So how can businesses stand out in the sea of emails their target audience receives every day?
A solid email marketing plan is a good start.
Check out some of the top tips for a successful email marketing strategy in 2024.
8 actionable email marketing tips for a profitable campaign
#1. Create irresistible lead magnets
No matter what type of marketing you do, the goal is to attract attention and generate interest.
The best way to do this is to answer one of the biggest questions in marketing: “What’s in it for me?”
Lead magnets help solve this challenge because they give potential customers something of value. Whether it’s an e-book that introduces them to a topic or a how-to guide that shows them how to solve a problem argentina phone number resource lead magnets can really do wonders for helping brands build their subscriber lists.
Depending on your industry and expertise, you can offer different resources to help your audience solve their problems and challenges, achieve their goals, appeal to their interests, or target their motivations.
When people know they will gain something, they usually do not hesitate to give something in return.
In this case, they provide their name and email address through opt-in forms. In return, they receive something valuable that will make their lives easier in some way.
Possible lead magnets you can create to attract more email subscribers — aside from ebooks and how-to guides — include:
Competitions, quizzes and giveaways
Cheat sheets and checklists
Webinars/virtual summits
Early access/waiting lists
Discounts and bonuses
Free consultancy
Product demos
White Papers
Newsletters
Calculators
Scroll through files
Templates
Free tools
Courses
Reports
Toolkits
In this email, Salesforce offers its audience a free e-book featuring top tips and best practices from legendary email marketers.
#2. Segment your email list
According to HubSpot , email segmentation is the most effective strategy for email campaigns.
Why is it so effective?
Because it allows you to send targeted messages to the right people, rather than taking a one-size-fits-all approach to email marketing .
Segmenting your subscribers involves dividing them into different groups or customer segments based on different factors, such as their demographics, behavior, purchase history, previous campaign data, or email interaction history.
This data allows you to send content that is more relevant to your subscribers' interests and preferences.
You can also segment your subscriber list based on where they are in the customer journey. For example, for a prospect who is still in the evaluation phase, you can send emails with educational content like webinars or how-to guides.
On the other hand, if you are in an established or active customer retention phase , your emails may include support resources, Q&A chats, or newsletters.
#3. Personalize your content
96% of marketers say a personalized experience makes buyers more likely to become repeat customers.
Who doesn’t want to feel special, like a message was tailored for them? By providing this level of personalization, you can stand out from other emails competing for your audience’s attention.
One way to personalize your emails is to include your subscribers' names in the subject and/or email text.
You can also take things a step further by using hyper-personalization. This takes simple personalization to the next level using data, consumer insights, analytics, and automation.
For example, if a site visitor is viewing one of your product pages, you can send a personalized email: "We saw you lurking. 15% off your first order with us."
To benefit from this level of personalization , you'll need an email marketing tool that lets you create smart workflows driven by data.
#4. Send timely messages with automation
Marketers who use automation tools are 95% more likely to say their marketing strategies are effective than those who don't.
Save time while making your emails more targeted and relevant with email marketing automation workflows.
Email marketing software is great for creating email series and helping you automate their distribution. Let’s say you create different emails to appeal to the needs and interests of people at different stages of the buyer’s journey.
So, you can have:
Several interim emails showcasing the value of your products and showcasing testimonials/customer interviews or reviews
Several sales emails with calls to action (CTAs) to purchase your product or take advantage of a discount
A welcome/thank you email that introduces your brand and tells new subscribers what to expect
This is known as a drip campaign.
You can also create automated emails based on triggers like a lead or potential customer:
When someone adds your product to their shopping cart and doesn't make a purchase within a certain period of time (abandoned cart)
Haven't purchased from you or engaged with your product in a while (aka inactive subscribers)
Reaches a specific milestone with your brand (e.g. 1-year anniversary)
There is a birthday (e.g. happy birthday email)
Subscribes to your email newsletter
Unsubscribers from your emails
Clicks on a link on your website
Purchases your product(s)
Here's a welcome email from popular movie streaming service Vudu. The email includes new movies that subscribers will be interested in.
Vudu.png
Source: Voodoo
#5. Write attention-grabbing subject lines
Your subject line is one of the first elements your subscribers see in your email.
So if your email isn’t enticing enough to get them to click on it, they’ll likely scroll past it.
Add a sense of urgency to your email subject lines to increase your email open rates . Use actionable language like “get…” or “take advantage of…”
If you’re sending promotional emails that offer subscribers special offers or discounts, you can create a sense of urgency with phrases like “limited time” or “X days/hours left.”
It’s also important to keep your email subject lines short and sweet — they should be long enough to clearly convey your message but short enough to stay under the character limit.
Consider using emojis to stand out in your inbox. Express emotions like excitement, surprise, and humor to add personality to your messages.
#6. Optimize for mobile devices
46% of emails are opened on mobile devices, which is why nearly 60% of marketers are leveraging mobile-friendly emails in their email marketing strategies.
Here are some tips for optimizing your emails for mobile devices:
Consider using responsive email templates to take the guesswork out of creating emails that display seamlessly on mobile devices
Keep the text in your subject line (35 characters) and preheader (85 characters) within the character limit.
Plan for a “visual-off” experience and test to make sure your emails look good without images.
Use plenty of white space around links and CTAs to make them clickable.
Place your CTA near the top of your emails.
Test your emails on multiple devices.
Use a single-column layout.
Chuck E' Cheese regularly sends promotional emails to its subscribers to increase foot traffic. The brand's emails look stunning on mobile devices thanks to bright colors, plenty of white space, clear CTAs, and a simple layout.
