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Despite the rise of social media and other digital marketing channels, email marketing remains a stalwart, delivering measurable results and high ROI. But how do you ensure you're adhering to email marketing best practices.
It's no secret that this powerful marketing strategy enables small businesses and entrepreneurs to reach their audience personally, nurturing strong customer relationships while driving sales.
In the era of smartphones and tablets, email marketing provides an avenue to connect with consumers directly and instantly. If used thoughtfully, it can become an essential tool in how you engage with your clients and customers on a deeper level while positively impacting their lives.
In this blog, we will delve into the significance of email personalization and its value as an integral component of email marketing best practices.
- A Brief History of Email Marketing and its Evolution
- Why Personalised Email Marketing Matters
- Strategies for Creating Personalised Email Campaigns
- Why is it important to share the benefits of being on your email list?
- Sustainable Email Marketing Platforms
- How to Measure the Success of Your Campaigns
A Brief History of Email Marketing and its Evolution
Email marketing has undergone substantial changes since its inception, with the first email marketing message sent in 1978 by Gary Thuerk of Digital Equipment Corp marking the beginning of this digital marketing channel.
I remember back in 2008, writing and designing an email newsletter for the Australian Services Union (South East Queensland Branch) using Dreamweaver, Front Page and Microsoft Outlook 😅.
I have one clear memory of this arduous process.
It was a Friday afternoon towards the end of the year. Everyone else was celebrating the end of a busy work week with a couple of drinks in the kitchen and adjoining meeting room. I was stuck at my desk. Batch-sending our regular newsletter out to about 2,000-odd members in lots of 100 via Microsoft Outlook 😩.
Initially, email marketing was leveraged as a mass advertising tool, with businesses sending generic messages to large audiences. This strategy, known as 'batch and blast', often resulted in low engagement rates as recipients felt overwhelmed by irrelevant content.
As email marketing tools developed, so did their ability to gather informative data, segment audiences, and automation, and this is when marketers began to understand the importance of delivering tailored content to individuals.
When I worked as a CRM Manager for Transport for London in 2013, I genuinely believed email was on its way out as a marketing tool.
How wrong I was!
Today, loads of email marketing platforms make sending emails a whole lot easier (and data kept a whole lot safer). And instead of blasting out direct advertising, personalisation and the value you add are at the heart of good email marketing.
These days, customers can receive emails based on their unique preferences and behaviours, enhancing engagement and fostering stronger relationships.
The shift towards personalisation in email marketing and including content that benefits your reader improves customer experiences and significantly boosts ROI, reinforcing its position as crucial tool in the digital marketing realm.
Why Personalised Email Marketing Matters
Personalising your email marketing is more than just a strategy to boost results. It's a step towards a more meaningful, thoughtful, and compassionate approach to connecting with your customers.
Research shows that personalisation drives exceptional outcomes. "Emails with personalised subject lines are 26% more likely to be opened", fostering a sense of connection between your brand and the customer. This not only enhances engagement but also boosts open rates.
But it doesn't stop there.
Sure, we can talk about the benefits of personalising your email marketing from a conversion level and how they increase transaction rates, which leads to revenue generation, but more importantly, email marketing is a way to truly connect with your audience on your terms.
Your email list is held in a secure database within your email marketing platform. When people opt-in, under the laws of data protection (depending on which part of the world you are in), you 'own' the email list.
Even though this data is held on an email marketing platform, these platforms are robust and secure, unlike your social media accounts, which can be hacked. You can lose all your followers, and you have to start again – a story all too familiar!
And let's not forget about customer retention.
Personalised emails play an instrumental role in nurturing customer relationships.
In this article, I spoke briefly about Lockjaw Records implementing a personalisation strategy for their 2023 membership renewal campaign. Rather than employing a mass email approach, the Owner took a more personal route, sending individual emails and posting membership offers in a private community group.
Strategies for Creating Personalised Email Campaigns
Crafting personalised email campaigns that add value to your clients' or customers' end goal involves three key strategies:
01 Segmenting Your Audience
There was a time, not that long ago, when marketers would advise just asking for an email address only when someone signs up for your newsletter or wants to access a free or monetised opt-in. This was to increase the likelihood of someone joining your list because you were making it really easy for them to sign up.
As time has moved on, however, people are used to having to provide a little bit more information than that. This extra information, or preferences, also means you can learn more about who is on your list. (I also think it ensures you get better quality leads because they're willing to take the time to complete the details.)
When you get more information, you can segment your audience and update a subscriber record. By dividing your audience into different segments, you can understand their unique characteristics and needs. This allows you to tailor your content to resonate with each segment, offering a personalised experience that shows you truly care (which, of course, you do).
02 Using Dynamic Content
If you've incorporated segmentation, you can look at dynamic content that adapts based on the recipient data to add a personal touch. For example, personalised product recommendations, location-based information, or tailoring the content based on interests.
When I worked at Transport for London, the weekly Travel Update email ordered information about the Tube, Buses, DLR, and Barclays Cycle Hire (which are now called Santander Cycles) based on the information we had about our customers' travel habits. If they were a DLR customer, the travel information about the DLR would appear at the top of the email. So essentially ensuring they were seeing the most important and relevant messages about travelling in London at the weekend.
To effectively implement dynamic content, gather the necessary data about your audience and use an email marketing platform that supports this feature. Connecting with your audience on a personal level fosters a sense of care and consideration.
03 Personalizing Subject Lines
The subject line is the gateway to capturing your recipients' attention. By personalising subject lines with the recipient's name or referencing their past purchases, you create a genuine connection and increase open rates.
It's essential to strike a balance between personalisation and creativity, ensuring that your subject lines not only stand out but also convey the value of your email's content. This thoughtful approach to subject lines demonstrates that you value your recipients as individuals and are committed to delivering meaningful messages.
When it comes to a regular newsletter, however, there is no definitive best practice on subject lines. It really depends on your goals, audience, and content.
Remember to continuously test and analyse the results to refine your approach and ensure the best outcomes for your audience.
Why is it important to share the benefits of being on your email list?
Fostering a meaningful connection with your email list and establishing trust among potential or existing clients often hinges on delivering a regular newsletter. However, the question remains: how can you attract subscribers in the first place?
You know what they say: trust is the secret ingredient to any great relationship!
By clearly sharing the perks of subscribing to your email list, you build trust with your audience. It's like showing them you have nothing to hide and genuinely care about their time and attention.
Many marketers and business coaches suggest utilising an opt-in strategy, typically by offering a freebie. Yet, I believe the landscape is changing.
Often, individuals download freebies without any intention of making a purchase; they simply desire knowledge on the subject matter. To address this, consider incorporating additional questions before providing the freebie, going beyond just their email address. Subsequently, guide them through a tailored welcome sequence before adding them to your newsletter list.
Another approach to tackle this issue is reframing the freebie concept and positioning your newsletter as a free offering. Any other opt-in opportunities can be monetised at a nominal fee, clearly highlighting their value. Similarly, with your newsletter, emphasise the benefits of subscribing and the value it brings to their lives.
Here are 4 types of benefits you could consider:
Sustainable Email Marketing Platforms
Kwah! It was hard work trying to find any email marketing platforms with a sustainability policy or reduced carbon footprint. So I've listed the two (yep, just two) that might be of interest, plus some of the more popular ones.
Dotdigital
Dotdigital describes itself as the "first carbon-neutral cross-channel marketing automation platform". It goes beyond being just an email marketing platform, providing a comprehensive customer experience and data solution. However, it's important to note that their pricing may be steep for entrepreneurs with small lists. On the other hand, small business enterprises that have the means to invest in the platform will discover an ideal solution that suits their needs. Its design is specifically focused on delivering data-triggered campaigns across multiple channels.
Moosend
Moosend is an email marketing and automation software that helps businesses grow and scale their email campaigns. It offers a drag-and-drop email editor, customisable templates, and AI-powered subject line optimisation for engaging emails that drive revenue growth. Although I couldn't find any information on their sustainability principles or plans, Small99 report that it is powered by renewable energy for at least some business activities.
Hubspot CRM
While HubSpot CRM is a customer relationship management software, it also offers free email marketing software with a drag-and-drop editor or pre-designed layouts. Hubspot is one of the few big companies with the aim to reach net-zero carbon by 2040. Pricing is based on the number of contacts, with plans to suit different business needs. I actually use Hubspot to run this website and blog; I'm on the free plan and find it easy to navigate.
The not-so-good but are worth looking into
Mailchimp
Mailchimp is a well-established, all-in-one marketing platform that has gained recognition within the online business realm and beyond. It offers a free plan, ideal for beginners, while its other pricing plans, like many email marketing platforms, are based on the number of contacts. Although I couldn't find a specific sustainability report, they do provide a transparency report that you may find an interesting read if you're considering Mailchimp as your email marketing platform.
What I use and why
Flodesk
I've been using Flodesk since 2020, and while it doesn't currently have a sustainability policy or impact report, it is worth noting that they are a female-founded platform. I have recently reached out to Flodesk to inquire about their efforts towards sustainability and reducing their carbon footprint, but I have yet to receive a response.
The primary reason for not switching to one of the platforms mentioned above is related to financial considerations. At the time of publishing this blog, I still have eight months remaining on my contract with Flodesk. I will continue to monitor their progress in becoming a more sustainable and socially responsible business.
Flodesk is an excellent platform, offering reasonable pricing at $38 per month with no limitations on list size. But if you join via my affiliate link, you get 50% off your first year of Flodesk, and I get $19 when you join! Additionally, their design options enable me to create visually appealing magazine-style newsletters, such as Maven of Momentum Monthly.
How to Measure the Success of Your Email Campaigns
To build a sustainable marketing practice and foster a meaningful relationship with your audience, it is crucial to accurately evaluate the success of your email campaigns.
This involves tracking and analysing key metrics like open rate, click-through rate (CTR), conversion rate, bounce rate, unsubscribe rate, and A/B test results. (For more insights on these metrics, I invite you to dive into my article "Unleash the Power of Email Marketing." It delves into the subject, providing a wealth of information to enhance your understanding.).
To Sum Up...
Every email sent is an opportunity to foster a meaningful relationship with your customers. Don't just focus on selling—focus on serving.
With the right strategy, focusing on personalisation and value, and by paying attention to essential metrics, you can turn your email marketing campaigns into a powerhouse of customer engagement.
So, the question is, is your current email marketing strategy working for you? If not, it's time for a change.
Disclaimer: Some links included in this article are affiliate links. This means I will get a reward if you use this link and make a purchase. Just know that I only ever share links to products and services I believe in.
