To optimise your email marketing, test these 5 elements
A quick Google search on ‘What to test to optimise email marketing’ will reveal a long list of useful suggestions to enhance the success of your marketing emails. But here at Green Door Co, we know your time is limited, so we chose our 5 favourite tips to test your email marketing to increase open rates and optimise engagement with your customers.
Time of day and day of week you send your email
Carefully consider your audience and when they are likely to be reading their emails. Also consider when they are likely to be receptive to emails. These two may be very different! If your target market work full time, they may read their emails on their way into work and when they first get into the office. This may be a time they dedicate to work, so you need to decide if the content of your email is relevant to their work or if they engage with your business during time off. If you believe the latter, sending an email during their lunch hour may be better received.
When considering the time of day to send your email, consider personalising the content to enhance the relevance of what you have to share with your customers. Mail merge your customer’s names into your email. By using the name of your customer, this says, “this message is for you, I value you”. Mail merge is a very easy feature to use and shows you have put time and effort into sharing your message.
Similarly, make sure the content will be relevant and interesting to your customers. If this means segmenting your email list to choose only a section that your message applies to, then do so. According to a MarketingSherpa study, 4 out of 10 email subscribers reported they marked emails as spam because they were irrelevant.
This is the first thing your customers see, so it must grab their attention. What makes a good subject line? Front load the important words. People want to know why your email is worth their time, so get to the point and put all the important, actionable words in the early part of your subject line to entice opens.
You may also want to consider the use of emojis to get your point across in a fun and succinct way. For example, if you are having a sale on women’s shirts, add in an image of a pink t-shirt. For clarity, you can still use the word ‘women’s’, but the emoji may help to keep your subject line completely in the email preview window.
Links VS Buttons
Consider if links or buttons will provide your email with the right look and feel. What are your target audience likely to engage with the most? Perhaps in-text links or buttons featuring a call to action? Consider if you will share your social media links as icons or with name references.
Providing your customers with click-through links to your webpage, social media pages or other relevant content is a great way to enhance engagement. Social media links encourage your readers to share your content. Make it easy for your email readers to share your offers with their networks. This means you expand your customer base and broaden your opportunity to generate new leads.
However, always test that the links you are sharing are active and relevant. The fastest way to turn customers away is to provide the wrong link to information you are trying to share. If you choose to use buttons, ensure the linking is actually working. Nothing is more frustrating than clicking on a button only to be taken nowhere because the link is broken.
Copy length and call to action
A good email must have a call to action. What do you want your customers to do with the information you have shared with them? If your email tests reveal you are struggling for engagement, then implement a call to action, you might be pleasantly surprised at the results. This could be a simple as asking your audience to follow you via your social media channels or running surveys.
Similarly, consider the length of your email. You could provide an expected read time on your email so customers can read your email when they know they will have the appropriate amount of time available. Or, keep your email short and sweet. Reading emails whilst on the go with a smartphone is extremely common, so make sure your email has been optimised for mobile. If your emails don’t automatically resize to fit on the smartphone screen, most customers will ignore it and move on because it is simply too hard to read.
Some bonus advice: Listen to your test results. You’ll see some results that don’t make any sense or results that are unexpected. Learn from these and make changes if and when appropriate.
For help setting up your email campaign or understanding your test results, contact Green Door Co today.