February 07, 2020

Top 5 Email Marketing Tips for Brands to Follow

“Don’t use BIG words, they mean so little” – Oscar Wilde

Email is one of the most successful marketing mediums for spreading a message. Studies have shown that email marketing helps generate more sales than other forms of social media marketing on Facebook and Twitter. Connecting to target audiences with the right message through email marketing is in absolute demand by brands. By incorporating email marketing in a digital campaign, small brands not only can generate more quality leads but can also connect to their prospects at a higher level in the sales funnel, eventually converting them into customers. The correct procedure should be followed for constructing emails that include proper goals, short and accessible subject lines, attractive design and strategic content to grab the short attention span of customers.

Let us dive into some practical and effective email marketing tips:

1. Personalize emails

Personalization is one of the most important elements that brands need to focus on to succeed in every campaign. However, people misunderstand personalization as only addressing a subscriber by name or drafting an email in an informal manner. Although this is important, there’s more to personalization such as:
  • Being relevant
  • Sending emails on time
  • Anticipating the subscriber’s needs
By leveraging the power of personalization, brands can make their subscribers feel special, which in turn increases the chances of them doing business with the brand. Also, adding a personal touch to email marketing has a direct impact on the number of conversions. Source:  

2. Email segmentation

The emails that are being sent to target customers need to be relevant to their interests. Emails relevant to the recipient tend to drive 18 times more revenue when compared to generalized emails.  Email segmentation involves dividing an email list into more refined targeted groups. This can help brands target customers based on personal preferences. Also, segmenting an email list based on the customer’s age, gender, geographical location and buyer persona helps a brand send relevant and meaningful emails. This increases the chances of getting a higher number of sales in the long run. Here are some ways to segment an email list:
  • Sending frequency
  • Survey results
  • Previous purchases
  • Purchase cycle
  • Email activity

3. Regularity, timeliness and consistency of emails

Brands often tend to have the fear of being marked a spammer. However, brands can rest easy if they are sending out emails to subscribers who have willingly joined the email list. When businesses are making an effort to build and nurture a list of loyal subscribers who read their emails on a regular basis, there should be no hesitation in sending daily or weekly emails because this eventually helps to increase the number of sales.   Source:  

4. Short and clear emails

Email messages to subscribers should be short, concise, relevant and clear. Such emails help brands receive better results from the campaign. Keeping emails short, interesting and to-the-point also makes it easier for people to take the desired action.  Some tips on how to keep emails short without miscommunicating it:
  • Draft as much required to convey the message
  • Use bullet points to break the email
  • Incorporate only one major call-to-action 
Also, keep in mind that most subscribers are likely to read an email on a mobile phone than on a desktop. Therefore, taking the brevity approach will be more feasible and effective.

5. Meaningful subject-line

The open rate of emails exclusively depends on the subject line. According to a study, emails having a personalized subject-line have 26% more open rate when compared to emails with a generic and non-personalized subject-line. Therefore the subject lines should be straightforward and transparent revealing what the content in the body could be about. Ultimately, for brands, it is not only about opening the emails once, but also building a trustworthy relationship with subscribers so that they open the emails again and again.  Few tips that can be followed while crafting subject-lines:
  • Connect to subscribers on an emotional level so that they enjoy reading emails. The subject lines should be natural to let them know that they are receiving emails from a real human and not a robot.
  • Longer subject lines should be avoided as they tend to be confusing and also hard to read and understand. 
  • Emails that are personalized are more likely to be liked and shared. But avoid going overboard with it as it may come off as unprofessional.
Brands should always make sure that their emails convey what the audiences want to hear. The above email marketing tips may seem to be simple but when applied, can deliver positive results. Correct steps taken at the right time can gradually prove to be fruitful and may help maximize success. To know more about email marketing, leave us a message and we will get back to you.