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viv haries
Viv Harries
Brand Designer & Founder

Viv Harries is the Founder of Vivi Creative. He works with businesses to give them the creative edge with unique designs and a solid brand identity.

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Mastering Email Marketing: The Do's and Don'ts for Maximum Click Rates

  • By Viv Harries
  • Apr 12, 2024
  • No Comments
  • Marketing

Email marketing continues to reign supreme as a powerhouse tool for engaging with your audience and driving conversions. Crafting an email campaign that not only lands in your subscribers' inboxes but also entices them to click through is an art form that requires finesse and strategic thinking. 

In this blog posts VIVI Creative is going to dive into the do's and don'ts of crafting email marketing campaigns.

The Do's:

Segment Your Audience: 

One size does not fit all in the world of email marketing. Take advantage of your CRM data to segment your audience based on demographics, interests, purchase history, and engagement levels. Tailoring your message to specific segments ensures relevance and boosts engagement.

Craft Compelling Subject Lines: 

Your subject line is your email's first impression – make it count! Keep it concise, compelling, and personalised to pique curiosity and encourage opens. Experiment with emojis, urgency, and personalisation tokens to stand out in crowded inboxes.

Personalise Content: 

Gone are the days of generic mass emails. Leverage dynamic content and personalisation tokens to deliver hyper-targeted messages that resonate with individual subscribers. Address recipients by name, recommend products based on past purchases, and send personalised offers to foster a sense of connection and relevance.

Optimise for Mobile: 

With the majority of emails now being opened on mobile devices, optimising your email design for mobile responsiveness is non-negotiable. Ensure your emails render seamlessly across all screen sizes and devices, with clear CTAs and easy-to-navigate layouts.

A/B Test Everything: 

Don't leave success to chance – embrace the power of A/B testing to refine your email campaigns. Test different subject lines, email copy, CTAs, visuals, and send times to identify what resonates best with your audience. Continuously iterate and optimise based on data-driven insights.

Create Compelling CTAs: 

Your call-to-action (CTA) is the linchpin of your email campaign – make it irresistible. Use action-oriented language, contrasting colours, and compelling visuals to draw attention to your CTA buttons. Keep it clear, concise, and above the fold for maximum impact.

The Don'ts:

Don't Overwhelm with Content: 

Keep your emails concise and focused to avoid overwhelming your subscribers. Stick to one primary message or offer per email to maintain clarity and prevent decision fatigue. Save additional content for follow-up emails or nurture sequences.

Avoid Spammy Tactics: 

Steer clear of spammy tactics like ALL CAPS, excessive punctuation, and misleading subject lines. Respect your subscribers' inbox and prioritise transparency and authenticity in your messaging to build trust and credibility.

Don't Neglect Design and Branding: 

Your email design speaks volumes about your brand – don't let it fall by the wayside. Invest in professional, visually appealing designs that align with your brand identity and convey professionalism. Consistency in branding fosters recognition and trust among subscribers.

Don't Forget to Test Across Email Clients: 

What looks great in one email client may appear broken in another. Don't neglect testing your emails across various email clients and devices to ensure a seamless experience for all subscribers. Pay special attention to rendering issues, font compatibility, and image display.

Avoid Irrelevant Content: 

Respect your subscribers' time by delivering content that is relevant, valuable, and tailored to their interests. Avoid sending generic, irrelevant emails that are destined for the dreaded delete button. Leverage behavioural data and segmentation to deliver targeted content that resonates with each recipient.

Don't Ignore Analytics: 

The key to continuous improvement lies in data-driven insights. Don't ignore your email analytics – dive deep into open rates, click-through rates, conversion rates, and engagement metrics to understand what's working and what isn't. Use these insights to refine your strategies and optimise future campaigns.

In conclusion, mastering the art of email marketing requires a delicate balance of creativity, strategy, and data-driven decision-making. By adhering to these do's and don'ts, you can create email campaigns that captivate your audience, drive engagement, and ultimately, boost your bottom line. 

Thanks for reading.

about the author
viv haries
about the author

Viv Harries is the Founder of Vivi Creative. He works with businesses to give them the creative edge with unique designs and a solid brand identity.

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