Email marketing is still one of the most effective ways to drive traffic to your website, generate leads, and increase sales.
It helps you build better relationships with clients and potential clients.
You can inform people about product launches, special offers, and news about your company, which will increase brand awareness.
To be truly effective, however, you should follow some best practices when implementing your email marketing strategy.
If you are seeing negative KPI results with your emails, or you think you can improve your email strategy, you are in the right place.
This article will provide you with 15 top email marketing tactics you’ve probably ignored so far.
Let’s dive right in.
1. Write and send inviting welcome emails
From Flodesk’s website
The welcome email is the first email communication that a company has with a subscriber or prospect.
In other words, it is the email you send to thank users for subscribing to your email newsletter.
As a result, it is crucial to make a good impression on your subscribers.
You can welcome people with a simple message, by asking them to follow you on social media, or by offering a discount to encourage them to make their first purchase.
Having a well-designed welcome email will surely help you build a first positive relationship with your recipients.
You can speed up the designing process by using welcome email templates that are ready-to-use and have a professional design.
2. Personalize your emails
Emails without a personal touch are out of date. They don’t capture the recipient’s attention and produce negative results in terms of performance.
As a result, more and more companies are tailoring their emails as much as possible, and you should do the same.
You can personalize an email by including the recipient’s first name at the beginning, sending only content that might interest the recipient, and/or offering tailored gifts (such as discounts on birthdays).
These are all tactics you can use easily to enhance the performance of your email marketing campaign.
3. Segment your subscribers
Segmentation is one of the winning email marketing tactics that will ensure the best results in terms of open rate and engagement.
You can segment your list by demographics, email engagement, past purchases, or position in the sales funnel. You create micro-groups within your email list that have common interests.
This way, you can create and send content that will interest your recipients, who will be more likely to open and go in-depth with them by taking action.
4. Send emails at the right time
When it comes to email marketing, timing is crucial for open rates.
Simply put, it is important to find a time when your recipients will be more likely to open and read your email.
You can determine the right time by tracking all the previous data about the emails you sent or by consulting the general times with higher open rates. Of course, these may vary depending on the type of business you run and your target audience.
5. Keep your subject line short and attractive
The subject line is the first text everyone reads and, based on this, decides whether to open an email or eliminate it straightforwardly.
As you can imagine, its importance is quite significant.
Thus, it is so important to take your time when writing it and make sure that it can catch the reader’s attention.
It’s a good idea to keep it as short as possible and include words that will convince the recipient to open it.
6. Create a captivating preview text
Email providers today allow users to see not just the subject line, but also the preview text. You can use this text to give a little bit more information about your email.
In the case where the subject line attracts the user’s attention, it’s the preview text that drives them to open your email.
As a result, if you persuasively write this text, you’ll surely get a higher open rate.
7. Send relevant content
Make sure the content you send is not too generic. Give your audience content that is relevant to them.
You can also achieve this goal by using email segmentation.
8. Consider using psychology in your email marketing campaign
Human brains are wired to respond to certain inputs in predictable ways. Thus, using psychology in email marketing can help you create a more successful copy.
Some psychological tactics that can make users open and interact with your emails are:
- Fear of missing out (such as limited-time discounts);
- Color choice (each color can convey an emotion or feeling);
- Social proof.
9. Optimize your emails for mobile devices
From Flodesk’s website
If you’ve ever seen an email that wasn’t optimized for mobile, you might have noticed that text, images, and call to action were so small they were hardly readable, or even impossible to read.
Whenever this occurs, the results are tragic. People will start to eliminate email right away, and they can also unsubscribe, and you’ll end up with fewer leads on your list.
All these reasons explain why you should optimize all your emails for mobile devices.
Other than having a responsive layout and design, make sure that every element contained within the email is mobile-friendly. For instance, you may consider making a call-to-action bigger so that it is easier to see and click.
10. Send fewer emails
Nobody likes to receive dozens of emails every day. Even worse, if the content of these emails does not interest the recipient. As a result, all of your emails will probably end up in the junk mail folder, and your email list will decrease.
To avoid this unfortunate outcome, send the right amount of emails each day. It’s recommended not to send more than two emails per day unless you have something special to share (e.g., Black Friday sales).
11. Test your emails
You can improve your email marketing strategy by testing different content, designs, colors, and calls-to-actions.
Therefore, you can send some people on your list a certain type of email and others a different type. Afterward, you can compare the results.
The type of email that produces the best results is the one you should use for your next campaign.
Don’t forget to run tests from time to time. They’ll help you improve your email marketing strategy and make it successful.
If you don’t have time to run tests yourself, consider hiring an experienced email form designer with problem-solving skills using HR management software like TestGorilla.
12. Analyze and measure your email campaign performance
If you launch another email marketing campaign in the future, the results of previous campaigns will help you reshape your strategy. Therefore, you must track your email campaigns.
Specifically, you’ll need to pay attention to the relevant KPIs. Here are some of the most important:
- Open rate. These metrics show a percentage and/or the total number of opened emails. The higher, the better.
- Click-through rate. This indicates how many people have clicked on a link in your email.
- Unsubscribe rate. As the name implies, it shows the number of people who unsubscribed.
By looking at the metric that achieved the worst results, you need to make changes and improvements accordingly. For instance, if your unsubscribe rate is high, consider sending fewer emails per day or sending more relevant content.
13. Clean your email list periodically
Many businesses only focus on sending out emails and growing their lists, leaving out the cleaning of their email lists.
Cleaning your email list means removing inactive subscribers. To put it simply, you need to remove those who don’t engage with your emails (they don’t even open them).
Keeping inactive subscribers on your list will affect the performance of your email marketing, resulting in negative results.
Additionally, if you’re paying for a limited number of subscribers, getting rid of the inactive ones will save you from upgrading and spending more money.
How do you decide which subscribers you want to remove? Make a list of all the recipients who haven’t opened your emails in the last 90 days. Create and launch an email campaign to re-engage clients. In the event they don’t interact with it, you can proceed to eliminate them from your list.
14. Don’t let your emails end up in spam folders
You won’t even be able to reach your subscribers if you create emails that are promptly marked as spam.
Therefore, avoid implementing any practices that may lead to your emails being flagged as spam.
Be careful using all caps, too many exclamation points, and including a lot of links, images, GIFs, and videos in your emails. If you follow these practices, you’ll ensure that your emails land in the primary box of your recipients.
15. Stay always updated
Email marketing strategies that are effective today may not be effective in the future. As today’s trends change quickly, you need to make sure that you keep up to date with the latest developments, ensuring to avoid old tactics that aren’t productive anymore.
You will then see better subscriber engagement and better email KPIs from your email campaigns.
Conclusions
We’ve come to the end of our blog post about 15 top email marketing tactics your hotel probably overlooked so far.
Email marketing is a powerful tool and strategy that, when used in the right way, can offer many benefits in terms of money, traffic, and lead generation.
By using the techniques listed above, you will get these results within a short time.
Thank you for taking the time to read this blog post. I hope you found it interesting.
To learn more about email marketing, visit Flodesk’s blog, where you can find in-depth articles and guides.
Credit
Flavia Silipo is a skilled SEO copywriter and digital marketing specialist with over two years of experience. You can find her on LinkedIn.
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About Are Morch
Hi, I am Are Morch. Your Digital Transformation Coach that helps hotels create unique and unexpected experiences by freeing up resources to focus on new ideas through value innovation and a growth mindset.
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