How To Bridge the Gap Between Email Marketers and Email Subscribers in 2018

Kevin George

Jan 11, 20184 min read
How To Bridge the Gap Between Email Marketers and Email Subscribers in 2018

Email seems to be going strong. Yes, even today. That’s the reason why it is the preferred communication and marketing channel for most businesses.

If you have been using email marketing for your business, you must constantly be involved in creating emails, tracking their performance, and finding out ways to improve email engagement. You are always on a hunt to find ways to garner the maximum attention from your subscribers and thereby improve conversions.

While emails are all about the click-to-open rates and email conversions for email marketers, subscribers who receive your emails might have a different perception. Ever thought about that?

An ideal email user opens the email inbox at least once a day and skims through the inbox to see if there is an important or interesting email waiting for them. Naturally, an email with a sender name and subject line that appears catchy and relevant to them gets opened. The rest of the emails are left unread in their inbox, and the cycle continues…

In a nutshell, this is what EMAIL means for an Email Marketer and a Subscriber!

Email - Marketer Vs Subscriber

There is a gap here! Therefore, sometimes, the results that email marketers expect from their email campaigns are not fulfilled, and their marketing goals are not met.

To run successful email campaigns, you need to understand what your email subscribers expect from you, and this can be achieved by monitoring their behavior on your website and responses to your emails. Next, you need to take necessary measures to improve your email campaigns accordingly.

It is thus essential for email marketers to decode email through the eyes of a subscriber and chant holy mantras to bridge the gap between them and subscribers.

Taking into consideration the perspective of a subscriber, let us check out the things you need to consider and play an important role in the success of an email campaign.

Sending an Email From a Valid Name and Email Address

Never use a webmail address. Good practices state that you should use a valid and reputable from name and an email address that can be easily recognized by your email subscribers. A recognizable from name and an email address that is registered with the brand’s domain name ensures better open rates. It gives subscribers the feel of having real conversations, thereby generating trust.

Keep your ‘from name’ similar to ‘from email address’ to build subscriber trust. Also, never use a no-reply address; it is a turn-off.

Writing an Effective Subject Line

The subject line of an email is the first thing that the subscriber reads to figure out what the email is about. Persuasive subject lines are the driving force behind email opens.

Use subject lines that do justice to the email content or offer instead of using subject lines that just grab attention. They should be short, concise, to the point and convey the essence of the email campaign.

Sending the Right Content to the Right People Through List Segmentation

List segmentation is an important part of your email marketing planning. You need to group your email subscribers into various segments based on their gender, geography, demographics, interests, personas, purchase behavior, etc. to send targeted and relevant emails.

For this, you may ask your subscribers to fill out a form with details about their interests and preferences, either at the time of sign up or in an email. Another way to find out their preferences is to track their activity on your website.

Here is an email from Bespoke Post asking the subscribers to Set Preferences to receive better- customized content.

Email From Bespoke

Source: Really Good Emails

This will help you collect data from your subscribers and send only relevant and personalized content that they will love to read.

Making the CTA Compelling Enough

Write a compelling CTA copy and include it above the fold to improve conversions. For email marketers, it is all about persuading the subscribers to click on the offer and get better click-through rates.

Subscribers click on a CTA only if they find the copy interesting, relevant, and compelling enough. Moreover, they expect to find something extra on the landing page. It is therefore important to link your CTA to the right, dedicated landing page, taking the subscriber one step closer to making the purchase.

Netflix promotes its app download with a compelling CTA copy in their email. Take a look!

Email From Netflix

Source: As received in our inbox from Netflix

Here, the brand color is used for the CTA, which makes it prominent. Research from Really Good Emails shows that 48% brands match their CTA color to the ones in their brand logo.

Penning a Personalized Copy

It is the era of personalization, and that is why you need to now personalize beyond the first name. Provide a tailor-made email experience that resonates with the subscribers because personalization increases the chances of conversions.

961% email marketers get improved open and click-through rates from email personalization [PP1]. While it is a good practice to send personalized messages on special occasions like subscriber’s birthday or anniversary, you should also customize other, regular emails through the data you can collect by studying their preferences, browsing behavior, purchase history, etc.

Boden sends a personalized half birthday email to its subscribers with a discount offer. Have a look at the email:

Email From Boden

Source: As received in our inbox from Boden

Such personalized emails delight subscribers and help in building trust for the brand. Including the first name in the subject line and informational email copy is also a great way to boost engagement.

Sticking to the Right Email Frequency and Send Time

Determine the best time to send emails. You may ask, How? One way is to A/B test and determine the open rates, click-through rates, and tune your email frequency and send time accordingly.

Another way is to ask your subscribers how often and on what days they would like to receive emails from you during the sign-up. Multiple studies have shown that Tuesdays is the best day of the week to send emails.

Also, make sure you do not spam their inboxes by sending too many emails. Test your email send time and frequency by carefully measuring your metrics and determine what works best.

Wrapping Up:

Before you jump into building your next email campaign, go through these mantras and incorporate them into your email campaign planning and execution. Make sure you are focusing on the right target audience, and you test your emails thoroughly before sending.

Author Photo
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing Email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers. Check out Kevin's email tutorials and articles at his Email Marketing Blog.