10 Email Marketing Tips You Need to Know in 2024

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This article is sponsored by Cyberimpact: https://www.cyberimpact.com/en/.

Everyone is over and done with unwanted emails. After all, it’s 2024. New laws and changes from email providers arrived at the beginning of the year. Because of that, it is paramount to have a compelling newsletter that engages your audience and converts leads.

The use of email marketing has increased in the past few years. In fact, 41% of businesses today say that it has become vital for their business’ marketing strategy. Also, with the constant algorithm changes on social media, a newsletter that runs smoothly can increase engagement and convert leads into loyal clients.

By following these email marketing tips you can make a great newsletter that makes people excited to open:

Create groups and tailor your message.
Make sure your newsletter works on mobile.
Test, test and test again.
Automation will save you time and money.
Find the best time to send your emails.
Have a clear call to action.
Always offer value.
Customize your message and visuals.
Measure your results and adapt.
Find the right platform for you.

1) Create groups and tailor your message

Segmented emails drive 30% more opens and 50% more clicks than unsegmented ones. By following this, you can ensure your audience will only receive what they signed up for. Thus, having the best experience with your newsletter and content.

You can segment your audience under several different criteria:

Behaviour: open rate, clicks, device (mobile, tablet or desktop), sign up source (subscription form, pop-up etc.), subscription date.
Demographics: region, city, country, age group, occupation, level of income, if they have kids or not, preferred language, gender.
Interests and other personal preferences: favourite sports team, coffee or tea, Mac or Windows, and other relevant information for your business.

With audience groups, you can provide a more personalized experience, and increase your engagement and conversion rate.

2) Automation will save you time and money

Along with segmentation, newsletter automation is one of the top 3 email marketing features everyone should use. You can create scenarios based on your subscribers’ behaviour, and create custom customer journeys for different groups. You can use automation for welcome emails, launch campaigns, and even for re-engagement strategies.

This means that you can set up your email strategy to work for you around the clock while you deal with other things. A good email marketing strategy runs smoothly behind the scenes to help your business grow.

Image source : https://www.cyberimpact.com/en/the-power-of-automation-9-automated-emails/

A good automation is not one-size-fits-all. In fact, you can create campaign flows with different sizes and durations. Have a specific goal in mind before creating it and always have the customer journey in mind.

3) Make sure your newsletter works on mobile

Nobody likes to open an email on their phone and see it doesn’t quite fit. That is a sure way to increase your unsubscribe rate. A newsletter with a responsive design ensures your content works flawlessly on smartphones and tablets.

Before hitting send, check the mobile view of your email marketing software. Make sure your template and images fit nicely. This creates a seamless experience for your audience, regardless of the devices they are using.

4) Test, test and test again

You will never know if something truly works or not unless you try. The same goes for email marketing. You might think you have written the perfect subject line only to find your open rate is low.

With A/B testing, you can try out different subject lines, visuals, and calls-to-action to learn what works best with your audience. Try out different elements in your newsletter. The more you learn about what works for your audience, the higher your open rate and click-through rate can go.

5) Always offer value

People are becoming more selective about the content they view online. This is particularly true when it comes to their email inboxes. The reason for this is the sheer volume of information available. So, you need to always offer value to your audience with relevant content.

Also, it is the best way to keep your audience interested in your newsletter and your business. Your newsletter should always educate, entertain or inform your subscribers. Here are some examples:

Educate: tips and tricks, case studies, exclusive webinars, industry statistics.
Entertain: behind-the-scenes content, exclusive offers, opinion pieces.
Inform: industry news, infographics, service or software comparisons.

Try sharing different formats and remember this: tracking the responses and your KPIs is the best way to learn what your audience wants.

6) Find the best time to send your emails

You can determine the optimal time to send your emails by examining industry trends. Generally, it is acknowledged that Tuesdays, Wednesdays, and Thursdays are the most favorable days for email marketing. However, we advise you to conduct tests to better understand your audience’s habits. You might find that sending emails on Saturday mornings yields the best open and click-through rates for your business.

7) Have a clear call to action

Have you ever watched a video where someone asks you to like, subscribe, leave a comment, and follow them on social media? You might have felt a bit paralysed with all that information and decided not to do any of those things. That is a situation where there is not a clear call to action (CTA).

Having “only one” call to action does not limit your chances of someone going to your website or buying your product. The most effective CTAs out there are short, simple and actionable: ”click here”, ”learn more”, ”shop now”, ”start today”.

Next time you are about to hit send on your next campaign, make sure you have one clear CTA that will take them to the next steps of your email marketing plan.

8) Customize your message and visuals

There are a few key elements to a successful newsletter:

A header with your company logo.
Some visual element that compliments the written content.
A compelling title.
A great copy written with your brand’s personality and tone of voice.
A call-to-action button (you already learned all about that).
A footer containing all the necessary information, such as your privacy policy, unsubscribe link, company address, etc.

You can customize that basic structure using design features of your email marketing software. The email design should be consistent with your brand’s colours and font styles.

You can also bring the customization to the next level by setting up email templates and using placeholder tags that allow you to add the subscriber’s first name, company name (if you are working with B2B strategy) — or other custom fields that fit your strategy — to the email copy or subject line, making personalized emails to each subscriber.

9) Measure your results and adapt

Keeping track of your KPIs (key performance indicators) are the best way to ensure your marketing strategy is working. The same applies to email marketing.

You can have different goals for each campaign or automation flow, but keep an eye out for the most important email marketing KPIs: delivery rate, open rate, click through rate, bounce rate, among others.

Those metrics will answer simple yet important questions about your audience behaviour:

Are they receiving your email campaigns?
Is the subject line making them open your email campaigns?
Is the copy interesting and the CTA clear, making them click on the button?
Are people unsubscribing from your list, and why?

Use those great insights about your audience and your campaign results to keep your strategy up to date and focused on your marketing goals.

10) Find the right platform for you

Knowing all these email marketing tips is not enough on its own. Now, you need the right platform for you. This means you need to understand your current needs and goals to make an informed decision.

When choosing, consider the basics such as platform’s features, pricing, scalability of your mailing list. Also, consider your business’ needs: customer service availability, compliance of your region’s email regulation, and overall satisfaction from current customers.

Mastering email marketing requires strategic and continuous optimization. Follow these email marketing tips to elevate your newsletter strategy, drive more engagement, and reach your business’ goals in 2024.

About Cyberimpact

Cyberimpact is proud to provide bilingual customer support (English and French), automation and customization features. Our email marketing platform has a complete analytics page to help you better understand the performance of your email marketing campaigns in reel time. Create a free account, with no commitment, to send your first newsletter!