Email Marketing: Top Tips For Businesses

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Last updated on
31st May, 2022
Published
20th Apr, 2017
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Email Marketing: Top Tips For Businesses

Email marketing is a great way to let your customers know about any promotions or special offers that your business might be running. Say, for example, you’re running an online business and you’re having a sale on a certain item. You can target specific customers who might be interested in that product and send them an email to let them know, and hopefully make a sale. Email marketing campaigns are also a great way to encourage customers to keep coming back to your business.

However, running a successful email marketing campaign might not be as simple as it sounds. There are a lot of easy mistakes that businesses often make which can turn away potential customers. We’ve put together a few top research backed E- mail marketing tips for running an email campaign for you and your business to think about.

Make sure your information is up to date!

If you’re running an email marketing campaign, you will want to reach as many of your customers as possible. To do this, you need to make sure the email addresses you have are up to date, otherwise you’ll miss out on potential sales and end up wasting time on undeliverable email addresses and bounce back notifications. If you have a huge database full of customer information, going in and checking every email address can seem like a daunting task. Fortunately, there are professional services you can use to check your customer information quickly and efficiently.

One of the best ways to do this is to hire a professional company such as Selectabase, that offers data cleansing services, to take a look at your customer database. Data cleansing is the process of reviewing, editing and deleting data on your customer database. This is done by using special software to identify any incorrect data which you can then remove or update. This is a great way to save you time on your email marketing campaigns.

Think about your audience – Who are you targeting?

One of the most important things to think about when running an email marketing campaign is your target audience. If you’re selling a wide range of products, then it’s a likely truth that not all of your customers will be interested. If you’ve got a nicely organized customer database, you can use this to keep information such as what products they’ve bought from you online in the past, age ranges, geographic information and more. You can then use this data to tailor your email marketing campaigns to customers that are more likely to be interested in purchasing whatever you might be promoting.

Imagine you’re running a website that sells clothing and you have a special offer on men’s t-shirts from a certain brand. You will want to create a list of email addresses for customers that best match this description. Take a look at your customer database and find out which of your customers are most interested in that brand and tailor your email marketing campaign accordingly. You can of course use your customer database to target many groups of customers and create well defined lists that you can use again in the future.

Presentation is key

You can spend a lot of time tailoring your email marketing campaigns to specific audiences, but if the email looks like spam, doesn’t load and is poorly laid out then it’s probably going to be deleted or left unopened. Fortunately, there are a lot of simple things that you can do to make your email marketing campaigns pleasant to look at and convert into more website traffic and, ultimately, sales.

Text – Make sure to keep your text simple and don’t overdo it. Deliver your message in clear and brief sentences. If you include too much text, the customer might get bored and click away from your email, costing you a possible sale. Personalize your message by including their name at the start, be friendly and make sure it doesn’t seem like the text has been written by a robot, otherwise you risk putting them off. You should also include important information, such as what is on offer and a link to the product, with a call to action to urge them to click through.

Images – Breaking up your text with images is a great way to make your email more readable and keep your customer’s attention. This should include an image of the products you’re promoting and some information on the deal. Adding a link through to the product page from your image is another good way to send people to your website.

Make it mobile friendly – More and more people across the world are using smart phones to browse the internet. In 2016, Search Engine Land reported that nearly 60 percent of search traffic alone is done via mobile devices. There’s no doubt that people are using their mobiles for more than just searching on Google and ignoring mobile users would be a costly mistake. Make sure your emails look good and work well on mobile. If your email doesn’t load properly or looks bad on smartphones, it will more than likely be ignored and deleted.

These are just some of the ways of making your email marketing campaign a success. Think carefully about what you’re sending and make sure it’s something your customers would want to read. Keep your customer in mind and tell them about what you’re offering in a friendly but efficient way. By following this advice and carefully planning your email marketing campaign, you should hopefully see more traffic and more sales.

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Olivia Blake

Blog Author

Olivia is a Business and Economics graduate with a passion for education. Working as an independent writer she enjoys keeping up to date with the latest industry news and takes inspiration from established direct marketing data suppliers such as Selectabase.