Email marketing continues to be one of the best ways to engage customers and drive revenue. You need the right content and the best tools to ensure you get the ‘click and read’ rather than the ‘tick and bin’.
People are swamped with emails every day so how do you keep your subscribers interested past that WELCOME10 promo code? Better yet, how do you get them to read, click through to your website and add to cart?
According to Rupert Muir, co-founder of Sydney-based eCommerce specialists EUX Digital Agency, it all comes down to understanding what your audience wants and the tools you use to deliver that. For EUX and their clients, that means optimising email campaigns to drive the best possible results using the advanced email marketing and automation platform Mailchimp.
Kochie’s Business Builders asked Rupert for his top tips on driving better email open rates and engagement.
Tip #1: Source customer data to create content that resonates
Segmented emails can often outperform generic ones. Mailchimp’s segmentation tools make it easy to target your emails based on the recipient’s behaviour and interests. Of course, if you want to make the most of these tools, you need a detailed customer database.
“There’s a fine line between asking for too much data and not asking for enough data,” notes Rupert. “You can ask for an email address at the start, then when you’ve built some customer loyalty, you can further segment your database by sourcing info on your customer’s gender, age, location and product preferences.”
To give you less guesswork to do, Mailchimp enables you to connect your data from more than 300 frequently used platforms including Instagram, Google Analytics, Shopify and WooCommerce. Once you have a detailed database, you can create personalised emails that can help you improve open rates.
For example, you could target an email to males aged 30 to 40 who have spent over $100 in your store. Or you could send your customers a happy birthday email or a new product alert from their favourite designer.
Watch: Top email marketing tips from EUX
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Tip #2: Get creative with your subject lines
The first thing email recipients see is your subject line so have a play with that valuable inbox real estate. Your subject line should help you stand out in a crowded inbox and compel people to read more.
Consider adding the recipient’s name to the subject line so it feels like you’re starting a conversation exclusively with them. Then think about how you can spark the recipient’s curiosity and make them feel special. Highlight what’s in it for them – are they getting an exclusive VIP deal? Or will they learn something interesting?
Rupert also advises having a bit of fun with it.
“One thing I’ve learned about subject lines is that the more creative you can be, the more likely the customer is to open and engage with the email,” Rupert says. “Try using an emoji or a cheeky subject line to get better engagement. Then check back and assess your open rates to see if it worked. Test, learn, then test again.”
Importantly, you should follow through on the promise in your subject line to build trust with your audience. Your content should feel like a pay-off, not a let-down.
Tip #3: Keep learning from previous campaigns
In the ever-changing world of digital marketing, you have to constantly analyse what’s working and what’s not. When you open your Mailchimp email dashboard, you can view metrics across multiple emails to assess how they’re performing in real time.
Mailchimp can show you how you can get more engagement and potentially grow your revenue; just one of the features Rupert and his team love. “Mailchimp’s advanced tools help you analyse the campaign you sent previously,” he shares.
You might want to tweak a few things like the time and day you’re sending your emails. Or you might want to remap your customer journey by creating a new marketing automation workflow using the Customer Journey Builder feature.
With considered content and advanced tools, your emails can start clicking their way to more eyes and more revenue. Start by exploring all the tools on offer and make 2023 the year your business nails its email marketing.
Visit Mailchimp to learn how their advanced email marketing and automations can help you guess less and sell more.
This article is brought to you by Kochie’s Business Builders in partnership with Mailchimp.
Feature image: AdobeStock
The views, information and opinions expressed in this article are those of the people interviewed and do not necessarily represent or reflect the views of Intuit, Mailchimp or any of its cornerstone brands or employees. The primary purpose of this article is to educate and inform.