Email Marketing is like the grandparent of social media, it’s not as snazzy and it’s been around for a long while, but nevertheless it should still be respected!

It’s important to not neglect your email marketing as it can open many doorways for your business, by offering potential customers information on your products or services, growing your audience and improving brand visibility. Companies such as the White Company rely heavily on their email marketing and in fact, it’s their most successful marketing channel bringing in the most revenue. However, it’s not just e-commerce businesses who reap the rewards of email marketing.


Personalise Your Business' Emails

You can personalise the emails you send to your audience by using data. For example,  addressing your user by their first name will likely help them to feel affinity towards your brand and that you are there to help. Amazon’s email marketing strategy does this really well by referring to customers by name not just within the email but also in the subject line.


According to retention science, email subject lines that are personalised with a recipient’s first name can increase open rates by 16% higher open rates.


In order to achieve this level of personalisation make sure to get the information you need from the offset, without data such as name and location you won’t be able to personalise emails with their name or by providing information that is relevant to them, so get prepared and think smart!


 Segment your Contact Database

By segmenting your contacts into different lists within your CRM (customer relationship manager system, if you don’t have one you should!) you can achieve better open rates and boost lead generation. By using segmentation, you can also re-target people who have opened, clicked through or downloaded certain content assets that they’re actually interested in! This also works for e-commerce, as you can re-target potential customers with products related to ones they’ve purchased in the past or even give them a nudge when they’ve abandoned items in their basket.

You can also segment your list according to the buyer’s journey, whether they are at the awareness, consideration or decision stage. The buyer’s journey is all about personalising your business’ sales process to the buyer’s context. During the awareness stage, buyers identify their challenge or goal that they want to pursue a solution to, at the consideration they are evaluating the best approach or method and decision stage is when they have chosen how to proceed. It’s important to apply this knowledge of context in order to personalise communication and avoid alienating them.


The goal when you’ve acquired a new lead isn’t to push for a sale right away (that is unless they’re at the decision stage of the buyer’s journey) instead, it’s to educate or inform your potential customer with interesting and relevant content relating to your business’ expertise. Segments and behaviour data can be used to trigger automated emails that deliver your most relevant content exactly when it’s most needed, like once people have enquired about a particular service, downloaded a content asset, made a booking or an online purchase.

You can also segment dependant on how active your leads are, if someone hasn’t opened any of your emails for several months you can move them to an ‘inactive list’. This basically means you’re not targeting people who aren’t interested in hearing from you or about your products or services, causing unnecessary frustration.

Essentially, segmenting your contact list is equivalent to organising that huge pile of files in the study, it can be a time-consuming process but the benefits are certainly worthwhile.


 Send Mobile Friendly Emails

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It’s not rocket science to realise that the vast number of people nowadays quickly check their emails on the go, be it on the train, at an appointment or if they’re sweating it out on an exercise bike.

For this reason, implementing responsive design is critical for the success of your business’ email marketing strategy. Responsive design ensures that emails are mobile-friendly, meaning images will be automatically sized so that they’re not too large and users don’t have to pinch and zoom to click on any calls to action. As you can imagine, any design that entails user’s thumbs having to fumble with undersized buttons or lots of pinching to zoom in causes unnecessary stress and frustration meaning they’re less likely to do what you want them to do, click the link to your site or relevant products/services. Don’t forget to make sure that your subject line and pre-header are short and snappy so they won’t be cut off if opened on a mobile device.


We hope you enjoyed our guide to email marketing

Written by Lydia Daniels January of 2019