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5 Different Ways to Optimise Your Email Marketing Campaign


All businesses should include email marketing as part of their digital marketing strategy. This is a fantastic way to foster your relationship with existing customers and drive high-quality traffic to your website. Of course, email marketing isn’t easy to nail the first time. It does require a lot of revision and careful attention if you want to fully optimise your campaign’s success rate. Fortunately for all our readers today, we are going to be sharing some helpful tips and tricks for doing exactly this. Keep reading to find out 5 different ways to optimise your email marketing campaign and improve its overall performance.

1.) Make It Mobile-Friendly

Our emails used to be exclusively reserved for our desktops. Nowadays, however, the vast majority of people check their emails using their smartphone or tablet. Some businesses overlook this fact and only optimise their marketing content for PC viewing. As a result, their campaign is significantly less effective, as mobile users are turned off by the jumbled message they have just received. Therefore, if you want to improve your email advertising campaign, make sure that your emails are optimised for PC and mobile viewing. Most email marketing software has editing tools which should allow you to do this. When doing so, prioritise a clear and attractive layout that is easy for smartphone users to navigate.

2.) Use an Email Blast Service

Are you struggling to increase the scale of your email marketing campaign? If so, then you should absolutely invest in an email blast service. Email blasts are useful for an innumerable amount of reasons – but, essentially, they make life much easier when it comes to running an email marketing campaign. They are capable of sending thousands of emails all at once, meaning you can properly scale up your marketing campaign. Most email blast services have different plans available, too. This means that you can choose whichever subscription is best suited to the size of your company. For example, small businesses could send three hundred emails per month with a free email blast service, whereas big corporations could invest in a premium email blast service and send millions of emails per month, along with other great benefits.

3.) Categorise Your Contact List

To really drive the performance of your email marketing campaign, it is important to send customers emails which are relevant to them and their interests. Nobody bothers reading generic messages these days. However, consumers are much more likely to read content that is tailored to them or what they have been browsing for recently. As such, businesses should create categories (also known as segments) and sort each person from their contact list into one. From here, you can send messages which are more relevant to each individual. For further help with segmentation, we suggest using an email blast service once again. These are able to create highly specific segments for your email marketing campaign, plus push out content which has been directly tailored to that specific recipient.

4.) Include Calls to Action

Anyone who works in the field of marketing should know what ‘calls to action’ are. Basically, these are directions you give which take the customer where you want them to go. ‘Sign up here’, for example, is a call to action that websites commonly use. CTAs often come in the form of a hyperlink or button. They are important for email marketing campaigns because you want to direct readers to your website and drive sales or visits. If you have an insufficient amount of calls to action within your emails, this will be reflected in your statistics for click-through rate. So, don’t forget to include several CTAs in your content’s body to optimise the effectiveness of your marketing campaign.

5.) Personalise the Emails

Personalisation is slightly different from customer segmentation. It is all about making the customer feel like you are speaking to them directly – as opposed to sending out a mass message. To personalise your emails, try using the recipient’s name in your subject line or at the beginning of your message. This should grab their attention and make them feel like the email has been specifically written for them. Research has found that this helps to improve open rate. Furthermore, we recommend sending the email from a real person’s account, as opposed to a ‘no-reply’ bot. Customers and clients are significantly more likely to read your message this way, as the majority of people look at who sent the email before opening it.

These are some different ways to help optimise your email marketing campaign. Follow our advice and you should see your email deliverability, open rate, click-through rate, and bounce rate significantly improve – allowing you to drive sales to your website and improve your relationship with customers or clients.

Andrew Mcaffrey