Digital Marketing Best Practices For Email Marketing

Email marketing is a digital strategy that uses email communications to reach existing and potential customers, building relationships while keeping your brand top of mind and driving traffic and sales.

Personalization has been shown to increase conversion rates, so adopting this strategy is paramount to business success. From using lookalike audiences on Facebook to date-based automations in Mailchimp, personalization offers great returns.

1. Focus on Engagement

Email marketing is one of the most powerful tools you have at your disposal to stay in contact with customers, yet many businesses focus more on building their list than engaging their subscribers. A well-engaged email list drives traffic back to your website and ultimately results in sales; that is why increasing engagement through email is so vitally important.

Engaged subscribers are key components of successful email marketing, so engagement should be measured by how frequently your subscribers open, click, and interact with your content. There are various approaches available for increasing email engagement: personalization, segmentation and landing pages to direct subscribers directly towards relevant information.

Personalization involves customizing subject lines and content specifically tailored to meet subscribers’ interests, while segmentation involves automatically grouping subscribers according to common characteristics such as demographics, time zone or purchase history – this allows you to send more targeted emails that are likely to be opened and clicked upon.

Utilizing captivating imagery and graphics to tell your brand story creates an immersive experience for readers, which can help establish your business as an industry leader and establish trust with its target market. Incorporating interactive elements like quizzes or polls can further add intrigue, leading to stronger brand loyalty while decreasing unsubscribe rates.

2. Use Personalization

Email marketing can be an extremely effective tool for businesses seeking to connect with new customers and foster existing ones, and nurture relationships. One effective strategy for doing so is using personalization techniques in your emails – for instance using subscriber data such as names or birthdays in order to make the messages feel more tailored towards individuals – such as including contact names, birthday dates or shopping preferences in emails that you send.

Personalizing emails is easy by adding subscriber names or details in the subject line of each email sent out, creating a sense of relevance and helping it stand out in an overcrowded inbox. Furthermore, personalized subject lines are 26% more likely to be opened than generic ones!

Email personalization can also include offering relevant offers based on subscriber interests or behavior. For example, after purchasing from your business, an educated email can demonstrate your desire to support subscribers with making the most out of their product – showing your subscribers you care and want them to succeed.

Personalizing emails also means segmenting your list based on demographic factors like age, gender or location. This way you can send targeted content that increases engagement and conversions.

3. Make It Mobile-Friendly

Smartphones continue to dominate the digital landscape, necessitating email marketers to tailor their messaging specifically for mobile users. A report by Campaign Monitor indicated that seventy percent of recipients will delete emails which don’t properly display on mobile devices; this can lead to lower open and conversion rates as well as reduced ROI.

Marketers looking to ensure emails are mobile-friendly should prioritize a clean design, simple copy and clear call-to-action buttons. Images should also be appropriately sized with plenty of whitespace so subscribers can click links easily on their phones. Alternatively, responsive templates that adapt automatically for various screen sizes or manually coded emails that display appropriately can help facilitate this goal.

Peonies’ example uses high-quality product images to attract subscribers’ attention, as well as an easy call-to-action above the fold that readers can click from mobile devices. Furthermore, this email utilizes white space effectively between design elements and text to make mobile reading effortless – this is key as studies conducted by VWO showed CTAs surrounded by more white space have 232% higher conversion rates than CTAs without this feature.

4. Keep It Relevant

No matter your experience level or industry expertise, following these email marketing best practices will help your business achieve its goals. Email campaigns have the ability to increase engagement, conversions, website traffic and brand recognition – all essential elements to business success.

Segmenting your email list into specific groups is another effective strategy for increasing email relevancy. Doing this allows you to send more targeted and tailored content that caters specifically to each subscriber group’s interests and needs, making it easier for subscribers to engage with your audience on an intimate level.

To keep email messages from coming across as impersonal, include someone’s name in your subject line or greeting and personalize its content accordingly. Doing this makes them feel as if the email were written just for them and increases engagement and response rates – sustainable dinnerware company Fable employs instant personalization by including their subscriber’s name as part of its welcome email and suggesting products which match up with purchasing history.

Not only should emails contain clear call-to-action (CTA) buttons for subscribers to understand what action should be taken next, but mobile device viewers should also easily spot these CTAs. Ensure that all mobile device viewers see them easily as well.

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