Email marketing is still one of the most powerful ways to reach your audience, build relationships, and boost your business’s growth. But the key is knowing how to use it effectively. Here’s how you can leverage email marketing to its full potential:
1. Set clear goals
Firstly, when learning how to leverage email marketing you need to consider what you want to get out of your emails. Whether it’s bringing more people to your website, increasing sales, or just staying at the forefront of your customers’ mind, knowing your goal will make it easier to plan out your emails and measure your success.
2. Know your audience
When you leverage email marketing, understanding your audience is key to improving your results. Think about what topics your customers care about, when they’re most likely to read your emails, and how often they want to hear from you. This way, you can keep your content relevant and interesting.
3. Build a quality subscriber list
When you leverage email marketing, don’t worry about having thousands of email subscribers if they’re not interested in what you have to say. Start with a smaller, engaged list by offering something valuable in return for their email (like a discount, free guide, or helpful tips). It is also good to practice to remove inactive subscribers regularly to keep your open rates healthy.
4. Offer content they actually want
The best emails feel like they’re speaking directly to the reader, which is a key element when you leverage email marketing. Think about sending content that’s genuinely useful or exciting, like tips and tricks, early access to new products or sales and behind-the-scenes updates. Make sure to also not forget about your subject line, it’s the first thing your customers will see so keep it short and interesting to grab their attention.
5. Let automation do the work for you
Automated emails are like little helpers that work in the background while you focus on other things, making them a key part when you leverage email marketing. Some must-haves for your business include welcome emails to greet new subscribers and introduce your brand, abandoned cart reminders for those who almost made a purchase and post-purchase follow-ups to say thank you and encourage feedback. Automation saves you time and keeps your audience engaged without you lifting a finger.
At Delve, we use Klaviyo to help power email marketing campaigns for our clients, leveraging its robust automation features to optimise engagement and drive conversions. By utilising Klaviyo’s advanced segmentation and personalised email capabilities, we create tailored campaigns that resonate with target audiences. This ensures that our clients’ messages reach the right people at the right time, enhancing customer relationships and maximising marketing ROI.
6. Experiment with A/B testing
Testing different versions of your emails is a great way to improve your approach and leverage email marketing effectively. You can test many different elements of your email like, subject lines, button colours and the time of day you send your emails. Over time, you’ll get a feel for what drives more opens, clicks, and conversions.
7. Go mobile-friendly
When you leverage email marketing, it’s essential to remember that most people read emails on their phones. To ensure your emails look great and are easy to navigate, you need to optimise them for small screens.
Best practice is to keep things clean and easy to read, and use big, tappable buttons. If it’s hard to navigate on a phone, people will quickly lose interest and click away.
8. Track your results
Metrics help you understand how your emails are performing and are crucial for improving your approach when you leverage email marketing. Key ones include open rate (how many people opened your email), click-through rate (how many clicked on a link in the email), conversion rate (how many took the action you wanted like calling or buying a product) and unsubscribe rate (how many people opted out). Tracking these helps you see what’s working and what needs a little more tweaking.
9. Make your call-to-actions count
Your call-to-action (CTA) is the “do this” part of your email and is essential when you leverage email marketing. Keep it simple and clear so people know exactly what they’ll get when they click. Instead of “Submit,” try something like “Get Your Free Guide” or “Shop Now”—it’s a small tweak that can make a big difference.
Wrapping Up
Email marketing doesn’t have to be complicated to work well. By leveraging your email marketing strategy with a little planning, engaging content, and some fine-tuning, you can build lasting connections with your customers and drive real results for your business! If you need support with your email marketing strategy, we work with brands at every stage—from those just starting to large nationwide enterprises with thousands to millions of subscribers.
Contact us today to find out how we can help you.