Top 5 Tips for Email Marketing

Email marketing, wasn't that yesterday? Today we have social media, influencer marketing, Twitter, Instagram, TikTok and a wide world of online marketing – completely independent of emails.

We love social media and modern marketing methods, that's clear. But whether relying solely on social media is actually always the right approach for virtual marketing is a completely different question.

Methods that have proven themselves over decades can still be used effectively today and lead to a competitive advantage, but only if you approach the matter with real skill.

With our 5 tips for successful email marketing, you too can now inspire your customers with this method at little additional cost and hopefully with a high success rate!

Without further ado, let’s get to the 5 hottest tips that can help you bring email marketing to the forefront of your advertising strategy.

 1. The one-keyword strategy

We start with the number one in our first tip: the one-keyword strategy. This will get your customers to actually open an email you send.

All marketing experts are familiar with the problem of low opening rates for promotional emails. Due to the huge influx of emails into their inboxes, many people tend to delete all promotional emails immediately without even reading the header.

What can help you here: A meaningful keyword, a word that immediately catches the customer's eye. A word that makes the customer pause.

This word must be so relevant and simple that it is also perceived by the subconscious in the person's field of vision. Because, as already explained, the headers are only actively read in very few cases.

Anyone who thought that it couldn't be that difficult will probably be surprised. When you try to implement this strategy, you quickly see that it is anything but easy to find such a keyword.

However, with the appropriate creativity and the right choice of keyword, this strategy can actually lead to great success.

 2. Create content that encourages interaction

If your email is opened by a customer, that's a good start to email marketing, but even that's only half the battle. If the message turns out to be boring for the customer, it will end up in the trash faster than you as the sender would like.

Content that encourages interaction is the key to success here. This can take the form of redirects to your own homepage, linked articles that are of interest to the customer, or simply by providing vouchers or bonus promotions.

Existing customers who have already had a positive experience with the company respond particularly well to such vouchers and promotions. Here too, make sure to keep the advertisements short and concise so as not to lose the customer's interest.

This strategy is often used in the virtual casino world. Since the interaction between customer and provider takes place exclusively online and available benefits can therefore be used immediately, vouchers work particularly well to induce customer interaction.

 3. The world is becoming more mobile – adapt your email marketing

Never before have emails been read and managed from mobile devices as often as they are today. On the way to work, during short waiting times, even during lunch breaks - the smartphone is always with you and a quick glance at incoming emails happens almost automatically.

This is a fact that, of course, you should also be prepared for as a sender. This means: Make sure that your emails are not only displayed correctly on mobile devices, but above all are easy to handle.

Specifically, it is important to ensure that links are only inserted at certain intervals to avoid users clicking incorrectly on a small screen. The presentation and quality of photos is also a somewhat critical issue when displayed on smartphones. There is hardly anything that looks more unprofessional than distorted or shifted photos.

 4. Segmentation as a basis for personalization

By now, every child knows that emails sent for advertising purposes must be personalized and tailored as closely as possible to the needs of each recipient.

But before you immediately try to personalize your emails in an unstructured manner, you should pause for a moment and ask yourself an essential question.

How can I develop personally appealing newsletters and emails that ideally appeal to different customers, but still do not entail disproportionate costs and effort?

The key to success lies in segmenting the customer base. The idea behind it is simple. The customer base is divided into different segments, each of which contains a group of customers who are similar to each other.

Similar in purchasing behavior, similar in demographic data, similar in living circumstances – the possible approaches are diverse and allow you to segment according to the variable relevant to your product.

Based on such market segmentation, the individualization and personalization of emails can then be established. For each market segment, content, address, structure, time of sending and other relevant aspects are defined separately and implemented in an email designed accordingly.

The result: higher open rates, more interaction and hopefully a larger customer base.

 5. Avoid the enemy: generic headers and addresses

Not only because generic headers and preheaders can lead to the email ending up in the spam folder, but above all because in the crowded field of advertising messages, the countless newsletters and information that customers find in their inbox every day, nothing could be more fatal for you than a lack of imagination.

Standing out from the crowd is never easy. However, it is rarely as difficult as trying to contact someone via email. You have to completely convince the customer in just a few words, namely the header, preheader and greeting.

The preheader plays a big role in promotional emails, but is often neglected. It is the first line of the email that appears in the inbox below the header, making these few words just as important as the header itself.

So invest in developing the best headers and preheaders and then look forward to hopefully above-average successful email marketing campaigns…

© Photos: Christin Hume (1), Brooke Cagle (1), Unsplash