At the start of 2020, there were roughly 3.9 billion email users globally, close to half the world's population. If someone owns a smartphone or a computer, there is a very good chance they have at least one email address.
For businesses, that reach matters. Email lets you communicate directly with customers and gives you the data to measure and improve those communications over time. That combination is what makes email one of the better-performing channels for marketing ROI.
Here are eight ways to get more from your email marketing spend.
Keep customers informed about your business
Customers are more likely to trust and buy from a business they feel kept in the loop. This is especially true during uncertain periods, the COVID-19 pandemic showed just how much clear, timely communication matters. A straightforward update email that tells customers what you are doing and why goes a long way.
Offer pre-sale deals to your database
Subscribers want to feel like insiders. Giving your email list early or exclusive access to sales and offers rewards their loyalty and gives them a reason to keep opening your emails. It also creates a sense of urgency that is difficult to replicate on other channels.
Segment your database properly
A well-segmented database is one of the most effective tools in email marketing. Knowing which groups of contacts are interested in specific parts of your offering means you can target them with relevant content instead of blasting everyone with the same message. Relevance drives opens, clicks, and conversions.
Use A/B testing to find what works
A/B testing is one of the most underused feedback tools in email. Most businesses test subject lines and stop there, but you can go much further.
Testing the sender name, for example, tells you whether your audience responds better to a company name or a person's name. Testing content and design tells you what your subscribers actually engage with, rather than what you assume they want.
Personalise your emails
Personalisation has a measurable impact. Personalised emails are 26% more likely to be opened and 760% better at generating revenue than generic ones.
Beyond first-name tokens, you can adapt content based on past behaviour, purchase history, and email engagement. Over time this helps you build accurate buyer profiles and tighter segments.
Promote add-on products
Email gives you visibility into what your subscribers are interested in based on what they click and engage with. That data makes it a natural channel for cross-selling and upselling. You already have their attention, use it.
Setting up automated email triggers based on subscriber behaviour means this happens in the background without manual effort each time.
Send discount codes
Discount codes are straightforward to generate and automate via email. You can trigger them based on engagement, or a lack of it, such as a voucher sent to subscribers who have not purchased in a while, or tie them to specific promotions and seasonal offers. A well-timed discount is also a reliable way to re-engage a quiet segment of your list.
Collect customer feedback
Email is a practical channel for gathering direct feedback. This does not have to mean another lengthy survey. Encouraging subscribers to reply to a campaign, or including a simple feedback prompt, gives customers a direct line to your business. That kind of response is often more considered and useful than a public comment on social media.
If you want help getting more from your email marketing, speak to the TouchBasePro team about what is possible.
Frequently asked questions
- Why is database segmentation important in email marketing?
- Segmentation lets you send relevant content to specific groups rather than the same message to everyone. Contacts who receive relevant emails are more likely to open, click, and convert, which improves both engagement rates and ROI.
- What can you A/B test in an email campaign beyond the subject line?
- You can test the sender name, email layout and design, body copy, calls to action, and send time. Each test gives you data on what your specific audience responds to, which sharpens future campaigns.
- How much of a difference does personalisation make to email performance?
- Personalised emails are 26% more likely to be opened and generate 760% more revenue than non-personalised emails, according to Campaign Monitor research.
- How can email be used to collect customer feedback?
- You can invite subscribers to reply directly to a campaign email, include a simple rating prompt, or run a short survey. Direct email replies often produce more detailed and considered feedback than public social media comments.