Adrian Foster

Five Simple Tips to Successful Email Marketing

One of the best ways to engage with your customers is through email marketing. You can use this to send communications on a large scale to all customers who have subscribed to your newsletter. We asked our Email Marketing Team for their top five tips for running an effective email marketing campaign!

1.Data Capture
Traditionally, marketers will use forms on site to gather information about their subscribers. Initial sign-up forms are extremely important as this will be the first data you obtain about your new subscriber. This information can then be used to target your subscriber on a more personal level, e.g. Gender, DOB or preferences. With this in mind, it is always useful to gather as much information at the point of sign-up. However, beware of asking too many questions, especially if they could be deemed ‘too personal’ as this could contribute to abandoned sign-ups if the questions are time consuming or too invasive.

2.User Journey
To ensure that your subscriber has a positive experience from start to finish (initial subscription to end purchase) you need to make the journey as smooth as possible. To do this you should oversimplify every step – don’t be ambiguous! One way to guarantee that your subscribers have a pleasant journey from email through to your site, you should make every CTA do exactly what it says on the tin and link through to a relevant landing page e.g. A product featured on your email should link directly to the product page.

3.Subject Line
If you can nail your subject line, you’ve taken the first step to a successful conversion. The subject line of an email is going to be the first impression you have on the recipient making it a vital part of your email campaign. The subject line can determine whether your subscriber will open your email, read your content and finally click through to make a conversion. The recommended characters to use within a subject line is below 50, this is to ensure it is visible within the inbox so try to keep your subject lines short and snappy!

4.Maintain a Relationship
One of the key ways to encourage conversions on site is to keep your brand in the forefront of your customer’s mind. Once you have obtained your customers email address you can begin to build a relationship by sending regular communications, e.g. New arrivals, lifestyle emails or promotional offers. In order to maintain a relationship you should aim to send personalised emails containing dynamic content such as the subscriber’s name, date of birth or newsletters relatable to their gender. Emails containing customer behaviour such as have/haven’t purchased within a date range or has purchased a particular product or brand are also important to maintain your relationship and keep your subscribers engaged with you as it emphasises that you pay attention to your subscribers’ interests.

5. Testing
Finally, the only way you will know whether the email campaigns you send to your subscribers are beneficial in terms of performance is to test each variable. There are many different variables that you can test within an email such as subject line, date/time of send, content, CTAs or imagery. The best way to determine the most successful variables for your email marketing campaigns is to A/B test each condition. A/B testing is where you set a goal, e.g. Highest open rate, click through rate or revenue generated, you would then send different conditions to sections of your database to see which condition excelled. With the information gathered from your A/B tests, you can then begin to shape the rest of your email campaign to suit the preferences of your subscribers.

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