Unless you’ve been living under a rock, you probably know that email marketing is a necessity when it comes to connecting with your audience and keeping them in the loop. But not all businesses are successful when it comes to email marketing. So, we’ve rounded up seven tips to help you make the most of your email marketing.

Treat Your Customers Like Friends

How do you greet your friends and family in an e-mail? You probably personally acknowledge them or give them a warm greeting. Well, why not treat your customers like that? Customers don’t want to be just another face in the crowd – they want to be seen as human beings. Simply including personalization in your e-mails – and rather than send out one mass e-mail, set up segments based on feedback or customer preferences.

Follow Their Journey

Similar to segmenting based on customer preferences, following their journey is just as important. Customer’s behavior will tell you what they’re looking for. For example, do they open particular e-mails more than others? Do they click through to your website on certain e-mails? Combine this with demographics and you can customize a sales funnel based on your customer type.

Always Optimize

Never let your e-mail campaigns get stagnant. Always split test your campaigns to see how efficiently they’re running and what you can do better. You can constantly tweak and refine future campaigns to ensure they are working for your business, not against it.

Give Them Space

While it’s true that if customers sign up for your e-mail list they probably want to hear from you – but that doesn’t necessarily mean all the time. Just because you ran a successful campaign doesn’t mean you should immediate follow with another campaign. Allow time between campaigns to give your customers a break. They don’t want to be hounded by promotional e-mails all the time.

Based on customer feedback, define a schedule and stick to it. If you said you’ll only e-mail your customers once a week, don’t e-mail them four times a week or you’ll risk losing subscribers.

Keep An Eye On Automation

Although email automation is essential for an effective email campaign, it shouldn’t be relied on. Use it to eliminate tedious processes but it shouldn’t replace you.

Offer ‘Opt Down’ Not ‘Opt Out’

It’s becoming increasingly easier to opt out of email campaigns. Rather than only offer an unsubscribe option why not offer them a “break”. Offer an ‘opt down’ option as a way for customers to choose to receive fewer e-mails from you. That way, they’re still your subscribers, they just won’t receives as many e-mails.

Get Mobile Ready

Now more than ever customers are using their mobiles for, well, everything. Making sure your e-mails are mobile friendly will go a long way when it comes to click-through rates and engagement.

Though not necessarily “groundbreaking”, these tips will help you create – and keep – and effective email marketing campaign.

And if you’re feeling stuck, let Retailiate1st help. We’re a full service marketing team that offer services such as business strategy, performance marketing, social media, and more. Learn more about our services here.


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