To be clear, we’re not claiming to be the experts in all things Email Marketing (our clients do that for us), but we have been doing this for a while now, so we think it’s time to share some of our top email marketing best practices that have evolved over the years.
1. Add That Personal Touch
Most email marketing platforms enable users to include personalisation, such as the recipient’s name in the body of their emails, as well as the subject line. We call these ‘wildcards’.
By incorporating a wildcard into your copy, such as ‘Dear First Name Surname’ or relevant information such as their registration number or make & model, the email will feel more genuine and personal than an automated communication – even though it might be just that!
Furthermore, signing off with a person, such as the Sales Manager’s Name and Title, rather than ‘The Team At…’ will leave the customer feeling valued and it provides them with a name to use if they’re looking to respond to the email.
2. Clear Call To Action Buttons
Have you ever considered how many emails you receive in a day? Better yet, how many do you actually read and remember?
With this in mind, think about your key message and how best to get this across to your customers. Most of the time, there will be a call to action (CTA) within the body of the email, so be sure to make this clear.
One way to ensure your CTA stands out is to include it as a button. Many of our emails contain a row of buttons across the top, linking to relevant areas of the website. However, we also see fantastic results and engagement on the ones midway through the email, as that’s often the priority action.
Email platforms will be able to show a ‘click-map’ of where customers are interacting the most within the email, and this will enable you to best position your buttons going forward.
3. Nail Your Subject Line
One popular KPI for Email Marketing is the Click Through Rate (CTR) – however, that’s only going to work if the recipient actually opens the email in the first place. It’s important to understand your email subject line’s power and how much it influences results, such as Open Rates and Click-Throughs.
Consider A/B testing subject lines or including wildcard personalisation’s (as above) to really capture your customers’ attention. By understanding which subject lines work, you’ll be able to improve your open rate and, therefore, engagement within the email.
4. Always Use A Reply To Email Address
You might have seen our previous post on why ‘noreply@’ emails are bad for business; if not, catch it here.
By including a reply to email address in your campaigns, you’re enabling the conversation to be a two-way street rather than talking at your customers. We often see helpful responses from our clients’ campaigns informing them of purchasing decisions or outstanding questions, for example.
Customer replies can also work as a data cleansing process if they’ve changed their email, perhaps due to moving jobs, or they’re no longer looking to be contacted by the company. The cleaner your data, the better and more accurate your results!
5. Respond To Every Enquiry
This might seem like an obvious one, but we’ve seen so many potential customers fall through the cracks. We understand that often there’s just not enough time in the day and managing multiple leads at various stages of their customer journey can be difficult.
Fear not, for we have the answer. A synchronised Automated Email and Lead Management system will help you stay on top of new leads and existing customers, including outlining which communications they have already received and more!
Contact us today to understand how our VoiceBox and LeadBox solutions work together to make your life easier and help improve your customer satisfaction and retention.