Sending emails isn’t always easy. And with the demands of our fast-paced, digital world growing by the minute, it’s only getting harder to keep pace. But as well as being difficult, it’s also something that can be improved on. With an open mind and a few practical tips, you might just be able to find your email game again.
If you’re sending the same emails over and over again, you’re wasting an opportunity. And you’re not doing yourself any favours, either. As well as looking unprofessional, this is also a sign that you don’t have a clear understanding of your audience - and what they want from you. It can also be a sign that you just don’t know your own business well enough to make changes. If you’re sending emails that are the same - but with a slight tweaking - you’re sending the same emails over and over again. And that’s a waste of both time and money.
If there’s something about your email that seems hard to understand, it’s probably the call to action. Because if the content of your email is clear, the call to action is crucial. If your call to action is unclear, or even unclear to your own team, it’s incredibly frustrating for your readers. And it’s likely that, even if they like your email otherwise, they won’t act on it. So, if you want to see increased open rates and click-through rates, you need to make sure that your call to action is crystal clear. But, even more importantly, that all of your team - and your target audience - understand it, too.
Marketing automation tools are changing the face of email marketing. For one thing, they're helping marketing teams get more accurate results with less effort. For another, they're helping marketers send more emails and get more responses from those emails. And, by doing so, they're boosting ROI. When you're sending emails, you need to be mindful that the timing of your content is as important as the quality of your content. You'll also want to make sure you use a subject line that makes people want to open the email. And, when it comes to the call to action, you need to make sure that you're sending emails that get people to take action. With a marketing automation tool, you can set up your emails to send at certain times of the day, certain days a week, and certain days of the month. You can even set up emails that go out at set intervals - like every six hours - so you're sure to get a response every time.
We've all been guilty of sending the same emails over and over again. And, as we touched on before, that's a mistake you shouldn't make. But, aside from not keeping up with the times - and that's an inevitable part of any business - there's another reason you might be repeating yourself. And that's testing. When it comes to email marketing, the best thing you can do is try different things. You can do this by testing different subject lines, different call-to-actions, different content, and so on. And, when you're trying these things out, you need to be mindful of the data. You can see what content gets the best results for your audience, what subjects people are opening the emails on, and, most importantly, what content gets the most clicks. If you're not seeing the results you want with the things you're doing now, then you need to test something else.
It's important to use data to inform your email marketing strategy. If you don't know what content works best for your readers, how can you expect them to react? Let's say, for example, you're currently sending a monthly newsletter to your list. But you want to be more data-driven and test new content and types of emails. How can you make sure your readers actually open the emails? Make your content more micro-moment specific. Write emails that are shorter and more to the point. Think about your reader's attention span and how complex your content needs to be. You don't want to confuse your readers, you want to make sure they get the important information they need. All you need is the necessities. If your email includes too much fluff, you won't get your content read.
Sending emails is hard work - but it can also be incredibly rewarding. The best way to succeed is to keep testing new strategies, and adjusting your content to keep your audience engaged. But, as long as you're doing that, you'll be on the right track.