Top Tips to make email marketing work for your business
The following post is a guest post from The Data Octopus.
We spoke to The Data Octopus, the email data specialists, to come up with their top tactical way for making email marketing work, to make it engaging and targeted to your readers and getting the most out of it.
Marketers ought to know that email is a far more effective way to acquire customers than tweeting, posting and liking across social media, with email being almost 40 times more effective than Facebook and Twitter combined, according to a recent survey by McKinsey & Company.
The clash between social media and email has been discussed and debated since 2012, but while there is a lot of hype and excitement surrounding social media, email is the winner when it comes down to usage. The findings highlight just how important email marketing still is to businesses and companies everywhere.
If acquiring customers is the goal, email holds the advantage of not just sharing the latest family news or travel experience, but highlighting its acquisition strengths in comparison to social. In which case, although we have so many social channels available to us, email is and has been for a while, a dependable and reliable method.
Our advice on how to make email work
- Get the timing right: Are your email campaigns sent at the same time of day and is your subject heading applicable to the time of sending? A recent survey conducted by Experian found that late nights and weekends are the best time for B2C email marketing. On the other hand, working hours during the week are best when sending out to B2B focused companies.
- Focus on the journey, not the click: Consider the process and experience of the receiver when they open up the email – is it straightforward, interesting and visually appealing with call to action messages? Think about customising landing pages which send the user directly to the item or offer featured in the email, which can increase conversion rates by more than 25%.
- Personalise your emails: We collect a lot of data about our customers but do you use this to personalise email campaigns? Segmentation of email lists into different groups, based on shopping habits or location or interests for example, will help to target your messages and give more relevancies to your readers.
- Make the subject line attention-grabbing: A subject line needs to attract a reader but without telling the story behind the email, so ensure it is catchy and relevant. Be warned that the usage of words like ‘free’ and capital letters will send your email into spam, as can exclamation marks and sometimes the emotion icons.
- Give a call to action: A marketing basic, but it is surprising how this simple tactic is missed out on occasions, which could mean your intention of getting the reader to get in touch is lost. A call to action is required to grab their attention, engage them then take the next step and initiate the all-important conversation.
- Mobile optimisation is essential: Nearly 45% of marketing emails are opened on a mobile device, and if your email campaigns are not optimised for mobile devices this will increase your unsubscribe rate by up to 30%. Optimising your campaigns for mobile devices is a must.
- Sorry you’re leaving us surveys? It’s always good to know why someone has left you so why not add a simple exit survey to help your business understand the reasons behind unsubscribes. Add in an optional field where consumers can write feedback too.
With mobile added into the mix, marketers should take note of these findings and still give email a prominent place in your business strategy. Social media will always play a role in terms of getting your message out there, but perhaps at a less direct level. Involving mobile and landing pages will help to result in a comprehensive approach.
The Data Octopus are one the UK’s largest providers of marketing data for B2B and B2C sectors, working across all major sectors including to name a few, automotive, financial services, PPI, solar and investment data. Why not talk to one of our database specialists today and see how we can help your ROI with your next email campaign, we’re always here to help!
If you liked this post, you might also like Personal Branding: Tips for getting the most out of LinkedIn from The Data Octopus’s sister company, The Media Octopus.