Email marketing is a powerful tool for getting targeted information in front of your customers and prospects. The benefits of working email into your marketing strategy are many.
Here are just a few:
- Personalized communication
- High-impact targeted messaging
- Maintain consistent, relevant communication
- Control the message and who sees it
- Opted-in subscribers are already tuned in
- Improves brand awareness and recognition
While email offers many benefits for your business, it can also be time-intensive, as it takes high-quality content, catchy subject lines, and a focused strategy to succeed.
With that in mind, we’ve put together three tips to help you focus your email efforts and execute more effective email campaigns.
Table of Contents
Segment your email lists
This is where the personalization piece comes into play. By segmenting your lists, you can target the contacts in each list with more specific and relevant content.
Your customer base isn’t composed of just one type of person. You likely have multiple customer segments, and each segment requires understanding that segment’s specific needs and differentiation in how you communicate with them.
A recent study by Lyris, Inc. showed that 39% of respondents saw an increase in open rates, and 24% saw an increase in sales leads after segmenting their email lists.
These increases are likely due to the email recipients connecting more with the message they received since the content was crafted to focus on their particular needs and persona.
How to segment
There are several ways you can segment your lists. To be most effective, consider breaking down your email lists by some of the following types:
- Interests (type of content)
- Campaign (how you collected the contact)
- Behavior (how they interact with your site)
- Funnel stage (awareness, evaluation, conversion)
- Demographics (gender, age, etc.)
- Location (geographic space)
Once your segments are created, you can target more personalized content for each of your lists. The key, however, is to be consistent and avoid overdoing it.
Be consistent with your emails
The key, now, is to send emails consistently without being a pest. It’s a fine line to walk, so this part may take some testing to get it right and find that sweet spot for your audience.
I send between 2-4 emails monthly (not counting email campaigns Gaenzle Marketing runs for clients). The number depends on what’s going on that month and what content would be relevant to each audience.
Don’t send emails just for the sake of sending emails. If you find it hard to produce more than two relevant emails per segment per month, then two is your sweet spot.
Most people check their email between 1-3 times per day, so if you stay consistent with the number of emails you send and the timing, you position your emails to appear regularly in your contacts’ inboxes without pushing them to the point where they want to unsubscribe.
Get to the point with your email message
Think about the types of emails that come through your inbox. Do you ever read emails that look more like blog posts? Very rarely, right?
If you want your emails to really connect and earn clicks, craft a short, to-the-point message. If you have a call-to-action included in the email, don’t bury it six paragraphs down.
Give yourself 150 to 500 characters to get your point across. Highlight the most important things up top, and you’ll see better results.
These tips are a great place to start gaining more traction, increasing your likes and clicks and improving your email marketing results.
Start here and then do your research. The great news is that so many excellent resources are available to help you improve your email marketing.
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