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Get more clicks and sales from your email marketing

Published: 22nd April 2021
Email marketing can offer one of the best returns on your marketing investment. It’s really quick and easy to do and offers consistently great results.

In order to really turbocharge your results, there are a few principles to follow and techniques to try. Whether you are new to email marketing and looking to hit the ground running, or are an experienced pro looking for fresh ideas to try - then watch this quick video for some quick and easy ways to get more clicks and sales.

Offer subscriber-only discount



Reward to email subscribers with a loyalty discount - don’t offer this publicly, just to the people on your email list. This really helps to make your subscribers feel valued, this exclusivity really helps to generate more clicks and more sales.

Have one clear call to action



Lots of email campaigns fail because the purpose of the mailer gets lost in the mix. If you send out an email with lots of links and lots of requests for your recipients to do different things, then this can result in people not engaging at all with you send.

The best approach is to keep things clear and simple with one very strong call to action, presented in a way that is front and centre, with a strong enough hook for people to want to act on it.

Design for mobile-first



Over the past few years, the message has been to optimise your email so that it also looks great on mobile. Now, with most of us choosing mobile as the preferred device for viewing emails, the message is to design for mobile-first.

The key elements here are slim down the volume of text, use larger font sizes, larger buttons, make sure images load fast.

By making your email a positive viewing experience on a small screen, this results in more reads, more clicks and more sales

Create a hook based subject header line



Email campaigns often live and die by the subject header line. So many campaigns are sent with subject header lines that don’t really spark the interest of their viewers. This results in low engagements and poor conversions.

A good subject header line will make the viewer want to open the email and read it. So, try something that asks a question, or something that is time-based - or something that delivers you call to action.

A/B test variants



The great thing about email marketing is you can take the guesswork out of it by trying different variants of your campaign or send times or send from details. Trying out different things will always identify a clear winner.

You can do this with A/B testing, this is where you send different campaign variants to small sample lists. The results ara then measured and the winning variant is then sent to your main email database.

A/B testing is an incredibly strong way to maximise your clicks and conversions.

Customise your preview text



When your recipients receive your email, their email reader will grab the first few lines of your text and present it in the preview box. Viewers will quickly scan this and decide if they want to open the email and read it or not.

Decent email marketing software will let you enter custom text to be displayed as the preview. If the email readers just grab the first few lines - these may not be the best text to show as a preview.

By entering your own custom text - you make sure that the content of your message is delivered as the perfect preview.

Spam check your content



Decent delivery is a critical element in the success of your email marketing. If people aren’t receiving your mailer, then your reads, clicks and conversions will really suffer.

This is why you should always spam check your content - look for key phrases that ar likely to trigger a spam filter. If you take the time to check your content - your delivery will be optimised and so will those all-important conversions

Don’t send the same content



One of the most common mistakes is to assume that a successful mailer will net the same results the second time as it did the first time. This really is not the case. Your recipients want fresh content - each mailer should have a new reason to open the email and read it.

If viewers think that you just repeat sending the same message, then conversions can really drop off the end of a cliff.

Keep your content fresh - regularly reinvent your message, tone and design. This keeps interest high and filters that result through to clicks and conversions

Summary



If you follow these tips and techniques, you’ll see a real jump in your stats. Email marketing is a great way to consistently bring revenue, loyalty and new customers into your business.

Let us know how you get on in the comments section below, we’d love to hear some of your success stories.
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