7 Ways to Make Your Marketing Emails Earn Their Keep

March 26, 2013 at 12:05 PM

Got a customer or prospect email database? Sending out regular updates?

Considering all of the hard work that goes into putting together marketing emails, it’s a massive let down when your latest example of e-marketing brilliance fails to generate any real response from your customers...

So how do you encourage more people to open, read and engage with your emails? We’ve put together our top tips for email marketing that actually makes a difference.

1. Make it personal:

Getting email from real people is much more interesting than email from companies. Consider sending your email marketing from a person within the business instead ‘’ or ‘’. That connection to a real human being will boost engagement and credibility. 

2. Use a cracking subject line:

Your subject line is your first opportunity to entice and engage your audience... Try to stay away from subject lines like ‘ABC Company – Latest Update’. Instead, get creative and put some thought into what’ll get them interested.

3. Consider your content:  

Make sure the content of your emails is relevant and useful to your customers, not purely promotional. A great approach is to offer advice or information on your area of expertise - this is both useful to the customer and positions you as an knowledgeable about the topic.

4. Personalise your emails:

In this day and age, there’s really no excuse for email marketing that doesn’t start with ‘Hi XXXX’. When you’re collecting email addresses, also get a name so you can start your emails with a personal greeting.

5. When to send?

There’s really no single right time to send an email marketing campaign – it will depend on your customers. So trial a different days and timings to see which gets the best reaction. 

6. Follow up with non-openers.

Most email marketing software will report on who’s opened your marketing emails, and who hasn’t. Consider a follow up email to those that haven’t read your first one – you may be surprised at how many extra opens this gets you. 

7. If at first you don’t succeed...

If you’re not happy with the email stats you’re getting, try changing things up. One way to do this is by surveying your database about what they do want to hear about – that way you can make the info you provide more interesting and useful, and encourage greater participation.

About East: East helps kiwi businesses get the most out of their emails marketing by offering advice on strategy, content and delivery. If you’d like a hand with your email campaigns, please contact us for a no obligation consultation.


Tags: email writing tips
Category: Digital Marketing


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