Marketing Director and Consultancy


Email Marketing is Making a Resurgence: Here’s Why You Should Start Doing It Too

Release your inner 90’s web surfer and send this email to 100 people for 7 years good luck

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It’s no secret that email marketing is making a resurgence. In an age of increasing difficulty in tracking users across digital channels and rising costs of search and social advertising, email remains a cheap and effective way to reach your customers. But what are the best ways to maximise the results you get from email marketing? In this blog post, we’ll discuss how to personalise your emails for better performance, as well as some other tips for getting the most out of email marketing.

Use email as a marketing sleight of hand magic trick

Getting customers to buy something converting directly from an ad is becoming increasingly difficult. However, by funnelling users to sign up to a free mailing list, with the offer of something they actually want (skincare tips, fashion advice and exclusives, discounts etc.) they get ‘something for free’ and you have the ability to remarket to them again and again and again, for free.

I hadn’t played around with email much until recently, and like most people reading this, felt it was a dead medium that wasn’t worth the time. How unbelievably wrong I was. By spending a lot of time creating truly custom emails that feel more like one person speaking to another rather than generic offers and nonsense, users really convert, scarily so, like unlocking the secrets of the universe.

Build user profiles beyond just name and email address

Both Klaviyo and Mailchimp give you the ability to upload properties about a user. So every interaction a user has with the site after they add their email address, say they make a sale, put something in their basket, spend a long time reading a specific blog post; all of this can be added to their profile within these CRMs to start building a picture of your users. You must have had one of those ‘you left something in your basket’ emails by now, that’s exactly how they work; you will have put your email address in trying to get a 10% off your first order promo. That 10% can easily be worth a sale later down the line.

Quizzes and emails are perfect partners: How to

Let’s say you run a bedding company; actually one of my favourite clients of all time was a bedding company.

  1. Instead of pushing your offers and latest lines through your social media ads, advertise a free quiz, game or questionnaire that ‘matches you to your perfect pillow’ or some other psuedo scientific nonsense that will be eaten up on social media – think Cosmo quiz!
  2. Then ask a whole series of questions about their bed size, brands they currently use, and how much they normally spend on bedding etc. in the name of answering this philosophical, life-changing question.
  3. To get their answer, they just need to enter an email address plus you’ll throw in an 10% off their first purchase.
  4. Throw out some rough answer that recommends they use a specific type of pillow filling or pillowcase thread count – it doesn’t have to be scientific if you don’t want.
  5. Finally, you have oodles of information about the bedding they like, size of the bed and spend levels to create really fabulously bespoke emails that feel like they speak to them. They will convert.

Top tips for email marketing

  • Create segments and cohorts you can speak to but bear in mind many of these may overlap
  • Don’t overdo it, more than once a week is too much, and even then once a week without something really worth reading is going to push your unsubscribe rate up
  • Have something interesting to say, ready my post on writing with expertise, authority and trust to get you started – write what they want to read, not what you want to write. Make them care and look forward to opening your emails
  • Give users a reason to subscribe that isn’t just flooding their inbox with offers, talk to them, reward them with things they couldn’t get without subscribing like tips, insights, hacks and gossip.
  • Chunk the text. Don’t force them to read a wall of text. Long emails are fine and can often do well, but break the text up with paragraphs no longer than 2-3 short sentences. This template that Amazon accidentally sent out is a really great jumping-off point.
  • Don’t sound desperate
  • Make sure your email subject lines are clear and concise. Emojis do really well in them too as they’re still massively underutilised. This will help ensure that your email gets opened and read by your customers.
  • User UTM tracking codes for all elements of your emails to see what users interact with the most
  • Finally, it’s important to test, test, test! A/B test different subject lines, send times and email content to see what works best for you and your customers.

Email marketing is a great way to reach your customers, but only if you do it right. If you follow these tips, you’ll be well on your way to getting the most out of email marketing.

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