The Best Email Marketing Techniques in 2021
Did you know that on average, email generates $38 dollars for every $1 spent? With that high of an ROI, there’s no reason why you shouldn’t be taking advantage of the top email marketing techniques in 2021!
In order to generate that ROI, however, there are some tips and tricks you will need to implement beforehand. To get you there, we’re sharing some great information that will result in high engagement and higher ROI, while helping you build a great relationship with your customers and achieve your business’ goals.
Tips for Managing Email Contacts
Segmentation is key
If every one of your contacts is getting the same email at the same time as every other subscriber on your list, you need to put some more effort into how you manage your contacts!
First and foremost, take into account who your subscribers are individually and categorize your email lists into varying segments. New subscribers will require different emails than current ones, and each persona will have their own needs and expectations.
Depending on your business, your contacts may need to be segmented by the products or services they’re interested in or using as well. For example, a B2C business will want to segment customers based on how they’ve interacted with your brand or by past purchases. B2B brands will want to segment clients based on the organization type, industry, and stage in the sales cycle.
Tailor emails to the individual segment
Each list should then receive emails that reflect the “category” they’ve been segmented into. If you segmented your lists by industry, you should provide subscribers with emails that are only relevant to their industry. Or, if you segmented based on past purchases, regular customers should be sent a different email than a brand new one.
Providing this level of personalization to your consumers is how you can get their attention and earn their trust in a very simple manner. Although a basic example, this gives you a clear idea as to why personalization matters and why it will be one of the top email marketing techniques to watch in 2021.
Don’t forget to nurture unengaged contacts
If you have unengaged contacts, don’t count them out just yet. They initially signed up for a reason. Treat them differently from your active email readers and work on nurturing them back into your pool of active subscribers. Start by sending them an email expressing how you’ve noticed they’ve been inactive. A simple “hey, we miss you” can stand out in a cluttered inbox. In this attempt to win them back, provide them with some of your best tips, data, creative design, and whatever else you have to really show them that you provide value they won’t want to miss out on. As they engage with these emails, “graduate” them back into your active lists.
- Segment your contacts lists
- Add personalization to each list
- “Graduate” unengaged contacts
Tips for Great Subject Lines and Preview Text
Give your subject lines everything you’ve got! This is the equivalent of an elevator pitch, so these have to be good. In just one sentence, you need to grab a consumer’s attention while explaining what’s inside the email. Never be vague with the subject line or preview text because this can seem untrustworthy and misleading, sort of like clickbait. Instead, have fun with what you write and add some emojis or exaggerate the spellings to make it noticeable.
The best email marketing technique in 2021 is to keep in mind that if you are promoting something with a deadline, always use time-sensitive language. As humans, we never want to miss out, so wording like “don’t miss this” and “ending soon” can encourage us to make a decision quickly.
In addition, your regular newsletters should have a different subject line and preview text each time it gets sent out. Readers can quickly become jaded and won’t notice your newsletter in their inbox if it says the same thing every time.
SUBJECT LINES AND PREVIEW TEXT RECAP:
- These must be eye-catching — use emojis and exaggerate spellings
- Avoid being vague and sounding like clickbait
- Use time-sensitive language to encourage a faster response
- Newsletters need a different subject line and preview text each time they go out
Tips for Engaging Email Bodies and CTAs
The biggest tip for email copy is to make sure it’s visually appealing. Take advantage of images, animated gifs, and other visual elements to produce beautiful emails that will resonate with readers.
Be aware of how wordy your emails may look. A good rule of thumb is to never have more than four lines per paragraph, otherwise readers might be tempted to skim — potentially missing out on some important info you’re trying to share!
Additionally, all of the links in your email should go to the same place. Your CTAs will perform better if they link to the same landing page (or whatever it is you want to send the reader to). This also applies to your logo! Refrain from linking your homepage to your logo, as you’d be surprised at how many people actually click on it thinking it takes them to your desired CTA.
Lastly, don’t forget to mention world events or important local events, if necessary. If you don’t, you can come across as out of touch, and readers these days only want to work with brands who are genuine. This can be done in a very subtle way, for example, “this past year has been rough, here’s a discount on us because you deserve it!”. Avoid using cliche phrases like “during these uncertain times”, that can feel overdone and impersonal. Address what’s happening around you using your brand’s natural voice so you don’t come across as tone deaf.
COPY AND CTAs RECAP:
- All emails should be visually pleasing with images or animated gifs
- No more than four lines per paragraph
- All links in the email need to go to the same place, including your logo
- Mention world events or important news in a subtle, yet tasteful, way
Tips for Email Timing
Emails shouldn’t be sent whenever you feel like sending them! There is a science to when these should be sent out. For B2B emails, avoid sending emails on Fridays as your open rate will not perform well, according to Jay Schwedelson — email marketing expert from Worlddata. At this point in the week, readers are checked out and ready to start the weekend. Instead, save these emails for Mondays and Tuesdays, when they tend to perform best. On the other hand, B2C emails also do well on Mondays and Tuesdays, but can even be sent out on Saturdays when people are checking their personal emails.
In general, all email campaigns should have multiple versions of an email sent out. Sending just one email won’t get you many conversions and there’s a good chance people may accidentally miss the email completely. Send it again with slightly tweaked copy and different images to ensure it has a better chance of “sticking”. This is known as A/B testing, where you send out two versions of an email to see which one performs better. Take note of what elements were included in the email that performed the best and keep those in mind for future emails. Implement these email marketing techniques in 2021 for a better performing campaign.
TIMING AND SCHEDULE RECAP:
- Emails should be sent out more than once
- Never send emails on Fridays
- For B2B, send emails Monday and Tuesday
- For B2C, send emails Monday, Tuesday, and Saturday
- Try A/B testing
Tips for Getting More Traffic and Understanding What It Means
Paying attention to your traffic can prevent you from overspending or putting too much effort into failed email campaigns. These are the three most important metrics to pay attention to.
Open rate is the number of times an email was opened. This metric shows you which headlines your subscribers liked, which days your emails are getting opened the most, and how active your email list is overall.
Your clickthrough rate is the number of people who actually clicked on the links inside of the email. The CTR can give you an idea on conversion rates and what is (or isn’t) working to encourage people to click. This engagement gives you a baseline of your reader’s interest in what you’re sharing with them. Tip: this comes in handy for segmenting lists!
The conversion rate is when someone completes the desired action, usually a form submission or product/service purchase. A good CTA is usually the biggest contributor to conversions so always include a CTA that is relevant to your readers based on their buyer persona and where they are in the buyer’s journey.
- Open rate = how many times an email was opened
- Clickthrough rate = how many people clicked on a link inside the email
- Conversion rate = how many readers completed the desired action
Get Started on Using Email Marketing Techniques in 2021
As email marketing techniques in 2021 and beyond change, it’s important to stay on top of the latest inbound marketing techniques and knowing how to use them while they’re still relevant. As the saying goes, marketing is constantly changing. Contact us to learn more about how we execute strategic email marketing campaigns for companies like yours.