Nine Top Tips To Improve Any Email Marketing Campaign
In his latest post for B&T, the founder and director of Shout Agency, Michael Jenkins (pictured below), offers some top tips for marketers whose game is email…
Anyone can send emails, but if you want to make the most out of your email marketing campaign’s performance, you must be on the cutting edge of the latest techniques. Here are nine tips to create an email marketing strategy that will boost your ROI and keep you ahead of the competition.
- Personalise for performance
Personalisation is the crux of a successful marketing campaign. It propels your brand forward past your competitors, and helps you connect with your target audience. The obvious first place for personalisation is in the subject line. Use the recipient’s first name or some other personal detail to catch their eye immediately. In the body of the email, you can use specific details such as information about prior purchases they’ve made.
- Segment for success
Get to know your customers so you can create segmented email lists based on various buyer personas. Buyer personas are representations of your ideal customer. When you identify each persona’s desire, needs and challenges, you can craft customized content that resonates with each persona. Doing so, increases your audience’s experience and helps improve your conversion rate. Keep them as simple as possible and don’t overdo it. The number of buyer personas you use depends on your business; 4-6 is average.
- Create consistency
Consistency is vital for the success of any marketing strategy. If your customers expect an email from you, they are more likely to open it. Send out emails at random intervals and your emails will probably get marked as spam and you lose your audience. You need to develop an email marketing schedule to maintain consistency and help build rapport with your customers. But don’t just be consistent with your scheduling you must also be unfailing with your content. Make sure your emails contain information that is interesting and useful to your audience, meeting your strict brand guidelines.
- Add automation
You can maintain consistency in your scheduling by using automated follow-up emails. You can set up workflow emails that are triggered by your leads’, and customers, behaviour. For example, let’s suppose you sent out an email thanking visitors’ who signed up for a free trial on your website. You can follow this with a series of emails over the next few weeks, providing them with additional information and giving them an opportunity to contact you should they have any questions.
- Manage metrics
Do you know the effectiveness of your marketing strategies? You won’t unless you run an A/B test on your emails. Test one variable at a time, such as subject line, calls to action, personalization, body text, closing text, and images. Each of these variables can a have a massive impact on the success of your campaign, and A/B testing will allow you to tweak your emails to perfection.
- Seductive subject lines
Don’t underestimate the power of a great subject line. Some 35 per cent of email recipients open email based on the subject line, and those that include the recipient’s first name have a higher click-through rate than those that don’t. Your recipients are already bombarded with emails, so you need to stand. Taking time to come up with an impactful subject line will pay off, so let your creativity run free and grab your audience’s attention.
- Manage mobility
Most of today’s consumers read their emails on a mobile device. Keeping mobility in mind will add to the success of your email marketing strategies and will mean that your campaign reaches the widest possible audience. You can make sure your emails are mobile friendly in the following ways:
- Keep subject lines short
- Keep the body of the email under 600 pixels wide
- Use a large font size
- Avoid menu bars
- Display small images
- Use a single column template
- Customise
Create recency and frequency with your database by creating a custom audience across Facebook and Google. When the custom list is created, you can then specifically target your database with a tailored message that will create cross-channel alignment and a stronger content marketing strategy.
- Report regularly
Tracking and reporting are key factors in any successful marketing campaign. You need to know your stats and use them to your advantage. The purpose of email marketing is to develop a long-term relationship with your clients. Keeping abreast of your analytics will give you a bigger picture of engagement trends, so you will know exactly what your audience is interested in and which goals you are reaching.
The more effective approach you take with your email campaigns, the more customers you will retain and the more leads you will convert. Use these tactics to keep ahead of your competition and stay on the forefront of email marketing.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.