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What to Consider When Optimising Your Email Marketing Efforts

30 September 2021
by Force24

Email marketing is such a powerful communications tool. It provides brands with the ability to engage with both prospects and existing customers, dropping relevant messages directly into their inbox, and – for a few seconds – you have their undivided attention.

For those moments, it’s important the messages you’re pushing out capture the attention of your audience, to maintain focus and maximise opportunities to initiate a conversation and drive engagement.

When you optimise your email marketing efforts, you’re able to seamlessly communicate with your audience using multichannel journeys to drive results for your business. So, here are 6 tips on how to get the most from your next campaigns…

1. Segment your Audience

You may think that creating multiple groups for your customers is something you just don’t have time for – but what if we said it can save you time, would you be interested? Us too!

By segmenting the audience, you can divide individuals into meaningful and manageable groups, so that your email marketing can be tailored to match their preferences – all at the same time. Not only that, but you can also automate and optimise these email marketing journeys, to save you from the need to create multiple variants of the same email – sounds too good to be true, right?

2. Consider Automating to Optimise your Email Marketing Efforts

Sit back and watch your email marketing campaigns benefit from an intuitive automation engine that allows you to spend more time on the things that matter, like strategy and your brand’s bigger picture.

With less human involvement, you’re getting in front of your chosen audience at a time that suites them, rather than the other way around, with relevant messages that matter to them. Optimising your email marketing in this way is likely to be far superior to a manual campaign send.

3. Personalise your Messaging

And no, by that, we don’t mean using ‘Hi [FirstName]’ merge tags. Hyper-personalisation is much more than that. In a world fuelled by data, it’s about sending the right content, to the right person at the right time.

We can all relate to receiving an email that feels like it’s just directed at us, that’s our job as marketers, right? We’re there to build up key relationships with customers. People are much more likely to engage with your content if it feels specific to them and only them. It can be as simple as including their name in the subject line and including content that reflects their previous interactions or behaviour.

4. Define What you Want to Achieve as you Optimise your Email Marketing Campaign

As marketers, it’s your job to cut through the noise and create content that grabs recipients’ attention. Try not to fall into the trap of sending an email for email’s sake. You’ve spent time and effort drafting your marketing message, after all, so what do you want them to do when it lands?

This is where additional content on landing pages and microsites can be used to create tailored content to help navigate the recipient through their customer journey. Think of these pages like value-adding information blocks and touchpoints with your readers.

Yes, the information may be available on your website, but by using campaign landing pages you’re creating laser-focused content to really optimise the core email marketing messages.

5. Deliverability

Every email that you send is scored for engagement. So, keeping your email marketing sends out of the spam folder relies on messages landing correctly and timely, to a tailored audience that are more likely to interact with your email. As marketers, you’ll already know that this form of digital communication can sometimes be an overused tool, with those sending irrelevant emails considered a nuisance.

Think of it this way… if you continue to ‘send to all’ in a batch and blast style way – and without any email marketing optimisation, mail servers like Microsoft and Google will remember any low engagement rates, which can negatively affect your spam marking.

By cleansing your email data lists of those that aren’t actively interacting with your content, you’re likely to reap the rewards of not only increased activity with your campaign, but mail servers recognising a targeting job well done.

6. Don’t Forget about the Content!

One of the great things about email is the various content elements that can be optimised to encourage engagement. You’ve got the initial subject line to grab a recipient’s attention, right down to the call-to-action buttons. So, once you’ve followed the steps above, don’t forget, it’s still important to have a powerful message within your content.

The most important thing to remember when optimising your email marketing efforts, is that your email is simply a driver of action, which means as marketers we need to work on encouraging that engagement to see commercial difference and empower customer loyalty.

Want to find out more to maximise your email content? Download our free ‘Email Marketing Playbook’ guide to get the most from your email delivery optimisation.

You can also get yourself booked in for a free, no-obligation, personalised virtual demo with us by calling our automation specialists on: 0845 272 5990 or emailing: info@force24.co.uk


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