Email marketing is a great opportunity to get your business noticed by a wide audience. But how do you ensure the best audience engagement? Here are our top tips for optimising your email marketing efforts.

Craft clickable subject lines

The very first thing a person sees in their inbox is the subject line, so taking the time to make these relevant and attention-grabbing is definitely worthwhile.

Use powerful language

Stay away from weak language or cliches, and instead, include words that invite your audience to take action. 

Include emojis

People are used to using emojis, so include ones that are relevant and that emphasise your topic.

Hint at the content

Make sure your subject line reflects the content of the email, otherwise your audience will feel misled.

Make people curious

We all hate to miss out, so use this to your advantage by piquing your audience’s curiosity. 

Injecting some humour

People are more likely to open an email that makes them smile.

Personalise it

Using personalisation will drive both the open rate and engagement. This can be as simple as including the recipient’s first name in the subject line, or contacting them on special occasions, like their birthday. You should also make your email look like it’s coming from an individual, not an organisation, by including a person’s name in the ‘from’ section.

Keep UI and UX in mind

Creating a smooth experience for prospective clients is crucial. This means keeping user experience (UX) and user interface (UI) in mind when including links in your marketing emails. For example, if you’re offering a 20% discount, the next touchpoint should be a page giving more information about that promotion, with a simple call to action (CTA) for purchasing. Additionally, the design and colours in your emails should be consistent with your branding, so there’s no confusion when a person clicks through. And don’t forget to optimise everything for mobile, as this is the most common device your audience will be using.

Written by Stephanie Clark