Email marketing has been proven to be one of the most effective online advertising methods. Email click-through rate is between 5 and 20 times higher than any other form of advertisement.
A lot of marketers consider email marketing their #1 lead generation strategy.
That’s why we’ve put together this article with some of the best email marketing tips you can use for your own eCommerce business in the UK, which will help you generate more leads and increase sales. Let’s dive right in!
What is Email Marketing?
Email marketing is an inexpensive form of communication and an effective one.
If done, email marketing can help grow your business.
But before you get started, it’s important to note that there are two main types of email marketing: one-to-one and one-to-many (or broadcast).
One-to-one (also known as personalized) email marketing involves sending customized emails based on an individual customer’s past behaviour or current events.
On a more generalized level, many will argue that all email campaigns fall into one category.
Any email marketing campaign is only as good as its subject line, so start planning your strategy before sending your first message.
If unsure what to include, you can use a service like MailChimp’s Subject Line Analyzer or Unbounce’s Subject Line Test Tool.
These free tools will help you track which subject lines convert best—allowing you to tweak and adjust until you land on something that delivers an optimal open rate.
Segment your subscribers
In some cases, you may have an existing subscriber list you can use to grow your business.
In other cases, you may need to create a new list of subscribers from scratch.
Send an email campaign with a call-to-action
While validating your idea, don’t spend money on marketing.
But when you do start spending, it’s best to avoid generic emails that don’t align with your message and calls-to-action (CTAs).
For example, a CTA might be to check out our latest running shoes or save 15% off running shoes if you sell running shoes online.
A generic email that doesn’t include a CTA isn’t worth your time.
Instead, use tools like MailChimp or Campaign Check to design specific emails for different campaigns and segments of customers.
Use data to optimize future campaigns.
Most email marketing software like MailChimp provides tools that help you track and analyze your marketing campaigns.
What specific information should you be tracking? You’ll want to know: The number of clicks on each email sent.
How many people opened your emails, and which links did they click. The time of day your emails are most successful (this will allow you to time future campaigns ).
Which devices people are using to view or click on links in your emails.
Which recipients interact with each campaign and why they do it (and then how to personalize future campaigns for those who took action).
Tracking these metrics will help you understand what makes each recipient tick, allowing you to fine-tune future campaigns more precisely.
Build relationships with influencers and customers
Getting influencers and customers on your side doesn’t result in more sales. It also boosts your reputation.
When your audience is happy, they’ll be more likely to recommend you to their peers and give good reviews.
Also, whenever you launch a new product or offer, have a prominent call-to-action (CTA) for people who haven’t tried your brand before.
This will help you grow without having to pay for ad space!
Visual content drives engagement.
One of email marketing’s most critical elements is list segmentation, a fancy way of letting subscribers sign up for different email types.
For example, your business might have a newsletter informing customers about new product arrivals and an update option that alerts them when products have been added to a sale (i.e., flash sales).
You might also use a segmented approach for newsletter sign-ups by targeting past customers with products they purchased, new customers with popular products, or people who haven’t purchased from you in some time with discounts on recent purchases.
Keep improving your list segmentation.
When growing your business, nothing is more important than your email list.
You must grow and maintain an engaged audience through targeted list segmentation as you work toward a steady stream of repeat customers.
Otherwise, you’ll send a one-size-fits-all message that goes straight into trash cans everywhere.
What Email Marketing Service Is Best?
An easy answer to a difficult question. If you’re starting, it’s often wise to start small.
But as your business grows, you should look for opportunities to give you better results and help reach more customers.
So what email marketing service is best? It depends on your needs and priorities.
If reaching millions of people is a top priority, MailChimp will likely be the best option for you—but it’s not going to be better than tools like ConvertKit or Aweber that focus more on automation and personalization.
In other words, each tool has its strengths and weaknesses depending on your priorities—and trying one first does not mean it will work for you forever.
The last word
Since email marketing is becoming so popular, we want to give you some idea of what it’s capable of and why businesses love it.
While there are many perks, there are also some negatives that come with any form of marketing.
Before jumping into anything, you’ll want to ensure you know how your audience will receive your emails.
For example, if you’re planning on targeting a group of people over 65, having many pop-ups might not be best for them.
Consider who you’re sending emails to and ensure they’re receptive to receiving them!
Here are some pros and cons that best show email marketing’s potential