3 tips for streamlining your email marketing!

Email marketing is often an underrated channel in today’s digital marketing mix. Many people think of email as an outdated, outbound method, but in fact, it can be one of the most powerful and effective ways to build a personal relationship with your target audience. When you send the right message to the right person at the right time, you can build loyalty, strengthen customer relationships, and achieve amazing results.

So, how do you take your email marketing to the next level? 
Here are three simple tips to help you elevate your strategy.

Content:

1. Personalized content
2. Layout optimization
3. Automation & workflows
   
   

1. Personalized content

Nobody wants to feel like part of an anonymous mass email list. We’ve all received those generic emails that are clearly sent to a huge number of people. To truly capture your recipient's attention and make them feel unique, and to engage them, it’s important to tailor your content to their needs and interests.

This could mean using their name in the subject line or texts, but it can also involve segmenting your email list based on their behavior or preferences. For example, if someone just bought a jacket from your webshop, you might want to send a follow-up email with tips on matching accessories, rather than a generic newsletter about the new spring collection.

Personalized emails have a significantly higher open and click rate, so it’s definitely worth investing time into!

2. Layout optimization

Another key aspect is ensuring your emails look great, whether the recipient views them on a computer, tablet, or mobile device. In fact, the majority of emails today are opened on mobile devices. If your email looks messy on a phone, it’s likely to end up in the trash.

Use a responsive design, which means the layout automatically adjusts to the screen size. Keep it simple with a clear structure and easy-to-read text. Images should be optimized for fast loading, as no one wants to wait for a heavy email to load.

Simple, well-structured emails often work best.
Stick to a clear "call-to-action" (CTA), so the recipient knows exactly what the next step is, no matter what device they’re using to read the email.

3. Automation & workflows

Sending emails manually to each customer is both time-consuming and inefficient. By using tools that enable automation and workflow building, you can save time while also increasing the relevance of your emails.

Automated emails can be created and triggered by specific events, such as when a customer signs up for a newsletter, makes their first purchase, or abandons their cart, etc.

With workflows, you can create sequences of emails that are sent at different times depending on the customer’s interaction and behavior. For example, you might want to create an onboarding series for new customers, where they gradually get to know your brand or products. Workflow is a great option for automating this process!

By using automation and workflows, you can maintain an ongoing dialogue with your customers without spending overwhelming amounts of time on manual sends. Automation also allows you to tailor messages even further based on different behaviors and preferences.

Final thoughts

For your email marketing to work long-term, there are a few other important aspects to consider.

First and foremost, don’t forget to follow regulations and GDPR. Make sure you have the customer's consent before sending marketing emails, and always give them the option to unsubscribe.

Finally, don’t forget to set clear goals and KPIs (Key Performance Indicators), to measure the success of your email marketing efforts. The choice of KPIs depends on the goals you want to achieve. Some common KPIs in email marketing include open rates, click rates, and unsubscribe rates.

TIP:

1. Follow us on social media. We post on LinkedIn, Instagram & Facebook when we have updated with a new blog post. You can also get good tips and learn something new through the other posts we publish on social media, so you don't lose anything by following us!
2. If you want additional knowledge on how you can make your email marketing more efficient, do not hesitate to contact us!
3. Want to connect on LinkedIn? Then you can find me here!
   

/ Madeleine Olsson - CRM Consultant 🌷