Email marketing proved to be among the top converting digital marketing mediums over the past few years.
Nowadays, marketers can directly target their audience in their privacy, that is directly in their inbox.
This red-eye shot, however, requires some good strategies in place.
In this article, I will cover the Top 3 to-dos for email marketing. Ready? Here we go.
1. Good copywriting is a must.
Emails with no proper copywriting tend to convert less compared to well structured ones.
You certainly have come across some email content that really makes you want to buy the product or simply click on a button or a link.
But, here’s the thing — copywriting is not so simple.
It is surely not only about forming some sentences, hoping your readers will take an action.
We often fail to acknowledge that our emails are not really converting and this incur time, money and efforts invested into something not really working out.
Fortunately, I came across some techniques and tested them. Among them is the PAS structure which is quite straight forward and easy to implement.
Let me define it…
Identify the problem is the part of your email where you clearly state the problem that your customers are facing.
Agitate the problem is where you make the link between the problem and its effects over something your customers value the most.
Provide the solution is the part of your email where you provide your unique solution.
If these are still confusing for you, let me give you a concrete example.
2. Good timing leads to good open rates
Let’s be honest — people don’t have time to read your emails when they are busy with their family or enjoying a good meal.
You have to make sure these reach their inbox at the right time and most importantly are not shadowed by other promotional emails or updates.
There are no predefined timings because of two main components of your email marketing strategy. These are:
- Your audience
- and your niche market.
First, your audience is dissimilar to others. For instance, your audience might be of a different age group having different interest. This would eventually mean their day-to-day activities are different.
You may have more demographic data on Mauritius by reading this article from Arshad Pooloo.
Secondly, your niche market might consist of people from the working population and as such are mostly busy during the day.
I tested Growbots for one of the email campaigns I sent out to marketing professionals in Mauritius. Below are the settings.
Now, I didn’t abide to these data completely.
But, I used them as a benchmark, iterated and optimised the campaign, until I get the perfect time/day to send my B2B emails.
The two big words here are “iterated” and “optimised”. As email marketers, it is important to keep track and make sure to work out the data you received following your email campaigns.
I tried, what I will call, “Finding your Nemo time” for the past months and my open rates and click rate improved while I was iterating the process.
Above are the figures from the Growbot campaign where I targeted a B2B audience.
3. Personalisation adds another layer to the experience.
As I mentioned, email enables marketers to have a personal contact with their audience by directly targeting their mailbox.
You will surely not be the only one making the most of this channel. As a result, your audience might be receiving tons of emails daily.
How to stand out in this turmoil? Among all the different strategies, personalisation is one of the most used.
Now, there exists different level of personalisation. In this article, I’ll cover the main ones.
Content personalisation allows a warm contact between your brand and your audience. Above all, it is proven that personalised emails are high drivers for engagement.
Let’s compare these two examples of some past email I received.
I received this email from Mike Fishbein who is a personal development strategist on “How to Overcome Procrastination)
- Besides the typo, there’s no particular personalisation to the subject line and it doesn’t particularly stand out.
- I personally like to find my name in the emails I receive. This shows that the sender made some efforts to at least know my name as a valued reader.
However, starting your email right with the topic can also be of an advantage depending on your overall content structure.
On the other side, you have LinkedIn which is one of the best at sending personalised emails.
LinkedIn has an excellent way to make its audience predefined the emails they want to receive.
For instance, by updating your LinkedIn alerts, you get only emails matching your interest.
Let’s break down this past email I received from them.
- The subject line contains my name and puts forward my filters for the alerts. Even before opening the email, I know what to expect.
- The use of my picture and my name add to the personalised service.
- Here, LinkedIn used the FOMO effect and community building approach to create trust. This also gives more credibility to the content resulting in higher click rate.
- LinkedIn shows that it cares for my interest and also that it knows my preferences.
- At last, number 5 is a specific place where the biggest professional networking website cross sells its premium services together with my picture.
As a summary, personalisation adds to the customised experience you are offering to your audience.
If you want to stand out, experience is what matters.
What you need to take out
We receive tons of emails daily and most of the time, we omit reading them because of various reasons. Emails that work stand out and offers a customised experience to the reader.
When brands are genuinely interested in their customers’ preferences and not just focused on selling their products, brand love occurs. And this even through emails.
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