Get the most out of your email marketing in 2020

Get the most out of your email marketing in 2020

Have you heard rumours that email marketing is dead? Or have you tried email marketing in the past with no success? If you’ve answered yes to either of those questions, this post is for you. 

Email marketing is not dead; it’s far from it. It still delivers some of the highest returns on investment across all digital marketing channels. However, this is only true if done correctly. 

The businesses who have done well in 2019 are using focused tactics that you need to know about. Read on to find out how you can make the most of your email marketing campaign in 2020. 

Start with a purpose and add value.

Look at this from the perspective of your audience; no one wants to receive your company newsletter, it’s dull and full of stuff about you. People want to be entertained, educated, or be given something else of value. 

So start with a purpose, what do you want to achieve? Who are you speaking to, and what do they want? Once you know the answers to these questions, you can start to think of ways to add value to your emails. 

Here are some examples of how you could give value:

  • Offer industry-specific advice and tips.
  • Entertain with stories or humour. 
  • Educate with insightful articles.
  • Offer discounts to loyal or potential customers.

Deliver attention-grabbing content to engage your readers

Once you have a clearly defined purpose for your email campaign, and you know you’re offering something of value, it’s time to engage your readers. It’s no good creating a campaign with a purpose if no one is going to open or read the emails. 

Here are some quick tips for improving your open rates and engaging your email list:

  • Create irresistible headlines that spark curiosity or fear of missing out.
  • Use emojis and conversational language to make your writing easy to read.
  • Add video content to your emails; many people prefer to watch a quick video over reading long paragraphs of text. 
  • Make sure you add a call to action, you don’t want to lose your readers if you’ve got this far. 
  • Remember to add links to your social media and website.
  • Make sure the language you use is consistent between your email and any landing pages you direct your visitor to. 

Test and measure your email marketing campaign

Technical aspects of email marketing include split testing email headlines and measuring open rates and link clicks.

All of the top email marketing software provides tools to help you test and measure the success (or failure) of your email marketing campaign. Be sure to let the person in charge of your campaign know you want to see the backend analytics. 

Things to consider are: 

  • A/B testing email headings against open rates.
  • Using Goggle Analytics to track conversions.
  • Measuring link clicks within your email marketing software.

In conclusion, if done properly, with a clearly defined purpose and great content that adds value, email marketing is very much alive. It will continue to deliver an excellent return on investment well into 2020 and beyond. 

If you have any questions about email marketing or any other aspect of small business marketing, get in touch. You can email me at steve@stevemark.com anytime. 

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