The Lean Marketer Blog

Tips and Tricks for Improving Your Email Marketing Campaign

globe-107394_640We recently helped a client with a blog post about improving customer experience with email and we also covered the basics of knowing when to say “When” in this blog post. It got me thinking about all the tips and tricks I’ve picked up in my marketing work over the last 10 or so years. Managing contact lists and assembling email marketing campaigns has certainly evolved over the last decade, so I thought it would be a good idea to share some of what I’ve picked up along the way.

Optimizing Your Email Campaigns

Here are some of the tips for quick and essential ways to optimize your email campaign delivery and statistics that we helped our client expand on:

  • Ask first. Make sure you have permission to email all the people on your list.
  • Clean it up! Make sure your hard and soft bounces are being monitored, adjusted or removed as needed.
  • Run AB tests. Make sure you’re keeping track of which subject lines and which words are making delivery problematic.
  • Check your subject lines. Besides just getting past spam filters, you need to make sure those subject lines are short, sweet and ENGAGING!

Be sure to read the rest of that post here.

Increasing Engagement

So what more could we possibly add? Well…a lot, actually. And we admit that we can’t even cover everything in one blog post. There are so many ways to increase email campaign engagement and open rates, so we’ll add a few more to the list we began.

  • Be obvious! In addition to asking for permission…you want to make it OBVIOUS and EASY for people to sign up for your email lists. Don’t make them look for an opt-in form, just give it to them. Try a slide-in or pop-up box on different pages of your website and blog. Include a link on your home page. You can even try adding an opt-in link in the signature of your emails. Wherever you are engaging potential customers, give them the option to opt-in.
  • Keep it simple. Yeah. Don’t ask too many questions on your opt-in forms. You haven’t reeled ‘em in yet so don’t scare them away before you even get started! Even just asking for an email address is enough for this first step.
  • Offer discounts. Everyone likes to get a good deal! So if you’re selling a product or service, add an opt-in at checkout and send out promotional codes and discounts.
  • Get mobile. Is your newsletter or correspondence optimized for mobile reading? Most email marketing service providers (e.g. Mailchimp) offer tools to help you optimize for mobile, so take advantage of them. Your customers and clients are on the go, so make your materials easy for them to take on the road.
  • Use images! But don’t abuse ‘em. Every great piece of correspondence will have some relevant/cute/ironic/interesting images sprinkles throughout. Do not, however, send your correspondence as one big image file. You want to use text…like actual text…and insert some images to break it up. Why? Well, many email programs do not display images automatically upon receipt and many of your recipients may not click to display the embedded images. If your message is embedded into one large image file, they’ll just see nothing. And that is a real shame.

What are some of YOUR ideas? Have you seen an increase in open rates or engagement after implementing certain parameters? What have you found to be successful? Let us know in the comments section.

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