How to Use Email Marketing to Get More Clicks and Win New Clients
Posted on 13th November 2021
Research says there are more than 4.1 billion email users and that figure is predicted to rise at 3% per year, 100 million, over the next three years. That means by 2024, there will be 4.5 billion email users. If that’s not a good enough reason to put email marketing back on the agenda, we don’t know what is!
Why email marketing?
Email marketing is a very effective way of putting your products and services in front of your target audience in a cost-effective way. In fact, it is so effective that the average return for every £1 spent on email marketing in 2020 was £35. Email lists, which suffered with the introduction of GDPR a few years ago, grew by a staggering 34%.
Yes, the coronavirus pandemic had a lot to do with these statistics but the continued rise in the use of email marketing has not abated in 2021. Emails not only build brand recognition and loyalty, they really do generate new customers through the use of tailored content that targets your specific audience. That said, not any old content is good enough anymore. Your audience is savvy, so you need to be savvy, too.
How to get more clicks and win new clients?
Marketers are putting email marketing back into their strategies, creating email campaigns that are synonymous with their overall online content. But many are finding that it’s not generating the return they were expecting. If this is you or you are new to email marketing, we’ve put together our top tips to getting more clicks from your email campaigns and winning new clients.
1. Does your subject line grab attention?
The subject line is what your email recipient will see first and if it doesn’t grab their attention immediately, it’s highly unlikely they will continue to open your email. Most people will decide whether to click on your email or not based just on your subject line so:
Keep it short and simple
Make sure it tells your reader exactly what the email is about
Make your subject line stand out, i.e. by using humour or an offer
Generate curiosity
Personalise it to your audience
Use questions – who can resist answering? Not many.
2. Personalise it
Yes, it really does make the receiver feel important. Email marketing platforms are far more comprehensive than they were a few years ago, making personalisation a lot easier. Now, you can add each receiver’s name into their own email – even when sending bulk emails – or you can send different emails to different subscribers.
3. Avoid too much bulk content
Do we really read through the reams of content when we click on an email? No, we don’t. So, if you want your audience to read your email, make it short, make it easy to read and make it visual. Bullet points are a great way of getting across your USPs and paragraphs should be no more than two or three lines.
4. Optimise your CTAs
If you’ve been doing email campaigns for a while, this tip is old news to you. If not, read on. The aim of sending your emails is to generate an action – getting your recipients to click on your CTA or your link – so, make sure they are clear and visible, easy to read and inserted in the right place to catch your reader’s interest.
5. Make your preview text compelling
So, what is the preview text? Well, it’s a bit like your email/text notifications you see on your mobile devices; it’s the first line of your email and like your subject line, it must capture your reader’s attention and preview the email’s topic. It must be short, relevant and include the most important bit of information, i.e. a special offer.
6. Yes, follow up but don’t be a spammer
It’s easy to miss the odd one or two emails when inboxes are inundated with them, so, if your recipient doesn’t react the first time round, it’s ok to follow up. It’s a good idea to change the subject line and preview line to increase your chances of them opening your email. But do not send endless follow-up emails and be a spammer. Not only is it very annoying for your recipients it does little for your brand’s reputation either.
7. Don’t forget mobile devices
It’s a mobile world out there so any email campaign you send must be optimised for mobile devices. Make sure any images aren’t too big, make absolutely sure your subject line, preview line and sentences are short, clear and crisp, and test, test, test.
8. Data privacy
Yes, this is still vitally important. The Data Protection Act 2018 controls how a person’s information is used by businesses, organisations and the government. Plus, if you are sending marketing emails to people in the EU, you also must abide by GDPR rules. Make sure your website’s privacy policy is up-to-date and if your email campaign’s CTA is to sign-up for a newsletter or similar, and you are collecting personal data via a form, you must include an opt-in or opt-out choice to get your reader’s consent (and don’t pre-tick the consent box). Always include an option for recipients to unsubscribe that is clear and easy to action. The majority of email software includes this feature as standard but it’s always worth checking before sending your email.
Research from McKinsey reveals that email campaigns can be as much as 40 times more effective at winning new clients than Twitter and Facebook combined, plus it’s far more cost effective.
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Tagged as: Online Marketing
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