created by Emma Pawling /
Marketing Delivery Manager
The truth is, nobody likes receiving spam mail. It’s therefore essential that you make your emails stand out from the crowd and grab the attention of your audience from before they even open the message.
Why is email marketing important?
Despite email being one of the older channels for digital marketing available, it is still a widely-used medium for targeting existing and potential customers, simply because so many people use it – 54% of the world’s population, or 3.7 billion, in fact. Email marketing therefore remains a very useful tool to use when promoting your business, if you know how to make the most of it!
Write a good subject line
The subject line is a great place to start when crafting a new email campaign. Like a newspaper headline, this is the first thing that your recipient is going to see, and you only have one chance to impress so make it count! Avoid spam terminology and inform people clearly what they’ll be getting from your email, personalising with a name where possible will also gain trust. Research has revealed that 41-50 character subject lines result in the highest click-through rate, so try and keep around this length for best results.
Use segmentation
When you’re just starting out with your email marketing campaign, you may not be able to employ this method as much because your recipient list simply won’t be that long! However, as your list grows you’ll need to consider targeting your emails more carefully and separating your email list into smaller categories to do so. For example, a cat owner will not want to be sent discounts for dog food and may end up unsubscribing from your email list because they believe you aren’t relevant to their needs.
By personalising different emails to match what your audience is interested in, you’re much more likely to get better engagement with your email marketing campaign. Remember, people are constantly bombarded with spam mail, so make yourself as relevant to your customers as possible!
Optimise for mobile
When 85% of people in the UK between 16-75 own a smartphone, mobile optimisation really is a minimum requirement. This means that any graphics you create must be created responsive to ensure that they display just as effectively on your mobile screen as they do on your desktop and you should put the most important parts at the start of your subject line to ensure that it displays.
We are a professional digital marketing team with extensive experience and success in creating successful email marketing capaigns for our clients. Contact us on 01202 684400 for more information on how we can help you with you email marketing campaign.
