The Quru Tips are a place where Quru’s experts are interviewed by Steve Penny and offer up their best tips, secrets and information.
Email may be dated, but it’s still an essential tool in the world of online marketing. But with people receiving so many emails every day, you need to ensure your email stands out, get read, and helps with conversions. Janne has a few tips on how to get the best from email.
“The concept and functionality of email may now be quite dated, but it’s still a widely used medium and key to marketers for targeting and re-targeting.
As with most marketing, mobile is now king – with 55% of emails now being opened on mobile devices. So ensure your content is to-the-point and optimised as much as possible. As with web pages, emails will get closed (or deleted) if they take too long to load.
Track your emails and the links contained within. As with links from other sources, such as different social platforms, ensure you have campaign parameters defined in URLs and implemented in your analytics so you can see which users are coming direct from your emails.
Get personal. Addressing an email by the recipients’ first name is no longer ‘personal’ enough. Keeping people engaged requires tailored content in emails. Utilise analytics and data insights to identify different target groups and create content and messages specifically for each group.”