In part one we determined that email marketing is most definitely not dead but very much still effective and a great way to reach your clients and potential clients.

We also looked at some things that we should not be doing in email marketing and to especially make sure that you format all your emails correctly for mobile.

Today I want to cover some of the must do’s and essentials…

Personalisation, the stats show that a personalised email will get 29% more opens and 41% better click through rate. So, using Things like {firstnamefix} in the subject line and in the body of your email are beneficial.

In fact, so many businesses personalise emails these days people are expecting emails to be personalized.

Another essential is to optimise your preview text. Preview text is the text pulled from the body of your email and is what appears in the recipient’s email inbox and this should stand out in a crowd. For example, if you are offering a discount make sure this is in your preview.

Your preview should be short and entice your clients to open your email.

Your clients are not all the same so by getting to know them you can learn what they want and can segment your emails.

Learning to segment your emails lists by for example, demographics can have a massive increase on email driven revenue. Why would you send the same email to a 20-year-old as you would a 60-year-old, they have probably got totally different views, desires and goals.

By segmenting it allows you to send more personalised content tailored to your clients needs. Most autoresponders allow you to tag your subscribers so if you get to know something about a subscriber add a tag. You can then use these tags to create your segmented lists.

You may or may not have heard of above the fold. Go to your inbox and open any email you like, above the fold is everything that you see when you have opened an email.

It is essential to put your value above the fold, again if you are offering a discount for example don make your readers scroll down to find the discount, put it above the fold.

If you have a call to action, make sure it is at the top.

To quickly summarise, digital marketing is changing all the time, as long as you can adapt to new platforms you can, it does not mean that old platforms are dead.

As long as you adhere to best practises and learn your customers preferences email can be a profitable strategy in your business.

Thanks for reading.

P.S. If you missed part one you can read it HERE and here is a link to my Free for you to use WordWrap tool to ensure your emails are formatted correctly for mobile Format for mobile HERE.

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