Originally Published on 18/07/2019
Email marketing is one of the simplest and most effective tools available, capable of generating an impressive return on investment.
There are, however, some pitfalls to avoid, such as sending emails at the wrong time, including the wrong subject line, sending an email that’s too lengthy or sharing irrelevant content.
If you’re sending hundreds of emails a day and are seeing little or no results, that can be disheartening.
But with a few simple tweaks to your strategy, you could make email marketing really work for your business.
Your target audience is the group of individuals your campaign is aimed at. It’ll differ for every campaign, and therefore for every email. It’s important to remember that your target audience is the one who is most likely to purchase your services.
So if you’re a broker targeting mostly landlords over homeowners, make sure your content is written specifically for the former, and create separate content streams for each audience segment you serve. That way, each group receives messaging that’s personalised and relevant.
The goal is to have a really focused email that engages the reader, making them think ‘yes, this content speaks directly to me’.
With modern CRMs, it’s easier than ever to segment your audience. You can use things like AI-assisted tagging and real-time behavioural tracking to build stronger client lists from the outset.
Read more: How to grow your email list
Sending general emails that recycle content your readers can find elsewhere will only serve to bore them. Instead, give them something special such as an offer, a freebie, a discount, an early bird price, or a downloadable guide that teaches them something new.
This has the added benefit of boosting how your brand is perceived, so it’s important to have a strategy behind every offer.
Are you able to scan your inbox and know immediately what can be deleted and ignored? Unfortunately, so can your readers, which means you need to cut through the noise and stand out with a personal email. This can be tricky and time consuming without a good CRM, but it’s worth the effort if it means your readers feel you care enough to write directly to them.
Today’s email platforms allow you to personalise emails at scale, whether it’s through dynamic subject lines or custom recommendations, making it easier than ever to scale personal communication.
Personalised content is increasingly expected. Thanks to AI, brokers can adapt email content automatically, so you can tailor messages to individual client’s needs.
Read more: Boosting customer retention with CRM
A weekly newsletter can make a real impact on how people interact with your business. We’re not saying you should become a news agency, or that you should produce several insightful articles every week; instead, share relevant industry articles that you think will engage them.
Ultimately, you’ll be seen as an authority, boosting your target audience’s trust in you.
Save time with content creation tools that auto-select relevant updates - such as Feedly, BuzzSumo or Andi AI - from lenders to the wider market, giving you a quick way to deliver value while staying in control of what your clients see.
Finding the best time to send an email has been studied by businesses for decades, and we could dispense statistics all day long showing how Tuesdays at 11am is the time people check their inbox most.
But that only achieves one thing: every business will send emails on Tuesdays at 11am. Instead, test different times and gather data on how your audience thinks and acts. After all, maybe they’re the few that actually check their emails on a Friday afternoon...
Many platforms now use machine learning to predict the best send times for each contact, helping you land in inboxes when your readers are most likely to click.
If managing email volume is a challenge, AI tools can now help brokers stay on top of their inbox — summarising key updates and filtering the noise. Learn more in our blog on using AI to manage your inbox.
Everything hinges on a successful email subject line. The most well-written, engaging email ever written might go completely unnoticed if the subject line doesn’t grab the reader’s attention. There’s no magic formula, but it’s worth familiarising yourself with some basic rules:
Helpfully, Coschedule has an email subject line tester that gives you handy insights into the strength of your ideas. AI tools can now analyse how your subject lines perform and suggest better alternatives, helping you improve open rates without guesswork.
Our online attention span lasts eight seconds, which is why the really interesting stats for this article were put in the first sentence. Email works the same way, so your content needs to hook readers very quickly and be easy to scan. Short messages with bold, punchy headlines will help people consume your email more easily which, in turn, will help them navigate to your call to action.
Try adding interactive elements or collapsible content blocks to make your emails easier to read on mobile.
Around eight in ten emails are opened and read on mobile devices, yet email marketing campaigns will often be put together on a desktop. This means many emails are not optimised for mobile users so they appear to contain huge chunks of text that are not scannable.
So write for mobile first with shorter sentences and call to action buttons that fit on a small screen.
We hope the tips above help you turbocharge your next email marketing campaign. For more tools, tips, tricks and guides on taking your business forward, be sure to check out the Growth Series.
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