Understanding Email Marketing

Generic messages sent to disengaged mailing lists are far from effective – and to avoid being marked as spam, your emails should be personal, targeted and relevant. Whether that’s providing your subscriber list with regular industry insights, valuable research or exclusive discount codes, you should be giving your mailing list something they actually want.

Of course, you’re also looking for more than just a one-off success, which is why it’s crucial to design a campaign that means subscribers will open your emails time and again. From layout and subject line to tone of voice and call to action, the key is to test various campaigns to find out what works best for your business and audience. Regularly assessing performance is also part and parcel with email marketing, allowing for continuous refinement and, in turn, ever-increasing engagement.

When it comes to results from email campaigns, it’s important to ensure you’re able to accurately measure how these campaigns are impacting on your goals. From open and click-through rates to bounce rates and conversions, there are a range of key metrics you can track using a number of state-of-the-art tools to measure performance and accurately establish how effective each campaign has been.

When it comes to results from email campaigns, it’s important to ensure you’re able to accurately measure how these campaigns are impacting on your goals. From open and click-through rates to bounce rates and conversions, there are a range of key metrics you can track using a number of state-of-the-art tools to measure performance and accurately establish how effective each campaign has been.

  • Begin by creating a genuine mailing list with the potential for engagement. You’ll have the ability to segment your mailing list as time goes on based on various criteria, such as engagement history or user demographics, allowing for more strategic campaigns than ever before
  • Use industry insights and research to inform email marketing strategies 
  • Plan and create persuasive and impactful copy that’s designed to convert
  • Manage the email preferences of your subscribers
  • Measure the success of each campaign and use this data to inform future campaigns

The first crucial step is to pull together your mailing list – whether you already have the contact details of previous and potential customers or you’ll be building this list from scratch using an on-site signup form. After that, a world of experimentation, refinement and measurement awaits.

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