Email marketing: The fundamentals

We know an awful lot about HTMLs here at Bewonder*, but as with most areas of digital, the ever-changing world of email marketing continues to develop at a rapid rate.

To make sure we remain top of the class, last month, we made the short journey across the Pennines, to the MailChimp Accredited Email Marketing Course in Manchester, to learn the fundamental principles of good email marketing.

Here are our top four takeaways.

Segmentation, segmentation, segmentation!

When building HTMLs, personalisation and relevancy are key. Segmenting data ensures you’re reaching the right people at the right time, but it also yields GREATER results. It allows you to create customer profiles based on interests, demographics, locations and more. It’s also a simple way of generating better open, click-through and engagement rates.

Cleanse regularly.

Digital marketers should proactively cleanse their data based on the performance of their emails – if a customer hasn’t opened an email for a while, if you’re seeing an increase in bounces, or if email addresses appears ‘spammy’, chances are it’s time for a cleanse. Don’t waste time on dead data, focus on engaged, active subscribes instead.

It’s all in the NPS!

Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s product or services. It helps us establish who our detractors, passives and promoters are. By looking at existing customer data, not only can we retarget or win back our NPS detractors, we can continue to market to our more receptive HTML subscribers; those more likely to attend an event, redeem an offer, or refer a friend.

Short and succinct

Most mobile users skim-read their emails, picking out relevant information as quickly as possible. Long, over-descriptive or overcomplicated wording is somewhat lost on HTML. Instead, marketers should embrace short, snappy copy to communicate top-level information only. Clear call-to-actions, hard-hitting subject lines and engaging intros are also key a successful email campaign.