Spring clean your email marketing
When the days grow longer and spring starts poking its sunny little head around the corner, thoughts often turn to decluttering and spring cleaning. But it’s not just our homes and gardens that need a refresh – now is the perfect time to review and revitalise your email marketing strategy to improve deliverability, engagement and drive more ROI. Here’s what you should be focusing on:
Segment & organise your audience
Just as you tidy up your living space, it’s important to do the same to your database. Take some time reviewing your customer data. Are you spending more money than you need to by holding on to profiles in your email list who are inactive and could be removed? Could you run a sunset programme or offer a good incentive to re-engage lapsed customers? By understanding customer preferences and behaviours you can create highly targeted segments for personalised campaigns. A clean and organised list, driving relevant and personalised content will improve engagement and help maintain a healthy sender reputation.
Update your content strategy
Review your past email performance to identify what does and doesn’t resonate with your audience. Updating your content strategy can freshen up your email campaigns. Incorporate seasonal themes, promotions, or relevant topics to keep your content current and engaging. Consider experimenting with different formats, such as games, videos, and competitions to capture your subscribers’ attention and drive interaction.
Optimise for mobile
We can’t bang on about this enough – mobile accounts for 47% of all email opens so if you are still building your emails for desktop, you are ignoring the needs of nearly half your audience. Take some time to review all your templates and do some testing using Litmus or a similar tool, so that you can see how your emails are rendering across different email clients and devices.
Best practice design
The whole point of an email is to drive clicks to your website, so you should be avoiding long, rambling pieces of copy and stick to simple, clear information that makes people want to take an action. Get those calls to action into the top part of your email so that your potential purchasers are not having to scroll and search for what it is they are supposed to do. And make sure you are using a good balance of images and text, so that your deliverability and sender reputation remains in a good state. Read our guide to copywriting for email.
Review and optimise your automations
It’s all too easy to set up those automations and forget about them, but when was the last time you conducted a full review to see what is working and what isn’t? Could the content be refreshed? Are there opportunities for additional automations that might drive an improvement in the customer lifetime value? Set up some AB tests to see if different timings, content or segments can improve performance. Or talk to us about how PAASE can help you to optimise your marketing automation and drive more ROI from your email marketing.
Contact us if you would like to learn more.
