What is email optimisation?
Optimising email marketing content is essential to allowing businesses to grow and develop their tactics and strategies. Applying optimisations throughout your email marketing content can lead to increasing open, click and conversion rates.
Why should you optimise your email marketing campaigns?
The key objective of email marketing optimisation is to improve metrics and increase sales while developing the customer experience.
Including email optimisation within your strategy can ensure your content is going to the right customers with tailored content that can encourage them to engage with the content.
Our top four email marketing optimisation best practices
Design mobile optimised content
It is estimated that 41% of all emails are accessed through a mobile device, it is key to have a mobile-responsive email to ensure all subscribers are reached and are engaged with the content. Many email marketing platforms allow the option to check what the content would look like on mobile, it is important to ensure emails are mobile optimised and respond well across different screen sizes, apps and devices.
Choose a recognisable sender name
Would you open an email from an address you don’t know? Probably not because you can’t trust the contents. That is why it is crucial to send emails from an easily recognisable sender name. Using a recognisable sender name is a step towards building a trustworthy relationship with subscribers. Leading to improving customer retention and there for creating a loyal subscriber base. It is crucial to keep the sender name consistent throughout campaigns and flows because if a subscriber doesn’t recognise it, they might not open it.
Create actionable call-to-action (CTA)
Establishing the goal of your email campaign or flow is essential to constructing an effective CTA. Depending on the type of business a CTA can vary, for example, an eCommerce business will likely use “Shop Now” or “Buy Now” as this is the action they want their subscribers to take. Once an actionable CTA has been added to the email content, it is important to think about the placement and look of the button. The button needs to grab the attention of your subscribers and compel them to follow through with the intended action.
Continuous testing
Constantly running tests and analysing results is the only way to successfully optimise your email content. Email marketing A/B tests are vital to this testing process, choosing from testing email design styles, subject lines, CTAs and so much more. By testing you can discover what resonates best with your subscribers and therefore carry these results into your content to assist the optimisations.
In essence, optimising email marketing content is crucial to encouraging subscribers to improve open, click and conversion rates. Using best practices such as designing for mobile, using a recognisable sender name, creating compelling CTAs and continuously testing content can contribute to the development of email marketing strategies.
Is it time for you to optimise your email marketing content to increase open, click, conversion rates and therefore engagement? Get in touch today with mira marketing to book your no-obligation call.