Email Marketers should consider these.

Email marketing proved to be among the top converting digital marketing mediums over the past few years. Nowadays, marketers can directly target their customers in their privacy, that is directly in the inbox. This red-eye shot, however, requires some good case practices.

In this article, I will cover the Top 3 to-dos for email marketing. Ready? Here we go.

1. Good copywriting is a must.

Emails with no proper copywriting tend to convert less compared to well structured ones. You should have come across some email content that really makes you want to buy the product or simply click on a button or a link.

But, here’s the thing — copywriting is not so simple. It is not only about forming some sentences, hoping your readers will take an action.

We often fail to acknowledge that our emails are not really converting and this incur time, money and efforts invested into something not worth it.

Fortunately, I came across some techniques and I tested them. Among them is the PAS that worked pretty good.

Let me define it

Identify the problem is the part of your email where you clearly state the problem that your customers are facing.

Agitate the problem is where you make the link between the problem and its effects over something your customers value the most.

Provide the solution is the part of your email where you provide your unique solution.

If these are still confusing for you, let me give you a concrete example.

In this example, from Post Planner, the email does not contain much copywriting but it follows a proper PAS structure leading to an obvious call-to-action.

2. Good timing leads to good open rates

Let me get this straight — people don’t have time to read your emails when they are busy with their family or enjoying a good meal.

You got to make sure these reach their inbox at the right time and most importantly are not shadowed by other promotional emails or updates.

Unfortunately…

There are no predefined timings because of two main components of your email marketing strategy. These are:

  • Your audience
  • and your niche market.

First, your audience is dissimilar to others. For instance, your audience might be of a different age group having different interest. This would eventually mean their day-to-day activities are different.

You may have more demographic data on Mauritius by reading this article from Arshad Pooloo.

Secondly, your niche market might consist of people from the working population and as such are mostly busy during the day.

There are few websites giving “hints” of a proper time to send your emails. I do recommend Growbots if you are sending B2B emails and read this article from customer.io if you are in B2C.

I tested Growbots for one of the email campaigns I sent out to marketing professionals in Mauritius. Below are the settings.

Now, I didn’t abide to these data completely.

But, I used them as a benchmark, iterated and optimised the campaign, until I get the perfect time/day to send my B2B emails.

The two big words here are “iterated” and “optimised”. As email marketers, it is important to keep track and make sure to work out the data you received following your email campaigns.

I tried, what I will call, “Finding your Nemo time” for the past months and my open rates and click rate improved while I was iterating the process.

Above are the figures from the Growbot campaign where I targeted a B2B audience.

3. Personalisation adds another layer to the experience.

As I mentioned, email enables marketers to have a personal contact with their audience by directly targeting their mailbox.

You will surely not be the only one making the most of this channel. As a result, your audience might be receiving tons of emails daily.

How to stand out in this turmoil? Among all the different strategies, personalisation is one of the most used.

Now, there exists different level of personalisation. In this article, I’ll cover the main ones.

Content personalisation allows a warm contact between your brand and your audience. Above all, it is proven that personalised emails are high drivers for engagement.

Let’s compare these two examples.

I received this email from Mike Fishbein who is a personal development strategist about “How to Overcome Procrastination)

  1. Besides the typo, there’s no particular personalisation to the subject line and it doesn’t particularly stand out.
  2. I personally like to find my name in the emails I receive. This shows that the sender made some efforts to at least know my name as a valued reader.However, starting your email right with the topic can also be of an advantage depending on your overall content structure.

On the other side, you have LinkedIn which is one of the best at sending personalised emails.

LinkedIn has an excellent way to make its audience predefined the emails they want to receive.

For instance, by updating your LinkedIn alert you get only emails that match your interest.

Let’s break down the email I received some days back from them.

  1. The subject line contains my name and puts forward my filters for the alerts. Even before opening the email, I know what to expect.
  2. The use of my picture and my name add to the personalised service.
  3. Here, LinkedIn used the FOMO effect and community building approach to create trust. This also gives more credibility to the content resulting in higher click rate.
  4. LinkedIn shows that it cares for my interest and also that it knows my preferences.
  5. At last, number 5 is a specific place where the biggest professional networking website cross sells its premium services together with my picture.

As a summary, personalisation adds to the customised experience you are offering to your audience.

If you want to stand out, experience is what matters.

What you need to take out

We receive tons of emails daily and most of the time, we omit reading them because of various reasons. Emails that work stand out and offers a customised experience to the reader.

When brands are genuinely interested in their customers’ preferences and not just focused on selling their products, brand love occurs. And this even through emails.