help make it truly effective.
Personalise emails
Analysing your insights from email marketing campaigns can really help you to customise your emails to answer the needs or your potential customers. Learn when the best time of day to send emails to your target audience is. Know when they open their emails.
Make sure your tone of voice resonates with your target audience. And, understand what articles are proving most popular with your audience by looking at the click through rate.
We appreciate that this may take a little time to hone, especially if you are starting out, but if you have a GDPR compliant list of email addresses that have subscribed to hear from you then use your contacts.
Subject lines
This is what is really going to entice a subscriber to open your email. What keywords will encourage an open rate? Don’t be clever, sometimes keeping it simple and factual will be more beneficial. Emojis have also proven popular for open rates.
Remember that you have a warm lead as people will have subscribed to your email list. So, make sure that the title is something that your audience will want to learn more about, people are less likely to open something that they are unsure about.
Be insightful
We often talk about the importance of content marketing as part of your inbound marketing strategy to position you as a thought leader in your field.
Use email as your news feed. Bring the latest industry insights to your email subscribers. It’s not just about sharing posts on social media, repurpose your content for emails too. Therefore, add snippets of your blogs with bold call to actions in your email with links back to your articles on your website. Remember an email campaign forms part of your overall lead generation strategy to drive people back to your website.
Create an email template when you start out as this will help you to easily populate it with future content. The format will become familiar to your avid readers which helps with retention.
AVB testing
Conducting a split test of your email campaign will allow you to get your messaging spot on for your target audience. Experiment with topics, types of downloads or offers so you can understand what works and what doesn’t.
Email marketing agency resources
- How to use email as part of your marketing strategy
- What to check before you send your next email marketing campaign
- Your inbound marketing guide for accounting firms
Email marketing Croydon
As a digital marketing agency in Croydon, we’re able to offer businesses across London with inbound marketing support for improved lead generation. Using a suite of tactics including web design and development, email marketing, SEO, Pay Per Click (PPC), social media management through to CRM and marketing automation we provide digital marketing for accountants, professional services firms and local businesses.