The Hows and Whens of Effective Email Marketing

By 2022, over 333 billion business and consumer emails are expected to be sent every day, so it seems that email correspondence won’t be going out of fashion any time soon. And why would it? When it comes to marketing campaigns, emails are an effective and efficient way of keeping in touch with your customers and converting potential leads.

Or is it? The reality of the situation is that, with so much competition, your emails need to stand out in an inbox brimming with messages, all of which are aiming to catch your customer’s attention. This isn’t easy, and it explains why less than 60% of marketers find success with their email campaigns.

In order to optimise your time in the inbox, let’s address some of the issues that may be holding you back. Being aware of these common mistakes can help you get the most out of your marketing campaigns, and it helps to be open to exploring a few alternative tactics.

Check. Check. Check again

We understand that writing engaging content isn’t always easy, and that it can be extremely discouraging when it doesn’t yield the results you’d hoped for. But you’ll be surprised to learn just how effective a couple of little tweaks can be. Reading through your emails before you send them and looking out for these small details will take you a few minutes, but it can help your campaigns exponentially.

Spelling and grammatical errors seem like the smallest mistakes you can make, but actually they are often the biggest killers. A mistake in your subject line can seriously damage the open rate of your email marketing campaign, and most people will outright delete an email if they spot too many errors in the body of your message. Because these mistakes are so easy to fix, they give an impression of unprofessionalism when they are present, so always triple check that your emails are free of these embarrassing blemishes. If you’re not 100% sure about the grammar, maybe get someone else to give it a proofread.

You should also be aware of the language you use. Getting the tone right can greatly increase the overall success of your emails. It should always be consistent with your brand values and appeal directly to your customers. While a more conservative, professional tone will work for one company, it may seem cold and impersonal coming from another, so take some time to decide what kind of tone suits your business.

It’s important to make sure that you have clear intent in your emails. What’s the goal? Do you want your customers to buy a certain product, or subscribe to regular updates, or simply follow a link to learn more about your company? No matter what your call to action may be, you need to make it clear to the recipient and ensure that your email consistently promotes it.

Lastly, it could be that the design of your emails is letting you down. Remember, you can judge a book by its cover. Even with flawless spelling and a strong focus, if you’re emails are visually unappealing, or they don’t reflect the aims of your brand or campaign, your customers are going to close it as quick as they can to spare their eyes. You should also consider how the design translates across devices. Over 60% of emails opened are done so on a mobile phone. If your emails don’t look just as good on a phone as they do on a monitor, there’s a much higher chance that they’re going to fail.

Are the Right People Getting Your Emails?

Now that you’ve made sure there aren’t any glaring errors in your emails, you should make sure that they’re going to the right people. If your recipients feel that they have no use for the emails that you’re sending them, they’re either going to outright ignore them or unsubscribe entirely. Segmenting your emails to reach out to specific groups can help you better focus your content. You can categorise your recipients by such things as location, age, gender, purchase history, or product interests. Basically anything that you have information on.

Segmentation has been proven to be an effective tactic in email marketing. Mailchimp has shown that segmented email campaigns have double the click rate of unsegmented campaigns, alongside a 15% increase in open rates and a 10% decrease in unsubscribes.
Regardless of what kind of business you’re running, email segmentation can help make sure that your customers are only receiving the emails that are relevant to them.

Sometimes Emails Just Don’t Work

So you’ve followed this advice but you’re campaign still isn’t yielding results? While there’s no doubt that email marketing is going to stick around for a while, that doesn’t mean that it’s the only way that businesses can connect with their customers, and sometimes it is simply the simply wrong way of doing it. These days, customers want a more personalised relationship with the companies that they are loyal to, something that email and other forms of digital communications can fail to deliver.

That’s why you should consider a physical alternative: a personalised handwritten note. With Scribeless, you can send intimate handwritten letters at scale, implementing a much more hands on tactic with your customer base that encourages active engagement. Personalised handwritten letters are almost always opened and the extra personal touch helps nurture long-term customer satisfaction, making reaching out to your customers through Scribeless a fantastic alternative to email marketing.