With most people checking their emails multiple times a day, email marketing can be an effective and cost-efficient way to connect with customers. So what can businesses do to optimise their email marketing? Let’s explore some key points.

Creating a quality email list

There’s little point in having a list of customers if half of them are not genuinely interested in your business. That’s why it’s important to segment your mailing list based on two aspects – customer demographics and customer actions taken on your website – so that customers only receive messages tailored to their specific needs.

Optimising your email marketing efforts

Once you have a clearly targeted email marketing list, here are some simple but effective ways to expand it.

Offer giveaways

One of the best ways to obtain new email subscribers is by offering something of value in exchange for their personal details. The key factor here is for it to be desirable to your target audience. Once you know their needs and preferences, you can choose the best giveaway to solve their core problems and increase their likelihood of joining your mailing list.

Use opt-in forms

Another great strategy is to create forms where clients can opt in to your mailing list and set these to pop up at strategic moments, such as when a reader gets halfway through a blog post on your website. If you decide to do this, make sure to think about the design and placement of any pop-ups and to keep them light on content. 

Place CTAs strategically 

Including call to action (CTA) buttons on your social media content can also help grow your email marketing list. This can be done, for instance, by offering access to unique offers or additional content in exchange for a client’s details. Remember, however, that for CTAs to work, they should be relevant and only appear where they fit naturally into the user journey; otherwise, they could cause annoyance and therefore have the opposite effect. 

Written by Stephanie Clark