Never Sleep on These 5 Email Marketing Tactics

While typically considered an older channel, email marketing is very much alive and kicking. Despite often being overlooked by small businesses, having a comprehensive email marketing strategy has proven to be a powerful, scalable and cost-effective way to reach new customers. It boosts brand awareness, maintains strong connections with engaged customers, and consistently delivers strong ROI compared to other channels.

1. A welcome series creates the perfect introduction

First impressions matter, and this is no different for email marketing. Introduce yourself, share what makes your brand special and showcase your products. The welcome series forecasts the direction of future emails and primes the customer to expect more. Statistics show a welcome series achieves an average open rate of 68.59% and a click-through rate of 16.05% — paying dividends to those who invest in getting it right.

2. Develop a compelling call to action

Every email needs a clear goal. What do you want your subscribers to do? A strong call to action will encourage them to perform in a way that aligns with your campaign goals — whether that is purchasing a product, reading a blog post, or watching a video.

Less is more when it comes to a good CTA. Be concise and clear to avoid confusion. Words used should mimic the action you want to encourage, delivered in short, sharp messaging in first person. Strengthen your CTA further by running routine A/B tests to understand how your audience responds best.

3. Personalise your email marketing

We live in a world where personalisation is everything. The emails you remember are the ones that feel personally addressed to something you value. Data shows personalised emails generate six times higher revenue results than non-personalised ones. Personalisation does not even have to mean using first and last names — it can be as simple as filtering relevant content to specific audience segments.

4. Automation is essential

Automated emails have the capacity to address cart abandonment, facilitate re-engagement and encourage repeat purchasing. Automation tools like Klaviyo do most of the heavy lifting for you, making this an unmissable component of any email strategy.

5. Cart abandonment strategies are crucial

With strong conversion opportunities, abandoned carts have the potential to become one of your most profitable channels. As a rule of thumb, send the initial recovery email one hour after abandonment, follow up the next day, and send a final email three days later. Including a discount code can further encourage purchasing decisions. Always pair this with a compelling subject line to maximise open rates.