Many business websites out there include a newsletter option in their template, but not enough companies take advantage of it.
A well-constructed email campaign can retain clients, encourage repeat business and drive sales, so why don’t companies use it? Worse still, some send out poorly laid out, unfocused content with no definitive goal. With the right email marketing provider, and some advice on how to get the most out of your emails, you can make your email campaigns an effective tool for improving engagement.
Have a clear 'call to action'
This sounds obvious, but is often overlooked. You have a new product or service, so tell your subscriber about it, inform them of your unique selling points, make it easy for them to find out more by adding a link through to your website and make it clear why they should do that immediately, for example ‘news just in, limited stock, 10% off’.
Make it relevant
Get to know your audience and target different campaigns to different interests. Using segments based on location, job title, industry, special interests for example will make sure your campaign reaches the right people, and keep them engaged rather than unsubscribing.
Professional but personal
Customers want to know they’re dealing with a person or team, not a faceless corporation. That being said, being too casual can lead to emails looking sloppy and unfinished. Include names and staff photos, but make sure your images aren’t blurry and all your links work!
Links, links, links!
Speaking of links, be aware that your customers might not always want to be contacted by email. Be sure to give them other options to stay connected like Facebook, Twitter or Instagram, and make sure your social media stays up to date too.
Always test and then test again
So many silly mistakes can be prevented by sending test emails first. Do all the links work? Have you included contact information? Is the subject line and preheader effective? A digital marketing provider will make sure these are easy to complete.
Keep contacts current
Gmail and other email providers rate campaign senders. If you get a lot of bounces or high unsubscribes, your rating will go down. This leads to emails being flagged and potentially marked as spam. Using marketing software to manage your contacts list makes keeping it healthy easy.
You’ve crafted the perfect campaign to send to your contacts, but when to send? Getting the timing right for an email to land in inboxes can make the difference between an ‘open & engage’ and a ‘delete without reading’. Most email marketing software has reporting so you can see when is the optimal send time.
Pick Our Brains
Now that you have had a read through our email marketing tips, we welcome you to pick up the phone and pick our brains for some further tips and advice. The Smart Messenger team are based in Norfolk, England and we love a good chat to understand your business and what it is you are looking to achieve. We are happy to give free advice and help you get going or shake up your email marketing campaigns to get the results you want.
Ready to kickstart your marketing or inspired to explore what else you could achieve?
Our expert team are ready to help you achieve your goals – and get great results. Ask a question, book a demo or get an expert perspective today.
We're sending your message.
Your message has been sent.
There's been a problem, please try again later.