3 Tips for Improving Your Email Marketing

By JOHN FOLEY – July 10, 2018

Email marketing can be one of the best tools for connecting and engaging with your target audience. As a way to directly communicate with individuals interested in learning more about your brand, email marketing provides you with an opportunity to share updates, promotions, and news with customers and clients.

However, effective email marketing isn’t as simple as just typing out a message and hitting send. In order to get the attention of your audience, you need to create content that grabs their eye and encourages them to engage.

If you’re not seeing the results you’d hoped for from your email marketing, you may have some room for improvement. To help you elevate your email strategy, here are three tips to follow to start seeing better engagement.

1. Send Mobile-Friendly Messages

Mobile devices are becoming more and more popular among audiences of all ages. When customers and clients are viewing your content on smartphones and tablets, you need to be sure your messages fit the screen they’re viewing it on. Sending mobile-friendly content is a great way to better engage your target audience.

To make your email messages more mobile-friendly, stick to the basics. Avoid adding multiple columns that may require horizontal scrolling and make sure images automatically adjust to the display size. Additionally, use call-to-action buttons that are easy to click.

TIP: If you are using a marketing automation tool, like MAX, make sure to send out test emails to yourself. That way you can see how your message will look in different inboxes and on multiple platforms.

2. Create Segmented Lists

Your message recipients are likely to be at all different stages of the buying process. If you want to successfully convert as many customers as possible, you want to send each individual an unique, tailored message that fit their needs, questions, and problems. By segmenting your lists, you’re able to send more personalized content to help recipients through the buyer’s journey.

Segment your lists according to what content your user engages with and how they enter your subscription list. Through adding tags and notes to each subscriber, you can provide them with the unique content they’re looking for to get them to convert.

3. Focus on Your Subject Line

Subject lines can be one of the trickiest parts of email marketing. As the first (and sometimes only) part of an email that your recipient will engage with, you need to be sure you’re being interesting and informative at the same time. Without the right subject line, your email may go straight into the trash.

Make sure your subject line is clear and to the point while also encouraging the recipient to open the message to get more information. If you’re offering a deal or promotion, make it apparent within the subject line. On the other hand, if you’re just looking to connect, you can make your subject line witty, funny, or conversational.

When done correctly, email marketing can help you convert more leads into high-quality customers. With these three tips in mind, you can refine your email marketing strategy to see better results and higher conversions.