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Are you making the most of your email marketing? | Bitlab

Are you making the most of your email marketing?

by Esther Tyreman / Website Design

With so many digital marketing trends available, it is easy to forget the humble email. When in actual fact, it is one of the most powerful tools that you have at your disposal. Research has shown that people, who buy products marketed to them via email, spend a huge 138% more than people outside the marketing campaign.

People that have subscribed to your site are warm leads, they are interested enough in your products or services to sign up to updates. If you take advantage of this opportunity you can make your email marketing work for you.

Say it with your subject line

We have all received an email where the subject line doesn’t attract our attention, makes us think it is spam or doesn’t make us want to open it and herein lays the problem with email marketing. You can have the best product in the world but if your subject line doesn’t make your customer want to click open, then it is all a waste of time. Try these simple tips for your next campaign.

  • Keep it short – don’t put people off with long, wordy subject lines, keep it between 6-10 words so that you don’t ramble.
  • Don’t oversell – Keep sales language to a minimum, you don’t want to scare people off.
  • Merge tags can help you to personalise your subject line and personalisation leads to more opens.
  • Explain the benefit of opening your email. The customer should know what’s in it for them before they open it.
  • Avoid using capitals; nobody wants to be shouted at.

Call- to- action

Focus on your call-to-action (CTA) and take the time to decide what you want the reader to do. Without a CTA, a marketing email is just an email. Make your CTA stand out and communicate a clear benefit for the reader to click through.

The truth is, Fear of Missing Out or FOMO is a genuine concern both in the real world and online, so consider using a time sensitive offer to create a sense of urgency.

Make it personal

Personalising your subject line is optional but making the main content of your email personal can be very beneficial. Target your customers by using previous purchase history, subscription preferences, location or interests. The email appeals to each individual which makes it harder to ignore.

Keep mobile in mind

Mobile is taking over; emails are now mainly read on a mobile device so if they are not responsive then you’re missing out. Avoid wordy emails, long text and mobiles don’t mix well, highlight the main benefit of your email and build the content around that. Make your CTA clear and big enough to see.  We have all had an email where the test is too small to read, let alone click on. Make it easy for your mobile users to click through. Make sure your images are displayed as they should be, check that they load properly and at the right size.

Transactional emails

A transactional email is received when you complete an action, such as setting up an account, completing a purchase or inputting your details. By using a transactional email as an opportunity to cross-sell you can optimise your marketing strategy and improve your click through rate.

Testing, testing

By carrying out an A/B test on your campaign before you launch it you can optimise it to deliver the best results. Split your audience and use smaller segments, send the same email with one aspect that is different that way you can see which campaign performs the best. Once you have analysed the results you can send out the highest performing campaign to your whole audience.

At Bitlab, we understand how important it is for your business to remain present in your customers’ minds. We offer a range of marketing services from content writing to paid search. We take the time to understand your businesses needs to deliver a tailor-made solution. Contact us on 0191 4350 030, use our contact form or email info@bitlab.co.uk.


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