3 Effective Ways to Optimise Your Email Marketing for Maximum Growth and Retention

Build your brand and make the most of your email list for the next few months.

Renée Kapuku
May 31 · 4 min read
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Photo by Campaign Creators on Unsplash

If email marketing isn’t part of your marketing strategy, you’re missing out.

If an optimized email marketing plan isn’t part of your overall marketing strategy — even worse.

If you want to build a meaningful brand and thriving community, email marketing is the most powerful tool you need to incorporate into your arsenal. Not Twitter, not LinkedIn, not Instagram — email.

What is it about the quaint marketing list that makes it so powerful? Here’s the thing. When an individual subscribes to your mailing list, it demonstrates that they have a vested interest in you.

With other social media platforms, people chance across you and pick when they decide to engage with your content. With email marketing, the roles are reversed. Your community allows you to provide them with content, whenever you want.

They trust you.

Email marketing is intimate. Sending resources, products, or even just updates to a subscriber on an email list fosters an ongoing relationship with them. Trustworthy relationships are key to building an effective personal brand. And get this — email delivers the highest return on ROI for brands across the board.

Looking to build those trustworthy relationships through email marketing?

Here’s how you can do it.

1. Optimize your email content for mobile devices

Make sure your email newsletters are optimized for mobile devices.

According to Campaign Monitor, 53% of emails are opened on mobile devices. The data here also shows that mobile is the most popular environment for a subscriber’s first interaction with an email.

You miss a trick when you don’t consider that your subscribers are more likely to engage with you on a mobile device as opposed to a laptop or computer desktop. The experience is entirely different, so catering for both is a great way to leverage this.

Make sure your updates aren’t too long. There’s nothing worse than scrolling through a seemingly endless stream of information with no break.

Make it easy on the eye. Ensure there is enough spacing between paragraphs. These are great ways to keep your subscribers engaged on a mobile device.

2. Personalize your email content

Creating intimacy with your audience is everything.

If you truly want to build a community that trusts your, personalize your emails. Not only does this create more intimacy, but it can also increase actual engagement rates. Aberdeen found that personalized email messages improve click-through rates by an average of 14% and conversions by 10%. If you have products, services, articles, or any kind of content you are trying to get your audience to engage with, they’re more likely to do so when you deliver a personalized message.

I like to collect the first names of my subscribers, so I can address them by name in every email I send. I don’t just do this in the first line of the email, but often in the body to continue to create a personalized, intimate feel to the message. You can also make sure to address your subscribers actively and directly by using the second person pronoun, or third person plural to create a community effect.

Simple, but the bottom line is this: create intimacy and trust by sending out tailored and personalized emails to your subscribers.

3. Capitalize on analytics and use A/B testing

You need to know your audience.

Stop guessing what attracts them. Run tests and capitalize on analytics to get better at targetting and retaining your subscribers. You need to know what content your audience likes to engage with, down to the nitty-gritty details of why, when, and how best they like it delivered.

There are a variety of options to find out this information. You can A/B test, where you segment out your audience and send variations of a similar campaign to figure out which led to better engagement rates. You can run surveys, and create your brand based on a collaborative effort from the feedback you receive from your subscribers. You can play with different features of your marketing over a few weeks, such as sending your emails at different times each week to work out the optimum time.

Making use of analytics and capturing data on your audience is a key way to maximize both your email marketing strategy and your overall marketing strategy.

The success of any personal brand rests solely on the authentic relationships you can make with your community. When people trust you, they invest in you.

And email marketing is the most effective means to build those key relationships that will take your brand to the next level.

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Thanks to Niklas Göke

Renée Kapuku

Written by

Straight-talking Londoner with a passion for personal growth. Entrepreneurship and self-education. Grow with me — www.reneekapuku.com

The Startup

Medium's largest active publication, followed by +717K people. Follow to join our community.

Renée Kapuku

Written by

Straight-talking Londoner with a passion for personal growth. Entrepreneurship and self-education. Grow with me — www.reneekapuku.com

The Startup

Medium's largest active publication, followed by +717K people. Follow to join our community.

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