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Is your email marketing as good as it should be?

Elizabeth Crawford

Your email campaigns can be continuously improved based on previous results. Keep reviewing your emails to optimise them for your target audience.

Email is the consumers favourite marketing channel, by far. The fact that it's also open and free means that there are huge opportunities to generate sales through email campaigns. But there's no single formula for email marketing success: your brand, audience and message will affect the optimum ingredients of your email campaign.

It can be difficult gaining traction on your email campaigns, and nearly 40% of businesses that use the channel fail to see any sizeable return from it. The rewards are gargantuan, though, as it can generate you up to 38x your investment when full optimised.

Here's how to optimise your email campaigns for success: 

Challenge 1: Your mailing list

mailing-list.jpgOne of the biggest challenges which can prevent you from even starting an email marketing campaign is the quality (not just quantity!) of your mailing list.

The quality of your mailing list can wholly dictate the success of your email marketing campaign. Putting together a high quality mailing list takes time - if you choose to do it organically.

Encourage your website visitors to use their email address and consent to signing up to your mailing list, that way you can build a high-quality mailing list of your already brand aware prospects.

Quick tips: 

  • Give your prospects plenty of opportunities to subscribe to your list
  • Create shareable content for your emails and include sign-up opportunities within them
  • Revitalise and improve the quality of your list by sending an opt-in email, so you know how good your list really is, the average mailing list recedes by 25% every year.
  • You can purchase mailing lists, but be aware that the best ones are not for sale, they’re far too valuable. You should prioritise building your own list where feasible.

Don’t send unsolicited emails either, ensure that recipients have opted into your communications, even if you purchase a list.


Challenge 2: Segmentations

Segment your mailing list for much sweeter results!

Knowing who’s on your mailing list is just as important as having one.

You need to know what types of people are on your mailing list so you can then send them the right message in order to achieve your objective (more conversions, more sales or more repeat custom).

Sending the wrong message to the wrong person can lead to confusion and disengage them from your brand.

You can make your existing mailing list even stronger by segmenting it. You can segment your list into various characteristics (such as the following), so you can send out even more relevant emails, with higher chance of opening, click-throughs and conversions.

Segment your list by

  • Length of time they've been on your list
  • How they subscribed to your list (e.g. through a call-to-action, from a purchase)
  • Stage of their purchasing decision journey
  • The solution they're interested in


Unsegmented mailing lists are almost always ineffective if you’re not offering a sole service or sending a newsletter, and lead to higher list decay rates (on top of the 25% average decay per year). They can also cost you sales when prospects are receiving the wrong email at the wrong time.


Challenge 3: Crafting the perfect email copy


Try to be succinct with your writing and get to the point of your message. An email should act as a means and not an end.

Don’t overload on information in emails, keep them short and sweet for maximum impact and better chance of the reader absorbing your message. A long sales pitch will almost never be read unless it's highly relevant to the recipient.

Ensure your email is read by:

  • Draw and attract attention through a punchy and effective subject line that sums up your email
  • Be personal, use personalisation and the 2nd person where appropriate
  • Use headers, bullet points and images to effectively get your message across


Challenge 4: Calls-To-Action


Every email you send should serve a purpose, and for each of these purposes you should give your readers an opportunity to act. 

If you don’t utilise them already, calls-to-action are the pathway to the next step for your readers.

Ensure that the calls-to-action in your emails are appropriate to the recipients stage in their buying decision journey, so they can show you they’re ready to take the next step when ready - this doesn't always mean to make a purchase, but perhaps ready for more information.

Best Practice:

  • Limit them to a maximum of 5 words
  • Use imperative verbs to encourage action, e.g. "Get the guide"
  • Make them attractive! No one can resist a good button to press


Challenge 5: Email Design

Consider how your email will look on every device it's opened on!

Less than a third (28%) of all emails are opened on a desktop computer.

This means that the majority of your mailing list are likely to only see your email when they're opened from the recipients smartphone or tablet.

You need your emails to look just as great on mobile as they do on a laptop. Responsive design can help you achieve this - where your emails are coded to 'respond' to the boundaries of the screen to display your message perfectly.

The design of your email can either elevate your brand & message or detract from it. You need to ensure your emails look good and fit your message to ensure of a positive reception.

Top tips from our designer:

  • Make your call-to-action the focal point of your email to encourage conversions
  • Enhance your message visually with eye-catching graphics
  • Refine your message and make it clear to readers


Challenge 6: Test, review & optimise

Email marketing has the potential to give you a massive return on investment, but there isn’t a “one-size-fits-all” solution. You will need to fine tune your emails based on the results from your previous ones in order to perfectly craft your next email campaign, your campaigns will get better as you get more feedback and results.

Ensure you set time aside to review what has/hasn't worked before jumping straight into your next email!


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