1. Have a Target Audience In Mind

Understanding the audiences you’re sending your emails to is crucial in successfully launching your brand’s email marketing. Discovering the needs, interests, and problems that appeal to your customers is the roadway to building an effective marketing campaign. Emails that are targeted towards a specific audience will help build a relationship with your customers because when they like the message, they’re much more likely to take action and look forward to your emails. 

But how do you find your ideal target audiences? A great first step in discovering the people most likely to be interested in your products and services is creating an ideal consumer persona for your company.

Consider demographic data, as well as professional data. Where might your ideal clients live? How old are they? What interests might they have? What job titles are they from?

It’s important to do your research and make a list of prospective customers that fit your ideal persona as it increases the likelihood of your recipients being interested in your brand and products.

You can actually use the Bill Moss Database to filter through companies and people by industries or demographic information. Even if you aren’t planning on starting your marketing campaign right away, it’s a great tool to start getting to know your audience.

2. Don’t Be Afraid to Get Personal

Personalization is one of the most important factors in your email marketing. People are way more likely to engage with an email that feels like it was written specifically for them vs an email that has obviously been sent to thousands of other recipients. By personalizing your emails, you can increase the chances that your recipients will open, read, and take action on your chosen messaging. Here are a few ways to personalize your emails:

Use Names

Personalizing emails with the recipient’s name is a simple but powerful way to make the person opening your email feel much more involved. When you start an email with someone’s name, it immediately feels more personal and less like a generic marketing message.

Little details like these can make a big difference in how your email is received. You can also personalize your emails by using the recipient’s company name, job title, or other information that you know about them.

Find Direct Email Addresses

Another way to personalize your emails is to send emails to management directly rather than to a generic business email address. Instead of using generic email addresses like info@ or sales@, use a real person’s name and email. This will decrease the likelihood of your email going unnoticed or getting lost in a company’s email inbox.

Emails sent directly to recipients can be created to look and feel much more personal and less like a marketing message. Additionally, using a real person’s name with their direct email can increase trust and credibility, which will make it more likely that your recipients will engage with your email.

Show Your Brand’s Personality

Make sure your emails reflect your brand, but don’t be afraid to get creative! Your emails should inspire curiosity using your brand’s tone, colors, and imagery to increase engagement and resonate with your customers.

In using the same colors, fonts, and imagery that you use on your website and other marketing materials, you’ll create a sense of consistency, interest, and familiarity that will help your recipients recognize and trust your brand when you reach out to them more often. This includes your logo, brand colors, brand voice, language, and any other visual elements that are associated with your company. 

3. Optimize Your Email Marketing for Mobile

As we enter 2023, more and more people are opening their emails on their mobile devices, so it’s essential to be able to optimize all of your emails for mobile reading capabilities. 

When designing your marketing emails with mobile phones in mind, make sure that your emails are easy to read on a small screen. Use a simple layout and large font sizes with single column layout. This will make it much easier for people to scroll through your email on a small screen. Likewise, make sure that all of your images, buttons and links are large enough to be clicked easily on a mobile device. After all, your CTA’s are only as effective as people’s ability to access them are! 

Once you have your emails properly formatted for mobile, test it! Make sure that all of your newly sized elements function properly.

Test your emails on multiple devices to ensure that images, gifs, videos, CTA’s, and links all work exactly the way you want them to appear to recipients. Double check that your images load properly, that each link corresponds to the correct page, and that all your buttons are connected to your desired outcomes. This will help you avoid any technical issues that could prevent your recipients from engaging with any aspects of your emails. 

4. Segment Your Email Recipients

Another one of the ways to increase your email marketing campaign’s effectiveness is segmenting all of your recipients into different groups. Segmenting your email list essentially allows you to send specific types of targeted messages to specific groups of people.

In segmenting your email list, you can create much more relevant and engaging emails with messaging and offers that will be more likely to convert depending on your audience. You can segment your lists using a variety of different factors, but here’s some of our favorites: 

Demographic

Even just segmenting your audiences by demographic can make a world of a difference in your average email response rate! Some of the more relevant demographics that make up an audience might be age, gender, income, or even interests.

In segmenting your lists by demographic, you can create more relevant emails that will be more likely to resonate with your chosen recipients. For example, if you’re a brand selling a new skincare line, you might want to segment your list by age and send different messages to different age groups, highlighting the benefits of your products that are most relevant to them!

Location

You may also choose to segment your list by region, city, or country. In segmenting your list by location, you can tailor your messaging to different areas that might find one message more appealing than another.

As an example, you might use location segmentation to send different messages to customers in different countries, or to highlight different events or promotions that are happening in more local regions.

Industry & Job Title

Another way to create more effective messaging is by segmenting your lists by industry or job profession. When your recipients are all categorized by one defining factor, such as a shared industry or profession, it’s much easier to provide specific offers that may not work in a general email.

For example, if you’re a B2B company selling a software solution that is designed for construction, you can segment your list to only construction companies and send one unified message to the same job title within each organization for consistency. 

Sales Funnel Stage

Finally, the most data oriented way to segment your audience would be by individual sales funnel stages. You can segment your email list by the stage of the sales funnel your recipients are in (awareness, interest, consideration, decision, post-purchase). For example, you might send a more general message to people who are at the awareness stage, while you might want to send a highly targeted specific offer to people who are at the decision stage.

5. Create Interesting Subject Lines

Your subject line is literally the first thing people will see when they receive your email, so it’s essential to make it interesting and compelling.

In fact, did you know 47% of email recipients open email based on the subject line alone? (Source: InvespCRO) So to help you get writing, here are a few of our favorite tips for writing amazing subject lines:

Inspire Curiosity

Use subject lines that make people want to know more. Use subject lines that ask a question, provoke interest, or that tease a unique benefit of your product or service.

Create a Sense of FOMO

Use a subject line that inspires your recipient to act quickly by creating a sense of urgency or scarcity. This could be by highlighting a limited-time offer, or by emphasizing that the recipient will miss out on something if they don’t open your email.

Be Clear and Direct 

Use subject lines that clearly and directly communicate the purpose. Keep it short and sweet, nobody likes to read pages of text to decipher what your brand offer is! Avoid using long subject lines too, as they can get cut off on mobile devices. Keep your subject lines short and to the point, so that your recipients can quickly understand the value of your email without much effort. 

6. Have Actionable CTAs

Calls to action (from this point on referred to as CTAs) are essential for driving conversions and getting your recipients to take action. Your CTAs essentially can be the driving force behind whether or not your reader takes a specific action or not. Depending on your goal, the wording or even the look of your CTA can affect your desired outcome. Here are a few tips for creating effective CTAs:

Have Positive Examples of Success 

Establish your brand’s credibility. Show your clients why they should trust you and your services! Use social proof and guide potential customers towards real testimonials to show your recipients that other people have had success with your product or service. 

Create a Sense of Urgency

Use language and design elements that create a sense of urgency, and encourage your recipients to take action right away. Keep your CTAs bold and obvious so as to not create any confusion.

Offer a Free Trial or Quote 

Who doesn’t like free stuff? Use a CTA to offer interested recipients a free trial or quote to give a taste of what you have to offer, and to encourage them to take the next step.

Create a Sense of Community

Emphasize that you’re here to help out. Use language and design elements in your CTAs that create a sense of community, and encourage your recipients to join you and other customers on a journey.

7. Send Follow Up Emails 

Lastly, it’s important to follow up with your email marketing. Don’t just send one message, run away, and hope interested customers follow. Email recipients must be nurtured and guided in order to grow into potential leads. Following up with customers is an essential part of any email marketing strategy. Here are a few tips for following up when reaching back out: 

Don’t Forget About Past Customers

Keep track of past customers and follow up with them to see if they’re still interested in your product or service. This will help you re-engage past customers and bring them back into your sales funnel.

If at First You Don’t Succeed, Try Try Again

If a customer doesn’t respond to your first follow-up email, don’t give up. Try following up again with a different message or offer.

Gauge What Your Audience Responds To

Pay attention to how your customers respond to your follow-up emails, and use that information to optimize your follow-up strategy. 

Analyze Your Data 

Use campaign data and analytics to understand the performance of your follow-up emails and make data-driven decisions about how to optimize them.

In conclusion, email marketing can be a powerful tool for businesses of all sizes. By using the tips and tricks outlined in this blog post, you can create effective and engaging emails that will help you connect with your audience, build relationships, and drive sales.

With the right approach, email marketing can be a powerful driver of growth for your business.