• Lim Zhixing

How to optimise your Email Marketing Campaigns?


Email marketing has always been one of the most cost efficient marketing strategies and you’re not the only company that realises it. I’m sure that you too engage in email marketing and send 1 of the 269 billion emails being sent on a daily basis. Everytime you engage in an email marketing campaign, you are not only competing with your competitors, you’re also going against other companies that are trying to catch the same target group’s attention. Hence, it is important to know how to optimise your email campaign to its highest potential. I’ll be sharing on some pointers to help you do so.


Before we start, let’s try to understand the type and motive of your email.

There are various types of emails a company can send to their subscribers. They are categorised mainly into three different kinds, namely promotional emails, personalised emails and transactional emails.


Promotional emails are basically used to inform subscribers of your promotional activities. For example, it can be used to announce an upcoming launch of a new line of clothes for the season, an ongoing sales of 50% storewide, etc.


Personalised emails are the ones you send when you’ve promised your subscriber something, a weekly newsletter, a complimentary gift, or even wishing them happy birthday and informing them about the benefits they are receiving on their birthday month.


Transactional emails are confirmation emails. These are to notify customers that you have received their order, or it could be a simple welcome message for joining the weekly newsletter, or even any acknowledgements you wish to inform them of.


You can have different tones and themes for each type of email you wish to send to your subscribers, thus it is important to know your objective of your email and adjust accordingly. Now, let us look at a few pointers to help improve your email campaigns.



Firstly, identify and understand your audience


After knowing the type of emails you’re going to send out, you have to identify your subscribers. Know who you are sending the email to. You can use Google Analytics to roughly see what age group your subscribers belong to. You can’t be sending the same kind of emails you send to working adults to a bunch of students. Different target audiences would require different ways of approach which includes the tone and design of the email. As such, after knowing who you are targeting, it is vital to conduct some research to know what hooks the attention and interest of your specific target audience and then craft your message to best do so.



Next, Optimise your efforts with A/B testing


If it’s your first time sending out a specific email campaign, try not to rush into it. The email you were intending to send out may or may not be the best possible way to convey your message. If it is, that’s great! But if it isn’t, it would be a waste as the campaign could have definitely achieved more with certain changes made. As such, prior to the actual start of the campaign, testing out different versions of your message would greatly benefit your campaign results.


This can be done through A/B testing. Draft and pick 2-3 emails which you and your team feel would produce the best results. Send out a few (Approx: 10% of intended campaign audience) and wait for the response. Keep track of the analytics of your emails sent. Monitor them as much as you can and some important details you should always take note of are the optimal sending timings, best subject lines and the different ways to enforce your call-to-action. Using the data and insights gained, you can then optimise your email campaign efforts to achieve the best possible result. Analysing what works and what doesn’t for this campaign may also be valuable to your future campaigns as well.



Subject line


Your subject line is one of the most important things about your email campaign because it decides whether your subscriber is even going to open your email or not.


The ideal length of your subject line is between 41 t0 70 characters long, so that it’ll fit nicely even on their mobile phones(which people are increasingly using to view their emails). Also, as much as the subject line has to be short and succinct, try to keep the important information at the front. You wouldn't want it to be hidden away right?


AVOID writing your subject line with words that will make your email end up in spam. Almost nobody reads their spam and even less take their spam email seriously. Every email you send that ends up in the spam folder = your efforts going down the drain. Here is a list of words that will send your email right to the spam folder. So you should remove them from your subject line now!



Conclusion


At the end of the day, we all wish for our target audience to respond to our call-to-action and stay connected. Every successful email campaign has to start with understanding who you want to reach out to and then effectively reaching out to them. That means writing a targeted and appropriate subject line as well as moderating the tone in your message to better communicate to your target audience. So, do remember to conduct A/B testing and leverage on the data you’ve collected. Never stop trying to understand what pulls your target audience in. Lastly, don’t be disappointed if an email campaign doesn’t perform as well as you’d like it to. Practice makes perfect and over time, your email campaigns will surely improve as you continuously learn through trial and error.


Let us know if this blog post was useful to you and comment down below what worked/did not work for your email marketing campaign.

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