7 tips for improving your email marketing

Email marketing can be a powerful tool for reaching and engaging with your target audience. But with so much competition in the inbox, it can be difficult to stand out and get the results you want.

In this blog post, we'll share 7 tips for improving your email marketing and increasing the effectiveness of your campaigns.

1. Start with the low-hanging fruit.

Email flows are a great way to generate consistent revenue. 'Welcome' emails are the Golden Goose of email marketing. There is an average open rate of 68.6% for welcome emails, compared to the average open rate across the board of 19.7%.

The Welcome Flow is only one of many highly profitable flows. Some other significant flows that you should probably be running are:

1. Abandoned Checkout
2. Abandoned Cart
3. Site Abandoned
4. Customer thank you
5. Cross-sell flow
6. Customer win-back flow
7. Browse Abandoned

2. Clean your list, always.

The deliverability of an email campaign is one of the most important factors. If your emails are going to spam, there’s no point in even sending them. If you don’t clean your list, you will constantly be sending emails to users who just aren’t going to open them and may even mark them as spam.

Always try a re-engagement campaign on users that haven’t interacted with your emails in a while, the ones that don’t engage, delete.

3. Always set up a lead capture form and always be testing it

This one may sound too obvious to a lot of you but I’m always so surprised at the number of websites that don’t have a lead capture form or still have the default template setup.

You should always have a pop-up form, not a static form at the very bottom of your site that says “sign up to our newsletter and receive exclusive information about blah, blah, blah”. However, it’s also important that your pop-up doesn’t appear as soon as a user lands on your site. There’s nothing worse than landing on a site and being instantly greeted with an Annoying pop-up.

You can test a few triggers for your lead form. What we’ve found works best is usually something like this:

• The user has been on your site for 8 seconds
• and is showing exit intent

You also need to test different offers for your lead form. For eCommerce stores, discount codes always work well. Other magnets that work well are exclusive eBooks, guides, mini-course, templates, etc.

If you don’t have a strong lead capture form setup, think of all the leads you’re losing. Sign-up forms can have an average conversion rate of 1% all the way up to 10%. For every 100 visitors, how many leads are you losing?

4. Be human

This is a big one. Email marketing is about building relationships with your audience, not spamming them with a constant flow of sales emails. When you write your emails, write as you speak. Don’t be afraid to use some slang and relax your vocabulary.

It also helps to speak directly to the individual rather than to the group, ensuring that your emails are speaking directly to the reader.

5. Always be telling stories

I know it’s not possible for every email, but tell as many stories as possible. People respond much better to stories, especially ones that they can empathise with.

One email that always works great is the ‘Customer Story’ email. Use a case study from an existing customer and turn it into a story that the rest of your audience can relate to. Structure it a little like this:

• Hook - grab your audience's attention, and give them a reason to stay until the end.
• Identify problem/starting point - if someone is on your email list, your product obviously fulfils a desire/problem for them, just like it did for the customer you’re telling the story about.
• Identify solution - how did your product solve this customer's problem, and how’s it gonna solve everyone else on your list’s problem?
• Call-to-action - always end with a CTA. You have taken your audience on a journey with this story. If they’ve made it to the end they’re obviously engaged, give them that one final push to purchase your product.

6. Be creative with your CTAs

This is a simple one. Do you know how many ‘Shop Now’ and ‘Learn More’ buttons your audience is exposed to every day? What do they benefit from clicking on your CTA? Figure that out and turn it into a short, sharp call to action.

7. Create a send check-list

I’ve heard some email horror stories. You would be surprised at how many big brands have sent blank emails, massive spelling errors, and just downright embarrassing content to their entire email list. It’s easier to do than you’d expect.

Make sure every single email, whether in a manual campaign or automated flow, meets all the criteria on your checklist.

Important ones to include: spelling (obviously), correct segment selected, CTAs work, desktop and mobile optimised (easy to forget).

I hope you found value in this post. I had a few more tips in mind but I fear this post may drag on a little. Feel free to add your own tips below or ask any questions!

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