Are your own mass emails making you yawn? Then imagine how your customers and leads must feel. Fortunately, reinvigorating your email marketing isn’t as difficult as it may initially seem, and a few simple tweaks can often mean the difference between delete and delight from your recipients. Here are five of our favorite tips for refreshing email marketing efforts:
1. Send quality content. Gone are the days of sending emails just to send them. Today, people expect messages that are tailored to who they are and what they want to hear from your company. There is a person on the other end of your email, not just a sales opportunity, and your emails should reflect that. Keep your messages short and to the point. Also, think about your message from your audience’s perspective, and ask yourself what’s in it for them. Whether it’s a special discount, a link to download an eBook, or another offer or announcement, your emails should deliver genuine value to the person reading it.
2. Change your design. We all need a change of scenery from time to time, and your email subscribers are no exception. Something as simple as switching up fonts and colors, while still remaining within your brand’s look and feel, can be the change you need to get your audience engaging with your emails again. A new layout can also be a refreshing change of pace, especially for longtime email subscribers. If you have been using a two column design, for example, try switching to a layout featuring a body section and a sidebar instead to see what results change can bring.
3. Get animated. Love them or hate them, animated GIFs have established a strong presence in the online community. Before you dismiss GIFs as a social media gimmick, consider using them in email marketing campaigns. They are easy to load, easy to create, run automatically without requiring a play button and provide a little something extra that can help increase engagement. GIFs are perfect for explaining how something works or for drawing attention to an otherwise static image.
4. Utilize split testing. Split testing, or A/B testing, is a method of testing two versions of an email against one another to see which one performs better. You can use the results of these tests to improve future email marketing efforts and send emails that really resonate with your audience. What should you change in your email variations in a split test? Try using different subject lines, layouts, send times or content. Split testing can demonstrate how even small changes can have a big impact on opens, clicks and conversions. As you can see in the example emails for a department store below, they chose to split test based on the placement of various clothing items.
5. Optimize preheaders. There are three things that recipients will see when your email hits their inbox: the sender name, the subject and the preheader, which can be seen outlined in red in the screenshot below. The subject line is what grabs your readers’ attention, but as an extension of your subject line, the preheader can really help you increase opens and clicks. It’s a great place to utilize personalization, as seeing their name in the preheader can help your subscribers hone in on your email, even in the most crowded inbox. Whether you go the personalization route or not, your preheader copy should always clearly and concisely convey the message in your email.