Email marketing is one of the most cost-effective and measurable ways of reaching your customers, however, making your email stand out in a crowded inbox can be difficult. Read on to find out how to optimise your email marketing while keeping your content fresh and engaging.

Encourage permission based marketing
Permission based marketing is clearly more effective than old methods of bombarding mass audiences as customers don’t enjoy receiving unwanted mail. Encourage customers to subscribe to your newsletter with a clear and easy to locate subscribe function on your website. Permission based subscribers are the most valuable as they are truly interested in your products or services and this tactic helps to build credible relationships with customers. 

Recognise the best timing
While you can research available guidelines for the best time of day to send emails, it is generally not going to be the same for each industry or business which a different target market. It is best to take the time to track and review open rates and other valuable metrics your campaigns for the best indication of when to send for each particular audience.

Provide a clear call-to-action
Customers respond positively to clear messages at the right time. After your engaging email, finish off with a clear final paragraph, summing up the reason for your email and informing your readers on what to do next.

Personalise your emails
Email is easily customisable and allows you to develop focused messages to specific target audiences. Segment your personalised your emails by location, stage of the buying cycle, industry or interests for a higher click-through-rate.

Ensure mobile responsiveness
This one is a given as each year the percentage of mobile usage increases over desktop users. As mobile is predicted to be the most popular device for opening emails it is essential to check that emails will fit the size of a screen with a single column, large fonts and strong visual elements.

If you are struggling with your website’s email marketing, it is best to get in touch with an expert. Here at Clarity Marketing and Communication we have the resources and knowledge to help you with all of your direct marketing needs. We can offer the best possible service while building effective online marketing solutions for you. Contact us on 1300 060 204 or submit an online enquiry.