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4 ways to email marketing success

According to Statista, there are 4.3 billion email users in 2024. You should be marketing to them.

Yes, there are newer, flashier platforms to tap into, but the truth is that email marketing is still a lucrative channel and should not be overlooked. But, like all things in this arena, there are ways to do it well and there are ways to do it better.

Email should be an integral part of your marketing strategy and can be used in conjunction with other assets to ensure they’re getting in front of the right eyes. Email campaigns should be targeted and personalised, with some brands opting to add newsletters into the mix to make the most of their email audience.

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Why employ email marketing in 2024?

While Axonn has had lots of success running email campaigns for clients, don’t just take our word for it. Research carried out by a number of organisations shows the power and relevance of email marketing in 2024.

  • Welcome emails have a typical open rate of 91 per cent, research from Hive discovered.
  • When contacted via email, shoppers spent 138 per cent more compared with shoppers who didn’t receive any email offers, Disruptive Advertising found.
  • 78 per cent of marketers have seen increased email engagement over the last 12 months, according to Martech Advertiser
  • Email ROI represents $36 for every $1 spent, says Litmus

How to supercharge your email marketing for success

Now that you’re convinced that email marketing should be part of your strategy, it’s time to think about getting it right. While many people can sit down and write an email, it takes the professionals to craft an email marketing campaign that generates leads.

1. Strong subject lines

The main body of your email may be full of compelling copy, but it will have little impact if nobody reads it. The first hurdle is the subject line, which must punch way above its weight in just 30 to 50 characters, encouraging the reader to click ‘open’.

Effective strategies for constructing strong subject lines include asking questions, showing your brand’s personality and including a call to action (CTA). These methods help to pique a potential reader’s interest and convey a sense of urgency without being too pushy or over the top.

2. Compelling CTAs

Keep in mind the aforementioned CTAs, as they’re an important part of your email copy. So, you’ve got your reader to open the email and they’ve read it from start to finish, or at least scanned the key points, where do you want them to go next? Your email should not be their final destination but a stepping stone on their buyer journey.

You may put CTAs at strategic points across your email, but the most important one should be at the end. This concise phrase with action-orientated text may lead them to a landing page with more information, the offer you’re trying to entice them with or a contact form. Whatever the destination is, you should have decided upon it early on in the planning stages of your campaign.

3. Relevant hyperlinks

As well as clear CTAs, you should also use hyperlinks in your emails, as they can contribute to the traffic driven to your site. These links should sit naturally within the copy and always be to a relevant page that offers more information on the subject you’re highlighting in the email.

They will allow the reader to easily explore more of your content without having to go and look for it themselves. Tracking the source of traffic on these page views and attributing it back to your email campaign will also demonstrate how successful it was and what was of particular interest to your audience.

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4. Text as text

In emails, text should be formatted as text, as opposed to being an image. There are a number of reasons for this, including the fact that they might be sent to the spam folder or take too long to load, leading readers to abandon them before they open properly. As these are serious, even fatal, issues for your marketing campaign, there are other considerations too.

Accessibility should be paramount in your mind and text contained within an image is almost impenetrable for the screen readers many visually-impaired people use to digest information online. Add to this that image-only emails can only be optimised for either mobile or desktop and not both, and they’re not as searchable as HTML formatted missives, and you’ve got a compelling reason to avoid them.