Emails and E-newsletter Design
A few ideas to help you improve your email marketing strategy
Email marketing is a highly effective tool for connecting business owners and consumers, whilst advertising products or services in a cost-effective, and easily accessible manner.
With the vast majority of consumers using smartphones as their primary communication tool, it comes as no surprise that email marketing is one of the most popular tools in your digital marketing strategy. Emails can be accessed easily via mobile phones or tablets, meaning businesses have the ability to target customers with new releases or products wherever they are, at any time of day.
The benefits of effective email marketing include:
- Increasing website traffic and sales
- Growing your social media following
- Connecting effectively with past and potential customers
- More cost-effective compared to direct mail
- Having the ability to configure automated emails to nurture leads specific to where they are in the conversion funnel
- The majority of consumers spend many hours a day on their mobiles, meaning email marketing materials can be accessed anywhere at anytime
- Customers will be notified via email with marketing content
- Email marketing allows you to keep track of signups and keeps your GDPR compliant database updated
- Helps you to improve customer experience and predict consumer behaviour
Know your audience
An understanding of your audience is important before you start emailing them. Your audience is more than just a demographic group. Consider how and when they prefer communication, and what distinguishes them from the general population.
Experiment to see what works
A/B testing parts of your emails can help you to make informed decisions to improve the performance of your emails over time. As your product or service evolves over time, so does your audience, so your email marketing strategy too will develop over time.
Do your pre-send checks
One of the most important steps in email marketing is carrying out pre-send checks to identify any rendering issues, typos, broken links and potentially spammy elements. These issues can lead to lasting consequences, especially on your sender reputation, if the audience can’t read or engage with your email effectively.
Define your performance metrics
It is likely that performance metrics will differ depending on the purpose of the particular email. For example, if you are notifying your audience of important changes to your service the key metric will be your open rate. But if you are providing your audience a special offer to redeem on an online purchase your key metric will be click through rate.
Focus on quality over frequency
The email inbox is a noisy and very competitive environment so it is tempting to ramp up your email frequency to help to get seen. However, sending too many emails to your audience will likely result in a loss of engagement and rise in unsubscribers, so start slow, and as always get to know your audience and what works best for them.
Reward your VIPs
Your VIP audience is your biggest asset when it comes to your database of contacts, so it is a good idea to show those who always open and click your email a little appreciation for their loyalty and engagement. This could be giving them special offers and discounts, or even engaging them through an incentivised survey to get their feedback on how you can improve your service.
Where does AlphaQuad come in?
The simple answer is, wherever you need support. With platforms such as Mail Chimp (our preferred email marketing and automation platform) offering a flexible and cost effective solution to email marketing and automation the possibilities are at your fingertips, but it can often take up a lot of time and resources to really get the strategy and set up right, and of course with many features available it can easily get overwhelming.
We understand how important emails are to your digital marketing strategy, and we have the knowledge and experience to be able to support you, from setting up branded email templates, automated processes and analysis of data and engagement.
