Email marketing provides an immediate channel for communicating with potential and existing customers. But you need the right tactics; otherwise, email marketing doesn’t work. Whether you already have a massive email list or are just starting, this article will help you make the most out of marketing efforts. Email can help you generate sales, leads, and establish long-term business relationships with potential customers.

1. Personalize Your Emails

Email personalization can make your messages sound more intimate. However, personalization goes beyond using the recipient’s name in the greeting (e.g., ‘hello [name]’), but that’s not to say it isn’t effective. With the right platform, you can also identify a person’s interests by analyzing historical interactions.

For instance, you can use ‘if…’ conditions with SendinBlue (a cloud-based email marketing software) to personalize messages. That means you can remove, add, or change the text within content blocks based on a contact’s attributes.

Here are some more examples to further illustrate what’s possible with personalization.

Use the recipient’s name in the subject line (e.g., ‘You won’t believe what happened, john!’). One study by Retention Science found that email open rates increase when you add the recipient’s first name.

Send a message after the contact views a particular product.
Trigger an email series if the user hasn’t logged into the account for a specified timeframe.
Distribute a welcome message and free offer relating to the last thing the person viewed on your website.

Send a message to prospects that abandoned items in the shopping cart.
Show different content to a subscriber based on historical or engagement data (aka dynamic content).

Personalization increases engagement because it makes your messages about the consumer.

2. Segment Your Email List

List segmentation allows you to target your messages to specific people within an audience. It’s one of the first things to do if you want to run a successful email marketing campaign.

For instance, you might want to mail different nurturing content to people that subscribe through the company’s blog. Similarly, you may want to focus your messaging on businesses with 20+ employees. In these scenarios, list segmentation is critical to ensuring the right messages reach the appropriate recipients.

A study by DMA found that segmented and targeted messages drive 58 percent of revenue in organizations. That illustrates the importance of segmenting your contact list. It helps your business use email more effectively to grow.

3. Offer an Incentive to Generate Leads

Offering something for free, such as an educational video, coupon, or digital download as an incentive can increase subscribers. The key is making sure your free offer is terrific – it should be better than many paid offers. That’s how you build a list of contacts fast. The offer should be so irresistible that most people will want it.

With that noted, you’ll need well-designed squeeze pages or landing pages with an embedded opt-in form – where people can download the offer in exchange for an email address. With these pages, you can more easily market your offer to the target audience on various platforms (e.g., Facebook, Quora, YouTube, etc.).

When someone can derive value from your free content, it’s more likely the person will buy from you.

4. Use Effective Subject Lines

For your subject line to be effective, it should be brief and precise. You don’t want to use something long since email clients typically cut off the subject line when that’s the case. Plus, you might turn some recipients off if your subject line is too much. It should be clear and straightforward.

Ideally, your subject line’s length should be nine words or less; choose words that relate to the value being offered. For instance, if you’re sending out an email about a new product, consider including words like ‘new,’ ‘newest,’ or ‘sale’ in the subject line.

Good subject lines can typically do any of the following.

Spark the prospect’s curiosity – For example, ‘Now why did she do that?’.
Offer a promise of value – ‘How to add 500 subscribers in one day.’
Insinuate urgency – ‘Half price is going away soon.’
Imply instant gratification – ‘This little shift can increase conversions in no time.’
Makes the recipient laugh – ‘Keep your collection hidden like Batman’
Elicit the feeling of importance – ‘James, we missed you last week.’

The subject line alone won’t persuade your audience to buy from you, but a compelling one gets people to open your message.

5. Split Test Everything You Can

Certain factors should be considered when preparing to run a campaign, especially if you have a vast contact list. How will the audience respond to the subject line? Is the topic right for your audience? Will the email offend some people? These are some examples of things to consider.

One way to try out your ideas and assumptions before a full-scale launch is to run an A/B split test. It refers to sending different variations of your message to some subscribers and then assessing the performance results to pick a winner. The chosen email is then distributed to the entire contact list.

You’ll need an email marketing software that features split testing, such as HubSpot. The platform tracks click and open rates, so you can use those metrics to measure success. Additionally, each variation of your message can be sent at different times.

6. Set the Right Tone with Excellent Copy

Most people dislike poorly written content. It’s a turn-off and deters the audience from engaging with the message further. In the digital age, people have been practically conditioned to ignore things that aren’t interesting.

Excellent copy sets the right tone, which keeps people engaged long enough to digest and respond to your emails. If you find content creation daunting, then consider hiring someone to produce your copy.

7. Give Recipients Clear Directions

What to do next? That question typically pops to mind whenever most people finish reading fascinating content. Answer it by letting the reader know which action to take.

Every email should have a single goal or purpose. Having several objectives can hinder the experience and cause recipients to ignore all of your CTAs (call-to-action). Consider the one action you want recipients to take and make that your CTA.

8. Re-engage Inactive Subscribers

Inactive subscribers haven’t necessarily moved on from your company. These people probably aren’t interested in the emails you’ve been sending for some reason. That’s why you should re-engage these contacts. To do so, plan out a specific email campaign for inactive subscribers with the goal of getting each person to re-subscribe.

For example, a pizza restaurant can mail out a discount offer to subscribers that haven’t been active for more than three months. Then ask each recipient to re-subscribe so the coupon code will be emailed. Now those contacts are no longer inactive.

Ideally, it would be best if you placed once inactive recipients in a different segment or group. That way, it’s easier to send messages that’ll resonate with the audience.

Keep Growing That Email List

People come and go. In other words, you’ll gain and lose subscribers frequently, which is ok – it’s part of the process. That’s why you should keep growing your contact list no matter how big it gets. And don’t limit yourself to the tactics laid out here. Get creative, and you may be amazed. Good luck.