Email Marketing – 8 Top Tips for 2018
Email marketing is constantly evolving, and as we enter 2018 it’s essential for marketers to keep on top of the latest developments and to adapt their strategies to maximise performance.
In this post, we explore how you can step up your game and improve the results of your marketing efforts for the year ahead.
Set some goals
All great marketing campaigns are underpinned by strategy and purpose, and this applies to email marketing in 2018 as well.
Before sending an email, clearly define a reason for sending it, and set some goals in terms of what you want the recipient to do (other than open it!).
This might be to visit a specific page, fill out a contact form or redeem a promotional code. When creating the content, tailor it to these goals, including clear calls to action and some in-text links, pushing readers towards taking the actions you want them to make.
Did you know that (according to e-marketing specialists Campaign Monitor) emails with personalised subject lines are more than 26% more likely to be opened? Around 2/3 of all the emails sent worldwide each day are never opened – and finding ways to boost open and read rates is central to the success of any effective e-marketing campaign in 2018.
Personalisation of email marketing doesn’t just mean using the recipient’s first name in the subject and top line. Sending emails from a personal account, rather than from a generic info@ or noreply@ will help to boost engagement.
If your email marketing campaign is going to be successful in 2018, it needs to be properly targeted. Quality over quantity is the name of the game here.
Making each email sent more personalised and relevant to the individual will significantly increase the ROI of a campaign. In 2018, this doesn’t just mean segmenting your customer list – it means introducing real personalisation, based on each recipient’s activity, profiles, preferences and purchases.
It also means taking the time to measure the performance of each campaign (see point 7)!
Give and take
Email marketing is often perceived as spam, and taking steps to distance your campaigns from the flood of other emails in the inbox will pay dividends. One of the best ways of doing this is to add value by giving something away as part of your email marketing.
This could be an exclusive discount code, a free trial, or a piece of valuable content packed with useful tips or insights – something that brings value, rather than simply encouraging customers to spend money.
Stop sending graymail
Constantly sending emails to people who don’t open them isn’t just a waste of time and money – it can also prevent interested customers from opening your mail.
Unopened bulk emails sent to opt-in subscribers are known as graymail – and many inbox providers have started to classify these as spam. This could mean your emails never reach the inboxes of people who really want to read them.
Monitor unengaged subscribers (see point 7 again!), and suppress them. This will improve overall open rates, and show inbox providers you’re responding to the behaviour of your subscribers.
Optimise for mobile
This one is simple – make sure all your emails are fully SEO optimised for mobile, so they look good on any and every device. We’re in a mobile-first society and it’s now more likely that the recipient of your email marketing will be viewing emails on their phone than a desktop or laptop.
Test, test and test again!
One of the best things about email marketing is that it’s so measurable. However, there’s no point in measuring the performance of your campaigns if you’re not going to do anything with that information!
Regular A/B testing, performance monitoring and tweaking are essential. This is an ongoing process. Small improvements build up over time, and by discovering what works and what doesn’t, you can significantly improve the effectiveness of your email marketing throughout 2018.
Keep clean lists
New GDPR regulations are coming into force this year, which will have a big impact on email marketing.
One of the key aspects is the way that companies are allowed to use the data they’ve collected. In practice, it means an end to bought in lists (good news), and the requirement of opt-in consent for existing data. To stay compliant and avoid the potential of heavy fines, companies need to keep recipient lists clean, whilst finding more persuasive ways to encourage customers to sign up for e-marketing.
Expert Email Marketing Support from Eyeweb
Is email marketing working for your business? Want to boost open and engagement rates? At Eyeweb, our digital marketing team specialises in helping businesses to achieve their commercial objectives through effective, targeted and tested email marketing support.
For additional information, or to arrange a free, no obligation e-marketing consultation, please get in touch by calling 01482 628830, or by emailing firstname.lastname@example.org today.