You might consider making the language in your alt text actionable, such as "Click here to download the ultimate content creation kit." Actionable alt text will essentially turn every linked image into another CTA. So, even if someone doesn't see the snazzy GIF of my latest offer (or if they hover their mouse over an image that does show up), the alt text will beckon them to click.
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Think about mobile. If a campaign doesn't show up on mobile devices, it's not going to perform very well. Everything you send should be mobile-friendly. Check out ReturnPath's "Email in Motion" infographic for some data that might affect the way you design your emails. One of the highlights: According to the study, 63 percent of Americans and 41 percent of Europeans would either close or delete an email that's not optimized for mobile. Might be time to start using a responsive template.
When you share your opinions, avoid dipping into politics, religion, sexuality, and other topics where many people have almost fundamentalist views. If, however, you know that most of your audience shares your opinion on a topic thatâs important to them, you can instantly seem more trustworthy by pointing it out because people trust people who are similar to them.
Open and click-through rates (CTRs): Knowing who are engaged customers (those who open most emails and end up making purchases) versus inactive customers (who havenât opened any emails in months) can be invaluable. Marketing campaigns announcing a new product should absolutely include those engaged customers, while re-engagement campaigns can be created to try and entice the inactive customers.
Make your offers feel relevant. If you offer people something they donât think is relevant for them, they also think you donât know them or understand their situation. Segmenting people based on their interests, problems, company sizes, and other things can help with that a lot. But itâs not enough. Your offer might be a perfect fit for them, but how you present it has to be a fit, too. Focus on describing their problems, how theyâll use the product or service, and what they will have in the end. Donât talk about it from your perspective. No one really cares what you think about your product as much as they care about what theyâll get from it.
You might consider making the language in your alt text actionable, such as "Click here to download the ultimate content creation kit." Actionable alt text will essentially turn every linked image into another CTA. So, even if someone doesn't see the snazzy GIF of my latest offer (or if they hover their mouse over an image that does show up), the alt text will beckon them to click.
Bloggers are the most obvious example of focusing on this email marketing strategy almost exclusively. SaaS (Software as a Service) businesses are another group that typically heavily emphasize content emails. Of course, bloggers, SaaS businesses, and everyone else can send content emails while also using the other email marketing strategies. And you should do it, too.
Use your real email signature: Just like using a real reply-to email address, you want to use real contact information within the email and the best way to do that is to include your contact details in the email signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.
Are you willing to alienate people who disagree with your opinion? Sure, not everyone who disagrees with you will unsubscribe. But if you canât take the risk of alienating a large portion of them, itâs better to avoid the topic. The only exception are friendly disagreements. For example, it can be a good idea to show your support for a specific sport team, even if you know many in your audience like another team. As long as they donât take the sport very seriously, it can be just a fun thing to talk about. I could, for example, tell that Iâm more of a dog person (we have two dogs) than a cat person. I have nothing against cats, but I like walking with dogs. I doubt almost any cat person will hold that against me.
At worst, you might think Iâm a bit weird for caring so much about sound quality. Or you might think Iâm really weird if you knew that my loudspeakers are computer calibrated to my room. Or you might question my priorities if you knew I set up my office, so that my desk is nearly in the middle of it⌠mainly to be able to enjoy music better. But weâre all weird in some ways (and Iâll let you think this is the weirdest thing about me).
Genuinely effective campaigns segment the market as carefully as possible, and target accordingly. Relevancy is key for getting people to open emails and respond to your CTA â but what's ârelevant' differs from person to person. If you're going to make your emails as relevant as possible to everyone who reads them, you need to Segment, Target, and Position.
Donât talk down to people. I think this should be obvious. But looking at the email offers I get, clearly it isnât. Donât tell people, âNot buying this product would be idiotic!â or âOnly a fool doesnât understand the value in this service.â This whole email marketing strategy relies on you making people understand the value they can get from you. And sometimes that means making people see the downsides of not buying. But you can do that in a friendly, respectful way.
Now, work out the kinds of email communications which are appropriate and manageable for your brand. Newsletters? Generalised product promotions? Targeted product promotions? Order confirmation emails? Product reminders? All or a combination of the above? Work out whatâs appropriate for you, and work out whatâs appropriate for your personified customers, at each stage of their journey.
Alternatively, at least, an eye-catching design. Itâs worth letting a proper designer have a go at prettifying your emails. Customers are often opening emails on the go, so you need to work hard to grab their attention. Making your emails nice to look at is a brilliant way to hold their eye. Netflix put time and effort into making their emails stand out, personally and visually â and it pays off for them!
I appreciate you sharing this great article! If youâre still sending mass emails without updating your email marketing strategies, you'd noticed that results are disappointing, despite your efforts in updating your mailing lists and creating emails. If you arenât getting clicks, most likely youâve been wasting your time. However, these tips are game changers, I bet these would help a lot. A must read!
Personas provide a multi-dimensional method of targeting. Theyâre based, as the name suggests, on a projected persona for each customer âtypeâ. Get it right, and personas can help you enormously in both predicting behaviour and personalising your communications. Personas are a powerful technique, and theyâre increasingly used to improve the usability and customer centricity of communications.