In the last blog post, we reviewed some tips for laying out and building marketing emails. Most of these had to do with creating visually vibrant and eye-catching campaigns, and how you drive reader engagement.
Here are some more tips from experts based on broader strategy and making sure that your email campaigns are targeted in the context of today’s very complicated online world. In many ways, these piggyback on the last set, as they display best practices that can drive revenue in an increasingly high-tech world.
Personalize Emails
One of the guiding principles here is that your emails have to speak to an individual person. They can’t seem boilerplate or generic. Broad emails that don’t address a single persona are very 1990s and belong to the early days of the Internet.
AI offers all kinds of opportunities to use customer data to make emails profoundly personal, so don’t overlook that when you’re building your campaigns. It might be as easy as porting in CRM data through an API. Make sure your in-house people know how to accomplish these kinds of results, or hit the books.
Support Omnichannel Outreach
We also have innumerable channels now, social media and phone-based apps, and more. So don’t be afraid to go where others have feared to tread; you’ll likely get a leg up on competitors.
Practice Audience Segmentation and Curation
Another way that you can apply data-driven principles to your email campaigns is to curate your mailing list. You’ll want a precise and dynamic list of email recipients, not just something you scraped together and used for years.
Applying a curation principle to the email campaign may take a little more work, but it’s likely to yield good results.
Create an Intuitive User Interface
This is a big one, and it’s actually one that some ISPs have ignored at their peril.
You need to find a good intuitive user interface for your recipients and stick with it. Make all of your branding, color, and style consistent. Make it easy to find the information that they need the most. And then don’t change up the interface with no warning, because it disorients your target audience in bad ways.
Automation and Workflows
You can automate a lot of work in an email campaign, allowing you to scale quicker and more easily.
That’s another way to get a competitive edge when it comes to making sure you have the firepower you need in terms of your company’s web footprint.
For more, keep checking out our blog as we go over everything you can do to boost your business in the AI age. Websubstance can help you build a strategy that works for your company and get more out of every marketing dollar.
