While there may be various ways to ensure that you effectively market your business, one that is often overlooked is email marketing. I believe this is a real shame, as email marketing can actually prove to be a fantastic way to market your business. And get your message out to your audience in the best way possible. 

One thing that you need to keep in mind when it comes to email marketing is that there are plenty of things that you can do to get the most out of it as possible. After all, if you are making an effort, you will want to have the maximum output. Want to know more? Here are the best ways that you can make sure that your email marketing erupts!  

Re-engage those who have gone cold 

Found that some of your older clients or leads have gone somewhat cold over time? If this is the case, you can use your email marketing efforts to get back in touch with them. You will need to tread carefully to ensure that they don’t feel pressured. But a simple email to see how things are and to remind them that you are there is always worth doing. 

You might not see a lot of interest and uptake, but even if one or two old leads take up the offer, it is worth trying.  

Carefully consider the images you use 

It can be tricky to get images right in your emails. You want to make sure that they add to whatever content you are sending out, making the entire email visually pleasing. But, they should never result in the email you send being blocked from even reaching their destination.  

Not only this, but another essential balance to achieve is between an image that looks good with one that is going to take forever to download at the other end.  

Make sure that they can opt-in easily

How can you ever expect your audience to sign up to receive your marketing emails if they don’t know how to do it? Similarly, if the process of being added to your marketing list is too tricky or lengthy, then this is going to put people off. 

Now that the law stipulates that you must ensure that your contacts opt in to receive marketing emails. It is vitally important to find a way to make the opt-in process as easy as possible.  

Decide on frequency 

The bad news is that there is no magic schedule that will lead to you having the most interest and leads in your emails. However, frequency is something that you need to get right. If you send emails too frequently, your contact list will ignore you because your audience is likely to feel overwhelmed by what you have sent.  

Too few emails, and you will be forgettable. So, take the time to balance how often you send emails and see how well that particular frequency works for you.   

Test, test and test again 

The only way to be sure that your efforts are worth it is to test them. When it comes to email marketing, the motto should always be, test, test and test again. Sometimes you are going to find that everything is working just as it should. However, there will also be times when you find that things are not working as they should. And some tweaks, albeit minor ones, are needed.  

Think about the preview text 

When it comes to sending out a marketing email, those who receive it will only see a snippet of what you have put together. You must think carefully about this text along with the subject; both of these things will be what your audience sees. And could be the difference between them reading on or perhaps giving up or, even worse, deleting your email altogether. 

This text isn’t very long; you may only have 90 characters, so ensure that it summarises what is contained in the email.  

Ensure that it is mobile optimised  

We live in a mobile world, which means that you need to ensure that any emails you send are optimised for mobile users. I have already covered the primary consideration that you should make for this. By providing that you don’t include any large images as this will take longer to load.  

A good idea is to preview any emails that you are going to send out, just to make sure that they will work on mobile and look as good as possible.  

Break down your campaigns into manageable chunks

An email marketing campaign can feel overwhelming at times. Particularly when you have a large number of contacts that you want to target or you have a variety of different clients to try and appeal to.  

The last thing you will want to do is send out a massive volume of emails. Only to find that it doesn’t appeal to most potential clients or that it then means that they remove you from their contact list. Instead, it is a much better idea to segment down your campaign into manageable chunks. 

Group those contacts who are likely to find similar content interesting and then ensure that a targeted email reaches them. This will make it easier for you to manage and ensure that you have maximum output for your efforts.  

You should never overlook email marketing as an effective way to ensure that your brand is noticed. Not only is it cost-effective, but it is easy to master, and it can yield incredibly positive results for your business.  

Take a look at some of my other blogs you may be interested in:

Practically perfect content marketing tips

2021 ultimate guide to law firm marketing

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe. Please get in touch or book a free 30-minute consultation.