Email marketing: 6 tips to optimize your results

Email marketing is one of the most effective tools for creating strong and long-lasting business relationships with consumers, thanks to the fact that it remains a direct communication channel. But to improve results, it is necessary to adapt your emails to current trends in the digital market.

For this reason, I am sharing 6 tips to optimize the results of your emails.

Strategic and minimalist designs

Nowadays, users receive dozens of emails a day, but few manage to have a positive impact on the consumer and this is due to a simple reason: design.

Emails with saturated elements, low-quality images, poorly used branding and poorly understood communication are the reasons why your business objectives are not achieved. My recommendation is to use minimalist designs.

The phrase “less is more” is apt, which translates into offering truly quality content. Simple and clean designs convey greater confidence and help the commercial message or objective to reach the user effectively. Another important benefit offered by minimalist designs is that, by having few elements, you will be able to optimize the loading time of your emails.

To build a strategic and minimalist email, I recommend the following:

Branding

It is very important that your brand logo and colors are visible enough so that the consumer can identify you in a matter of seconds .

You might think this is the most logical thing in the world, but I have seen this problem on numerous occasions, especially in small and medium-sized businesses.  By not having a well-defined and proportioned brand identity within your email , you run the risk of being confused with the competition.

Images

To attract the attention of customers, there is nothing better than using high-quality images that convey emotions. Images are more effective than long texts. A potential customer will not have to invest too much time to understand the concept. Remember to use only the necessary ones.

Set a clear goal

By eliminating information clutter in your emails, you'll be able to build a clear and concise message. A specific promotion or discount should capture about 80% of the email's essence.

Call to action

It is recommended that each email has a maximum of 3 CTAs, but if you can simplify it into just one, you will make life easier for your consumer. Just like your brand logo, this should be visible from the first moment.

Personalize your emails

According to statistics, a personalized and well-segmented email can generate around a 60% conversion rate compared to generic emails you send to your entire database.

But by personalized emails I don't mean just putting the user's name in the email, but rather drawing up an entire line of communication based on the profile of your ideal client or buyer persona.

To achieve effective communication, you must think about how to solve a need from the subject line, then increase the level of interest by offering an attractive offer or promotion that encourages people to open the email.

Of course, you also need to take into account what phase of the conversion funnel your potential customer is in and what their purchasing behavior is to develop the right message. 

Avoid SPAM words

Nowadays, email providers have anti-spam filters that automatically detect words with a commercial meaning. For example, words like “special promotion”, “best price”, “free”, “limited offer”, etc. For this reason, it is very important to be careful in how these types of words are used, since the success or failure of your email marketing campaign will depend on it.

Data-driven email marketing

Data analysis will allow us to create email marketing that is truly based on the profile of your ideal client and at the same time create more attractive and personalized creatives that generate a high impact on the consumer. As a recommendation, perform A/B testing by trying different subjects, designs and styles until you find the one that has the best performance.

Automation

Email marketing automation consists of sending a series of emails with content related to the topic in which the user has shown interest. Of course, it will depend on the data you previously obtained about their digital behavior.

Fortunately, new technologies are relying on artificial intelligence to speed up this process, so having a cutting-edge shipping platform will be your best ally.

Adapt your emails for mobile

According to statistics, more than 50% of emails are opened on mobile devices and this trend is on the rise. Therefore, it is important that your emails are adapted to this version, so that your email marketing efforts fulfill their purpose. As a tip, before sending an email , test it on different devices until you verify that the display is correct.

Apply these recommendations, I assure you that with these changes you will achieve a better impact in your emails. If you want more information on this topic, you will find the solution you need at MHA.