If you use email marketing as part of your digital marketing campaign, you’re probably always on the lookout for new and interesting ways to create email content that will stand out in the inboxes of your audience.
But after a while, you may find yourself getting stuck with a particular formula. Even though you know it has worked for you in the past, it may become stale, and your audience could start to lose interest. That’s why it can’t hurt to refresh your email strategy from time to time, and here are a few simple ideas to get you started.
Make sure your emails are compatible with mobile devices.
Mobile is constantly growing, so it’s important to ensure that all your content is responsive and optimised for mobile devices – and that includes your email campaign.
Consider how many people are using a smartphone every day and using it to check their email. You’ll need your email to look great on those smaller screens while also remaining readable. If the user can’t see what the email says, they’ll probably just close it.
Measure your email metrics.
Email metrics can be measured in a variety of ways, including:
- Bounce Rate: The number of emails could not be delivered due to incorrect or invalid information.
- Conversion Rate: The number of people who clicked through to your site from the email.
- Open Rate: The number of people who received the email and actually opened it.
- Unsubscribe Rate: The number of people who unsubscribed after reading the email.
These can usually be tracked with whichever program or software you are using to manage your email list.
Feature some of your social media and web content in your emails.
Keep your emails relevant, new and exciting by repurposing some of your latest digital content inside. People on your email list may not have seen it yet, so including it keeps them in the loop. This is also an opportunity to feature part of the content and increase traffic to your website or social media page by encouraging them to click a link to view the rest.
Ask your audience for their thoughts – via email, of course.
Marketers have been known to send out surveys in emails, asking their audience to let them know what they like about being subscribed to the list, what they get out of it, what they’d change and what they’d like to see implemented in the future. Give it a try, you might be surprised at their answers and ideas.
Whether you choose to follow one (or more) of these ideas or come up with something fresh and new on your own, adding something new to your email marketing campaign is a great way to give your marketing approach something new that’s sure to catch the attention of your audience.
Have you ever applied any of these elements to your email campaign to give it a refresh? Will you be doing so in the future? Go ahead and share your thoughts in the comments section below!