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
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
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.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.