How You Can Make Email Marketing Work for You

June 20, 2016

Email marketing is still a powerful means of capturing audiences and increasing conversions. If we’re clever about the way we structure our strategies – and the emails themselves – we can speak to our customers in a whole new way.

Especially in a mobile-first world, email marketing provides an easy-to-consume snapshot of your brand; it’s important you get it right. Today, we’re showing you some ways you can leverage this efficient tool and promote your brand.

Measure your results effectively 

The success of an email marketing campaign can be measured in two different ways. Firstly, we can see how many people were captivated by the subject and decided to read the email – this is known as open rate. Then, we can see how powerful the message is and how many people are engaged – this metric is referred to as click through rate (CTR) and measures number of website visits from hyperlinks in your email.

Each is as important as the other in creating a marketable brand and for driving valuable traffic to your site. The users who land on your site via an email communication are inherently more valuable than those who stumble across you by way of organic search. After all, they have chosen to enter their email and already have some level of relationship with your business. They’re the perfect people to send marketing communications to, as they’re much more likely to respond.

Place attention on your brand image

Email is an interesting means of communication. Similar to social media, it takes place in an environment that you don’t have the full control of. While you can dictate the words and images that appear in your EDM, you’re unable to change what messages are sent before and after. Unlike your website, where you have complete autonomy to deliver the user experience you want, across multiple pages, the experience in an email has to be delivered in one, compact shot.

Your emails have to be a micro-extension of your brand. The tone, content, imagery and brand have to be on-par with what your target consumer will find on your website. Should they be disparate, your user will likely become confused and your brand credibility will lose out as a result.

Don’t treat email as an afterthought; pour as much attention into engaging your reader here as you do your website. After all, after their initial visit to your site, your emails might be the only exposure they have to you. Make it count.

Send relevant content and send it on time

On the last point, ensure your content is timely. Like a blog, email marketing allows you to be up-to-the-minute, delivering industry news and offers to your consumers in a timely fashion. In doing so, you’ll position your brand as a relevant and knowledgeable source of information.

Don’t just send fluff; think about what will actually be useful to your consumer. This may be tutorials, news posts, opinion pieces or even free image downloads, work out how you can provide actionable content that will convert them into customers.

Ensure you always send your email at the same time every day, week or month to create an expectation in your customers’ minds. That way, if your content is good enough, they’ll be rushing to read it.

Mobile-first design

Your design should always be mobile responsive, otherwise you risk losing out on a huge portion of potential readers. We’ve all heard the statistics around mobile phone usage. Now, more than ever, browsers are abandoning their desktops. It’s becoming even more important to set up your email for small screen browsing – in fact, this should be what you concentrate on first and foremost.

If you don’t have the technical know-how, rely on free software like Mail Chimp, which will allow you to create templates that automatically scale to the browser size. This way, you’ll tap into all the users who may be interested in your content.

Simply by streamlining your email marketing strategy, you’ll be able to harness more readers than ever before and have a larger conversion rate.