Have You Optimized Your Email? February 25, 2021, | Posted by Guest

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We’ve written before about how the inbox is more competitive than ever; as email marketing becomes more and more popular with businesses of all sizes, each one wants to set themselves apart from the pack. Especially in a post-Covid world, where other channels for prospecting and outreach are not as effective, email is a major channel--but the consequence of that is that there is a lot more noise, and it’s a lot harder to stand out. Site Impact has some simple ideas for optimizing your email marketing strategy from the bottom up, which will help you get your fair share of your audiences’ attention.

 

No “one size fits all” email campaigns

One of the easiest email marketing methods that exists is the batch-and-blast format. But increasingly, these types of campaigns are just not performing, and it’s no wonder. Personalization and segmentation have reached a point where they’ve become the norm rather than the exception, and consumers expect a personal touch from even small businesses. Target specific audiences within your prospects, and tailor your content to each group--while that sounds like a lot more work, it actually doesn’t require much more research than what you’ve likely already done. The message you send out to single moms should be different from the message you send to widowed dads or the message you send to college students or the message you send to retirees. Highlight the benefits and perks that apply to each specific group, and craft your content around each group’s expectations, and you’ll quickly start seeing the uptick in engagement and conversions.

 

Make sure your email shows up right everywhere

The best-crafted email marketing creative in the world won’t work if it doesn’t show up for your recipient, or if it renders sloppily on one of the devices they use to access it. Mobile email has become the norm for many, but in truth your campaigns should show up the same way whether your recipient opens them on their phone, tablet, or computer. Responsive design is the best way to make sure that your creative holds up across platforms and formats. It’s easy to incorporate into what you’re already doing and only requires a little more coding compared to older school methods. By making sure that your emails show up across all devices, your recipients will get the same experience when they open it on their computer or their phone--giving more opportunities for them to convert. It also makes it so that your prospects will be able to take immediate action the first time, because they won’t have to go to another device to be able to access your CTA or make sense of your content.

 

Optimizing your email marketing strategies and methods is an important step towards getting more out of your email campaigns. It doesn’t take a lot to get better performance; just by doing a small amount of personalization and segmentation will boost your conversions. For bigger changes you can also turn to email marketing providers to get access to bigger audiences, slicker design, and more. Contact Site Impact to hear how we can help you take your marketing to the next level.