A super quick refresher on 14 quick fixes to immediately make your email marketing more effective
- Consistency matters! – Frequent Ok emails are better than irregular great emails….. So create a publishing schedule you can stick to. Start with monthly and work up from there.
- Start a “swipe file” – This is a place you can save any marketing content that has moved you. Doesn’t need to be fancy. The only key thing is it needs to be accessible on all devices.
- Subscribe to lots of newsletters – Competitors obviously makes a lot of sense, but go broader than that to find inspiration for your own content.
- Focus on one thing at a time – Try to keep the focus of each email on a singular topic. It makes it easier to link the subject to a call to action if the reader isn’t jumping from topic to topic.
- Use preview text – Don’t just focus on the subject line, make sure to utilise the preview text shown below the subject in email clients to tease the reader into wanting to know more.
- Treat emails like a funnel – Subject line, preview text, intro paragraph, call to action…..
- Read your email out loud before sending – does it sound like the way you talk? Great email marketing is conversational. Try using a voice memo app to dictate into until you get it right.
- Open rates matter (but not as much as you think) – Don’t lose sight of the goal of the campaign! Make sure the offer and CTA get the attention they deserve!
- Make the most of automation – Invest some time in at least one automated email sequence. Start with a great welcome / onboarding sequence!
- Segment your list! – Don’t send the same email to everyone on your list. Segmenting your list helps you personalise your message and dramatically increase results.
- Split testing works! – Split test your subject lines and welcome sequences until they’re fully optimised. Improving each step is never a never-ending process. Don’t get complacent.
- Check your links – Make sure every link in your email works as it should before sending. This is an easy thing to overlook and can kill a campaign and subscriber confidence in one hit.
- Keep it short – There are some exceptions but as rule peoples attention spans are getting shorter, so get to your point as quickly as possible to avoid turning off your subscribers.
- Don’t be afraid of replies – In fact, I recommend you ask for them. Email is a relationship-building tool, not a one-way tannoy system.
