How to fine-tune your email marketing campaigns as a SME


Don’t take our word for it; email marketing has, and probably always will be, one of the most effective methods for businesses to positively impact their bottom line.

It stands head and shoulders above other forms of marketing, yet perhaps doesn’t always receive the acclaim it deserves.

Of course, this is anything but a “set and forget” channel; it’s something that needs significant effort if it is going to work effectively.

Through today’s article we will now take a look at some of the best ways you can tweak your strategy to ensure that each and every email marketing campaign has the best possible chance of succeeding.

Embrace segmentation

The first, and arguably most important, step that you can take is to embrace segmentation.

In its most basic form, this means understanding your audience and then breaking them down into more manageable groups.

This could be something as simple as separating your list into those who have purchased from you before and those who haven’t.

Once you have done this, you can then start to tailor your content and offers to each group in a way that is much more likely to resonate.

Of course, as time goes on your segmentation can become more advanced, but starting with basic groups can put you on your way to initial success.

Make A/B testing a core element of your strategy

A/B testing, or split testing, is the process of showing two (or more) different versions of an email to different groups of people and then measuring the results to see which performs better. Most email marketing platforms now include this functionality as standard.

This could be something as simple as testing a different subject line or call to action, or it could be something more complex like testing a completely different email template.

The important thing is that you are constantly testing different elements of your strategy to see what works best.

Over time, this process will help you to fine-tune your approach and ensure that your campaigns are as effective as possible.

Don’t overdo it with promotions

While it can be tempting to pack your emails full of promotional offers, it is important to remember that this is not always the best approach.

In fact, bombarding your subscribers with too many promotions can actually have a negative effect, turning them off from your brand altogether.

Instead, focus on delivering quality content that provides value and only include promotional offers when they are truly relevant.

The importance of punchy subject lines

With the average person receiving around 121 emails per day, it is more important than ever to make sure that your subject lines are punchy and to the point.

Think about what would make you want to open an email and use that as inspiration for your own subject lines.

Including numbers, emojis, and even questions can be a great way to grab attention, but make sure that the rest of your email can deliver on the promise of the subject line.

And, echoing point two, make sure you incorporate your subject lines into as many A/B tests as possible.