Know that email marketing could help your business, but not sure where to start?

We’ve got you! 👍🏼

And before you say anything - yes, email marketing is still one of the most effective ways to nurture and convert your audience into paying customers.

Not the sexiest marketing channel, sure. But when you get it right, it works.

In this blog, we’ve pulled together some simple tips to make sure your emails are actually relevant (and not just adding to inbox clutter).

Let’s get into it.
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‍Key takeaways:

• Simple ways to keep your emails valuable, personal, and actually worth opening.
• How segmentation and A/B testing can improve your open and click-through rates.
• Tips to build a loyal email audience who genuinely wants to hear from you.

Always offer value

When somebody opens your email, they need to get something out of it.
That could be a glimpse into the behind-the-scenes of your business, insights into something happening in your industry, or something that makes them think, “oh, that’s useful.”

Here’s the thing - being welcomed into someone’s inbox is a privilege. They’ve trusted you with their email address. Don’t waste it by sending rubbish.

Share freebies. Be generous with your knowledge. Give them a reason to keep opening.
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Send emails from a real person, not a company name

This one’s worth trying if your open rate is looking a bit sad.

It’s tempting to leave your “sent from” field as your business name, but Hubspot put this to the test and found that emails sent from “Maggie Georgieva, HubSpot” performed better than emails sent from just “HubSpot.”

Makes sense, right? People buy from people.

It’s also a nice way to highlight your team and humanise your marketing. Win-win.
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Segment your audience

This is a tip from Mailchimp that we’re big fans of 👌🏼

Some businesses have multiple target audiences - different types of customers with different needs.

Say you’re an accounting firm. You’ve got a strong local client base, but you’ve also built a UK-wide audience through your paid webinars. Those two groups don’t need the same content.

Local clients might care about news and events in the area. Your UK-wide audience?
Probably not.

By segmenting, you can send relevant content to the right people - instead of blasting everyone with stuff that doesn’t apply to them.

How to do it:

Add a tickbox to your signup forms so subscribers can choose which segment they join. Then email your existing list asking them to update their preferences. Simple.
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A/B test your emails

This is something we’re looking forward to doing more of ourselves this year.

Most email platforms let you send alternate versions of the same email. Different subject lines. Different content. Different send times.

This is called A/B testing, and it’s brilliant for figuring out what your audience actually responds to.

Use what you learn to tweak future emails. More of what works, less of what doesn’t.
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Bring your personality to your emails

One of the best ways to stay relevant? Be unmistakably you.

When you’re writing emails, your brand voice and values should be front of mind.
Seriously. Print them out or stick them on your desktop if it helps.

Every email you send should sound like your business. So much so that if you removed your logo and all the visual branding, people would still know it was from you.

If your emails could’ve been written by literally anyone, that’s a problem.

Spend time nailing your tone of voice. Create some dos and don’ts. And stick to them.

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Looking for this kind of advice more regularly?
Email marketing is something we help a lot of our clients with.
You can email us at hello@thebradycreative.co.uk, or DM us on socials!

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