In the world of digital marketing, emails remain one of the most cost effective and high performing channels for speaking to consumers. According to the DMA, email marketing has an ROI of £35 for every £1 spent, however this is only the case when subscribers are engaged in what you’re saying.
Segment Your Audience
Audience segmentation is a necessary step in making your emails relate to the recipients, which is very important when trying to increase your engagement with them. Audience segmentation is when you break up your audience into smaller groups to target them better. This could be through geographical location, purchase behaviour or their preferences.
Have a Good Subject Line
The subject line of your emails can either draw in consumers or put them off reading what you sent, crafting a line that stands out is essential. When making a subject line, keep it short and specific, avoid promotional words and be strategic if using emojis.
Design for Mobile First
A significant majority of consumers read emails on their phone as it’s easy to do when AFK like commuting hours or lunch breaks. Responsive mobile designs for emails and buttons instead of links will make your emails appealing to smartphone users. Also, testing on both Android and IOS is a great step to take as there can be complications between both of the platforms.
Create Clear CTAs
Call to actions are words or phrases which are telling the reader to do something, for intense “shop now” or “find out more”. UK audiences tend to prefer subtle wording of CTAs, so “take a look” could perform better than “SHOP NOW”.
Make it Visually Engaging
Good designs help keep readers engaged, especially when they’re on the go and already easily distracted. Incorporating brand colours, animations and not having long sections of text can go a long way. Stronger visuals help convey messages faster and more memorably.
Get the Right Frequency
Sending emails too often will annoy consumers and too little could make them forget about you, so finding a balance is essential. Sticking to a consistent schedule, letting subscribers manage their preferences and avoiding major sends on holidays helps your emails stay relevant to subs.
It’s always better to send fewer, high value emails than to flood people’s inboxes with unnecessary text.
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