Email Marketing Top Tips

In todays climate it's increasingly important that marketers are able to connect with their audience in a highly personalised and targeted way, whilst maintaining reach and profitability. 

Email marketing provides a reach that is both affordable and highly effective and continues to offer the highest ROI (return on investment), with an average return of $38 for each dollar spent, and a click-through rate of 3%.

Email is often considered as online currency, as essentially every person who is active online has an email address. Whilst it's easy to dismiss email and consider Instagram or Facebook to be the vastest platform to tackle, when you consider the fact that you must sign up with an email for any social media account, you understand why email marketing is such a powerful tool. Further to this, your email data base is often the only one you own, as followers, subscribers and social media can be taken from you or disappear at any time. 

Unlike Instagram, there are no algorithms involved when it comes to emails. This means your recipients will always receive your communications directly to their inbox and are far more likely to view this content. Additionally, you can format emails to be personalised by addressing each recipient by name (a directness that cannot be achieved via social media). 

It's essential to prioritise growing your email database, as unlike social media which can be taken from you at any time without warning, email data is data you actually own. Email also provides you with a greater understanding of who your engaged audience is, unlike social media where you don't know who is viewing or interacting with your content. This creates opportunity for email sequence triggers, which are follow up communications to be sent to those who open and click within your original emails.

TOP TIP: If you’re testing a new format or attachments, email yourself first to make sure it looks the way you want it to look on the receiving end (check on both mobile and desktop). If you're a service-based business, make sure the email is sent from your personal name, not your business name to help build a stronger connection. 

Nikki X