12 Tips to Achieve Success with Email Marketing

Email marketing allows businesses to engage with potential and current customers. However to achieve success, you need to follow these 12 simple steps.

Success With Email Marketing Email marketing is a great way to make potential and current customers aware of what your business has to offer. However, due to the popularity of this medium, your message has to stand out from the ‘noise’ that now populates most people’s inbox. For this reason, above all other concerns, you need to ensure your email is well targeted and highly relevant. So, how can you maximise the visibility and responsiveness of your emails?
Here are 12 tips that will save your email campaigns from the trash and turn them into cash:
  1. Set Clear Goals – Define specific objectives for your campaign and set up goals and objectives that are clearly measurable.
  1. Segment Your Audience – Make sure your message matches what your audience wants.  Segmenting your audience allows you to test different creative approaches, which you can then measure against each other.
  1. Grab Your Headline – Be clear and concise: you’ve only got seconds before your message ends up in the trash folder. You should look to avoid using capital letters and exclamation marks, as this looks unprofessional and may appear as spam to the recipient.
  1. Timing – Do you know what the optimum time is for your audience to see your message? It’s different for different businesses, but you need to see what works best for you.
  1. Branding – Make sure the ‘from’ includes your brand name, sent from an email address that’s your recognised domain. Use your logo and brand colours so your email is in sync with your brand. You should also ensure the language and tone is consistent across all your marketing collateral to maximise impact, and prevent brand confusion and dilution of message.
  1. Design – Sometimes very simple, uncluttered, text-based emails work best; but it depends on the objectives of the campaign. Test and test again – remembering that the message should be compatible across all devices. Images often don’t display, as they are stripped for security reasons – so you need to ensure your call to actions have text links to improve the click-throughs.
  1. Personalisation – When used in an appropriate way, there is nothing more powerful than personalisation for engaging with prospects. Using the name of the business or the contact, or indeed referencing the location of the business, all add an element of engagement and help your message stand out.
  1. Call To Action – What’s the point of your email? Make sure the action is clear and the response required simple. You are unlikely to elicit reams of information, so don’t include a long form for prospects to fill in (unless you incentivise completion).
  1. Effective Landing Page – Landing pages are a great way to measure your email campaigns. The best landing pages are distraction free, so just include the information required.
  1. Sharing – Make sure that you allow your email to be shared, by including links to social media and encouraging referrals. You could also try offering an incentive such as a discount for future purchases, if customers forward your message to spread awareness of your business.
  1. Tracking – This goes way beyond opens and clicks. Often the email is the starting point that may end in a purchase or some other ‘action’. Tracking these can help you to improve targeting next time around. It is also important to monitor social media to know what is being said about your business.
  1. Testing – The beauty of email marketing is the flexibility to test every aspect of the campaign without incurring huge costs. Everything can be tested to improve impact – from the audience, copy, creative, message, position of key calls to action, frequency of sends, timing etc.
Final thoughts So there you have it, 12 tips to achieve success with email marketing. When it comes to B2B email marketing, the magic formula is simple – give the right audience, the right message at the right time. However, getting the combination right isn’t always straightforward.

Performance Based Email Marketing

Is Lack of Control an Issue?

If done correctly email marketing is very profitable. But does a lack of control with performance-based email marketing compromise business success?

Performance Based Email Marketing Email marketing is without doubt a hugely successful approach for both retention and acquisition marketing. Techniques have now become very sophisticated, and integration with other marketing channels has maximised the potential returns from email marketing campaigns. In addition, the relatively low cost of testing what works (in terms of message, creative, target audience etc.) makes email marketing a very flexible way to refine your marketing activities and improve results. With its popularity continuing to increase, it is therefore not surprising that there are now several different models that are used to price email marketing – such as buying a managed service, or buying an email list or paying on a cost per lead basis. So, which one should you choose? On the surface, the cost per lead model seems a “no-brainer” – because you only pay for each lead generated, rather than for every prospect the email is sent to. However this increase in performance based marketing (lead generation on a cost per lead basis) does have some downsides. For example, a client will brief an agency on what is needed, and the agency will then source different providers to obtain the relevant email data needed for the campaigns. So far so good – but there are only a very limited number of data sources, although there are many email data providers to work with. In the end, working with multiple performance-based marketing agencies can lead to target customers receiving multiple examples of the same email, as each company is working in isolation from each other. This is about as far removed from good target marketing as you can get – and a total waste of money! Here is a real life example: At Market Location, we work directly with a blue chip client on customer acquisition email marketing campaigns.  We provide email data for them to manage their own email sends, as well as direct mail and telemarketing data for their call centre. This is a tightly controlled environment; they only work with one data provider, so are able to ensure that any duplicate customers are removed and the recipient communication is fully managed.   This seems straight forward enough, but then performance marketing is introduced – i.e. where the company pays other agencies on a cost per lead basis. What could be better for a client?  Well, surprisingly perhaps, we also work with that same payment provider through a performance based agency.   Although unusual, their different creative treatments are broadcast, and we are able to manage the number of emails a recipient receives. However, this is where it gets complicated: The client also works with two companies who licence our data on an ad hoc basis, and we have received the same performance brief through another two agencies that are offering the identical creative to what we are already sending. In other words, in the client’s eyes they are sending one or two emails a month to an individual, when in reality they could be sending as many as seven.   These are, of course, just the ones that come across our desk – yet an email address is related to an individual, which means as well as it appearing on our database it could be on numerous others.   How many emails could one person receive in a month?! Fighting a lack of control  This lack of control is worrying. Clearly, the client wastes a lot of money. But in addition to that, the recipient who is receiving multiple emails is going to get annoyed. This ensures the message becomes diluted at the same time as making your business or brand look very unprofessional. Furthermore, a lack of management in regard to performance marketing also means that the client’s customers get a lot of prospecting emails. Ask yourself: is this okay? Of course it isn’t. Why on earth would you need to send multiple emails to the same recipient? Naturally this is a situation that could be easily rectified, but no one seems to want to. All a client would need to do is ask all their data suppliers to upload data to match and de-dupe against others and output the net records. This may cost the client extra money, but which client wouldn’t want to protect their brand?

Creating Killer Content For Email Marketing Campaigns

Creating Content For Email Marketing Campaigns Email marketing has proven itself time and time again as an effective marketing tool, but like all tools, it can only deliver results when utilised properly.  Sending out reams of correspondence without considering the appeal of the content could potentially lead to lower click-through rates, increased opt-outs and in the worst scenarios – damage a company’s reputation among its target audience.  So how can B2B marketers make sure their content is appealing? According to Kate Adamson, a branding and media specialist at Stark Moore MacMillan, content is a key driver of engagement in the online arena. She advised putting the target audience at the heart of marketing campaigns. However, she also advocated utilising a mesh of content and channels to achieve optimisation. With more and more platforms opening up, Ms Adamson acknowledged that it is hard for the largest companies to decide where to deploy their marketing efforts and is nigh-impossible for smaller companies to properly calculate the return on investment in this area. Despite this fact, she lauded the opportunities for SMEs (small to medium-sized enterprises) looking to promote themselves digitally – noting the myriad of free options available to such firms that allow them to compete with their bigger counterparts. Ms Adamson was particularly vocal about the benefits of Twitter for companies, but warned that failure to back up a campaign on this medium with ongoing engagement and killer content could limit its success. Similar advice was offered by advertising expert and professional speaker Philip Hesketh, who, in a recent interview, claimed…
…the key to his startlingly low email unsubscribe rate – which stood at less than one per cent – was timely, relevant and interesting communication. He advised that going the extra mile with these criteria can help a company stand out from the crowd.
Businesses were also encouraged to use email marketing in conjunction with their campaigns on other channels by Mark Brownlow, founder of information portal Email Marketing Reports. He suggested utilising this medium to promote social media pages, noting that email’s ubiquitous nature is one of its key advantages. The statistics certainly seem to back up this view, with Eloqua’s Grande Guide to B2B Content Marketing displaying the weight companies are giving to eNewsletters, article posting and social media. When deciding where to concentrate their content campaigns, companies are well advised to invest some time in researching the online behaviour of their target audience. One potential source is Ruder Finn’s Intent Index, an ongoing research study that offers an in-depth look at the motivations behind people’s online activities. Figures from the report clearly show that learning is one of the key drivers of online behaviours, whether it is of an educational or informational nature. Therefore, companies might want to focus their efforts on producing their own content – promoting their status as experts in their respective fields – or alternatively, curating interesting information from other sources in their sector. One advocate of this approach is Marina Lumley, an independent marketing consultant who spoke about B2B marketing strategies on behalf of target360 at the recent TFM&A (Technology for Marketing and Advertising) event in Manchester. She noted that people often approach creating their own content with trepidation and suggested thinking through the potential topics that could be covered before putting pen to paper can help make this process easier. It is paramount that companies do not take a half-hearted approach to their content and avoid being overly self-promotional. However, content is still a means to an end and once companies have engaged their target audience through this medium, an enticing call to action is a must-have for those looking to boost their click-through rate and conversions.

How Clear Business Objectives Will Lead to Marketing Campaign Success

Marketing Campaign Success Businesses need to set themselves clear marketing objectives if they are to run successful campaigns. Setting concrete goals and incorporating ways of measuring return-on-investment into marketing strategies are at least as important as getting hold of high-quality business data. Clear business to business marketing aims help firms better define their content offering and will ensure that they do not lose clients they win over because of a lack of engagement. While all companies realise the importance of maintaining an accessible and interesting website, many do not have the same attitude when it comes to email marketing, pay per click and other content strategies. Being consistent is one of the most important factors affecting brand recognition, email open rates and recipient engagement.

Where to begin?

There are a few important questions that you will need to ask yourself:
  • What are you offering?
  • Who are you targeting and why?
  • How are you going to reach out to them?
  • How will you measure the success of your strategy?

What does your business offer?

This first one is easy, but that does not mean you should skip straight to step two. Business to business marketing needs to ooze clarity and appeal. The best way to ensure this is to start with a concrete offering that sits nicely – and succinctly – under an appropriate brand. This is not just about what you are offering, but the benefits of it – why your business to business email marketing recipients cannot live without you and your services. According to Crowd Science, more than a third of people are predisposed to stick with brands that they know and trust, while a similar amount will opt for a quality brand when engaging with something new (Crowd Science JustAsk! 2011, Brand Loyalty Statistics by Age).

Who are you targeting with your business to business marketing?

The Crowd Science stats above show that brand loyalty – which is closely tied to your business proposition – is a key ally. However, brand loyalty varies wildly between age groups and industry sectors. So, business to business marketing professionals need to clearly define who they are targeting with their marketing promotions and why. Using top-quality business lists is the best place to start. Companies can ensure that their email newsletters and direct mail promotions are landing in the laps of people who are likely to be engaged with a good data list. The effective use of relevant business data is the key to promoting anything – particularly in the saturated online business to business marketing marketplace. Business lists have a number of benefits over other means of ensuring marketing is targeted effectively, it seems. 75 per cent of businesses use social media for targeting marketing material, but according to Econsultancy’s State of Social Report, 47 per cent of web users are put off by this type of promotion (Econsultancy, State of Social Report 2011).

How are you going to reach people?

Picking the right method of promotion is vital. Different demographics interact with brands in radically different ways. However, once you have defined your target audience and acquired the relevant business lists to ensure your campaign is reaching enough people, the decision of how to interact with them should be a relatively easy one to make. One thing to bear in mind is the importance of a good marketing spread – and there are definitely lessons to be learnt. For example, just 34 per cent of B2B marketing specialists include blogs in their marketing mix (Safefrog Marketing Group, 2011 B2B Marketing Mix Survey Results).

Measuring business to business marketing success

Once you have defined your product, picked your target audience and decided how you are going to engage with them you need to proactively start investigating the performance of your strategy. It is no longer good enough to just sit back and wait for the money to come rolling in. Measuring success will inform your future campaigns and help you refine your list of marketing material recipients – which is essential seeing as you will have to be consistent with your campaigning.

The Importance of Integrated Marketing for Small Businesses

Integrated Marketing Small Businesses For many businesses spending on marketing and advertising can seem like a gamble when budgets are tight. This month Paul Cross, Head of Retail at Market Location, looks at how an integrated marketing campaign can benefit small businesses and their budgets. The arrival of the digital age has meant that it is easier for businesses to measure the impact of their marketing campaigns and this has meant that return on investment has become a crucial metric for marketing performance, particularly for smaller businesses. However, integrating marketing efforts can increase the likelihood of a positive return on investment. “Conducting an integrated direct marketing campaign can be as simple as following up your direct mailing with a courtesy call to check the information was received,” according to Paul Cross, Head of Retail at Market Location. Although a lot of time is devoted to using technology to improve our marketing Mr Cross reminds small businesses not to underestimate the impact that personal contact can have when it comes to winning new clients. Before you decide which marketing channels to integrate, some time should be spent discovering which channels work best for your business. Trialling and tracking the effectiveness of different channels will show you where your marketing is providing the best return on investment – focus on these areas and prioritise them. Of course cost is always a factor in the process, for example implementing a direct mail campaign is more expensive than email, and some businesses may be drawn to focusing their marketing in one tried and tested channel. However, Mr Cross believes that “by investing in the channels that work cost effectively together to generate a positive return on investment, a business will not lose out.” It also appears that more and more businesses are now seeing the value in combining their offline and online advertising with many looking at their website and its content as a key part of their strategy.
“A professional website is an essential marketing tool for any business, no matter how small and video can be used effectively to help increase search engine rankings,” attests Mr Cross.
Businesses that are interested in developing integrated marketing campaigns may wish to enlist the help of Market Location which has a number of product offerings that have been specifically developed for this kind of marketing. Those thinking of kick-starting an integrated campaign should first consider using an integrated business data list. Mr Cross recommends the Business Search PRO online business database from Market Location because it “is unique in that it enables you to be able to customise your business data list for either a direct mail or telemarketing campaign”. The Head of Retail sees this as an easy way of compiling an integrated data list and suggests customers send their direct mail campaign first to warm their prospects up, and then follow this up with a call. As mentioned earlier, email is a very powerful marketing tool and Market Location provides businesses with an effective email marketing solution. With its bespoke email broadcast tool, Market Location can email Senior Decision Makers and then provide businesses with the offline data for a targeted follow-up call. Businesses will be able to tell from the data which recipients opened and clicked on the email campaign, and see which recipients didn’t open the email at all allowing them to build a profile of potential leads. Once up and running, businesses need to measure and improve on the impact their integrated campaigns are having because it is essential you understand the value it brings to your business. “Use campaign specific phone numbers, URL’s and quoting codes on your communication pieces to track the number of leads generated by each campaign and channel”, advises Mr Cross.

Pitney Bowes

B2B Email Marketing Case Study

See how Market Location have improved the email results for Pitney Bowes by creating a unique message that helps them stand out from their competitors.

Pitney Bowes Case Study

The Background

For 90 years Pitney Bowes has been the world’s leader in postage meters and machines. It is a highly established and competitive market saturated with promotional messaging throughout the year. The customer finds it hard to differentiate offerings and to establish a true need for the product.

The Challenge

Pitney use a number of email marketing and lead generation agencies, sending a high volume of emails consistently for 10 years. However, lead rates have dropped and the cut through into the businesses had started to decline. Our challenge was to create a market differentiator for Pitney and to ensure that the message we sent was unlike any other.

The Solution

We completely changed the creative approach. We tried to make franking machines cool and desirable and ensure that the journey from email to landing page was clean, consistent and simple. Coinciding with the rise of postage prices, the creative stood head and shoulders above any of their competitors

The Results

Open rates doubled, click rates rose 700% and lead rates increased by 800%. Pitney Bowes Case Study

Importance of Timing When Contacting Prospective Clients

Contacting Prospective Clients Getting in touch with a prospective client is one of the most crucial moments in your potential business relationship. First impressions tend to last for a long time and if you give a bad one, you’re likely to find you don’t get the chance to show your better side. Not only does this mean you need to be polite and courteous as well as prepared and knowledgeable when you first establish contact with a potential lead, you also want to makes sure you’re timing your phone call or email well. When it comes to choosing the optimum time to get in touch with your lead, there are quite a few factors to be considered.

Time of day

For a start, you’ll want to understand that there are certain times of the business day better suited to making contact than others. Don’t try and call a prospect first thing in the morning, just before or after lunch or last thing before end of business. First thing in the morning, people tend to be catching up on some of the most important emails or messages they’ve received for the day. The same goes for the period directly following lunch. Straight before the lunch break, people tend to be distracted and keen to get moving and the same can be said for the end of the day. Time your calls to miss these problem areas and try to be as unobtrusive as possible. However, if you are getting in touch with a decision maker who has a prominent position in the company, you may also want to consider calling just before or after opening hours. Most influential employees start their day early and end late, potentially offering an opportunity to catch their attention when the office is calmer.

Time of week

For email contacts, you also want to factor in the day of the week. At the beginning of the working week, when office staff are fresh from their break, your email communication is more likely to be read. For B2B campaigns (as with B2C), businesses tend to see a winding down of email attention as the week progresses, with open and click rates peaking at the beginning of the week. Timing your email so that you can take advantage of the extra enthusiasm and willingness to engage present before the working week hits its full stride can improve your exposure and boost the likelihood of pickup.

Time of month

There are also particular times of the month that are particularly good or bad for getting in touch with businesses about new products or services. For example, you know that the finance department of most companies is likely to be struggling under a heavy load at the end of the month, so don’t pitch products that will need feedback from this department around this time, it will only put your contact and the department in a bad mood by adding an extra task to their list – no matter how much they might appreciate the services you have to offer.

Time of year

There are some other factors you may want to keep an eye on, particularly if you’ve already done some research on your lead. If you’re targeting a prospective client directly because you already have some knowledge about their business, take this information into account when calling or emailing. Does their industry have particular peak times? Can you maximise on seasonal activity like tax or holidays? Do you know whether your lead is likely to be preparing for a major conference or trade show? Being considerate of factors like these can help you get off on the right foot. Timing your contact to fit into your prospects’ schedules rather than with your own is a simple but highly effective way to maximise the response you get. By using both statistics about business habits and what you know from research on specific prospects, you can make a big difference to your marketing activity:
  • To reach key decision makers, consider early morning or late afternoon – they are likely to be in the office earlier and longer than others and you can potentially catch them when demands on their time is minimal.
  • In general, earlier in the week is best for making email contact.
  • Most businesses plan their activity around times of the month; consider how this might change the way they would like to be contacted.
  • Consider seasonal and industry-specific times of year – you can either hook your marketing on this or avoid busy times.

What Makes Email Marketing The Channel of Choice?

Email Marketing Convenience and flexibility are two reasons why email marketing will remain popular. With all the dazzling marketing campaigns that cropped up in the past year it is easy to forget the underpinning metrics. What drives their success, what makes one more successful than another and what is it about a particular channel that makes it much better for my target audience? Whenever new technologies appear on the scene, the important questions are often forgotten. Firms want to make sure they keep up with their rivals and adopt the latest techniques without proper consideration. In some respects this is a good attitude to have. Keeping your marketing arsenal up-to-date is vital. Particularly when trends in digital technology are developing so rapidly. But, diving head first into the latest online marketing fad can cause a number of problems – not just financial ones either. For example, when social media started its march towards becoming an important business marketing tool, firms started throwing money at it. Despite the fact that social media campaigns were notoriously tricky to chart and return-on-investment difficult to define, the new technology was adopted wholesale. It wasn’t long, however, before businesses had to take a step back and analyse what it was about their social media campaigns that was proving successful and what was failing. Before long, a whole industry was created to cater for the maintenance of social media campaigns and the reversal of damage caused by ill-informed early forays into the medium. What the early adoption of social media marketing showed was the businesses need to think carefully about what they expect from their marketing campaigns and what they hope to achieve. The same is true for technologies that have been doing the rounds for considerably longer than social media. Take business to business email marketing for instance. If firms adopted the same attitude toward this as they did in the early days of social marketing, they would find their marketing addresses being blocked as sources of spam and their campaigns would fall short of conversion rate goals. So as the New Year gets into full swing it makes sense to look at what must be considered if a marketing campaign is to prove successful. A good way of doing this is to look at why email marketing remains – and will remain – one of the top choices for marketing professionals. Firstly, it is measurable. It is incredibly easy to follow the digital paper trail and find out which messages were successful, which didn’t make it through, and which were sent back by unhappy recipients. Monitoring is one of the core aspects of any marketing campaign and with email marketing it is extremely easy to not just do, but accurately quantify. Secondly the outlay is minimal. With the right business lists in place and data that is segregated and up-to-date, companies can mount an email marketing campaign cheaply and easily. Even more money can be saved if the email design process is outsourced – not just the data gathering and creation of distribution lists. Then there is personalisation. Email marketing can be tailored so easily that each individual recipient can be made to feel special. This isn’t just achieved in the design phase. Personalised email marketing campaigns are only as good as the business data that underpins them, so ensuring the quality of your business lists should be the first port of call. All of these rules are a must for successful business to business email marketing, but they can be easily applied to any other form of advertising, be it social or direct mail. The benefit of using email is that all of these things are easy to achieve, which is why 2012 could be the ‘year of email marketing’.

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The service has been very impressive from immediate follow-up to our initial query and a thorough introduction to their services. Every need has been met with efficiency and thoughtfulness. It has felt like a very personal, tailored service and that is mostly due to our Account Manager, who has been incredibly helpful from start to finish. We gained a new client within half an hour of the email campaign going out and are hopeful about more positive results over the next few weeks. Kind regards, Lucy Lerner (Founder)

Top Tips To Increase B2B Email Click-Through Rates

Click-Through Rates Click-through rates can prove to be a very effective measurement of how well a business to business (B2B) email marketing campaign is performing, so it’s no wonder that companies are so keen to keep their rates rising. High click-through rates essentially mean that recipients have not only opened an email, but felt sufficiently encouraged to find out more about the firm or brand behind it – thanks to the message’s content. In marketing terms, this is a stone-cold win. If your email marketing isn’t yielding the click-through rate you want, there are plenty of factors you may want to consider. There is no fixed blueprint for a successful campaign as every industry is different, so it is all about working out what will work for each specific brand. You are aiming to improve click through by degrees, but sometimes there will be an easy change that could make a huge difference; for instance, 2010 figures from GetResponse highlighted how social sharing buttons can help, with those featuring three or more social buttons benefiting from a 55 per cent higher click-through rate on average.

Quality of content

‘Content is king’ – this phrase highlights how crucial the quality of your content is; relating to many aspects of the text, pictures and display of your email marketing messages. Your aim is always to create engaging, unique and relevant content that provides businesses with solutions – which should be one click away… On a basic level, your email must be flawless in terms of outbound links, grammar, spelling and punctuation. Not ensuring this shows a lack of professionalism; something which could lead to lost trust and rather than an increase in click-through rates, a decrease. It’s basically an essential in B2B communication.

B2B not B2C

When you are sending messages to businesses – rather than consumers – it is vital that you remember this fact. The tone and content should match the challenge. You want to inform them, reward them or offer them a new perspective. Most importantly, it needs to be presented in a concise way. ‘Keep It Simple Stupid’ (KISS) is another famous line of advice that applies here. You need to get to the point quickly, as this shows respect for your reader’s time. You may lose click-throughs by beating around the bush, so don’t. Another factor that could hurt your click-through rate is the tone of your writing – perhaps it is too casual or light-hearted? Along with the presence of any errors, this is another easy way to lose trust. If your reader does not trust your brand then what chance is there they will click on an external link?

Call to Action

Your ‘call to action’ is essentially whatever you are asking readers to do; perhaps click on further information about a product, or actually sign up for a service. Ask yourself this: is your call to action prominent enough on the page? A reader may enjoy your content but not have noticed what you are offering. On a related note, sometimes firms will use too many calls to action – so stick to the KISS method and use just one. Leave cross-marketing and up-selling for later communications. You should also consider how the recipient is reading the message. People are increasingly reading emails on their smartphones, so they may read the message but struggle to click through using their device. In fact, a recent Knotice survey found that 27.39 per cent of emails in the second half of 2011 were opened on mobile devices – up from 20.24 per cent in the first six months of the year. Mobile compatibility is a hot-topic issue and requires email marketers to test their campaigns on each device they believe their message may be read on – distinct operating systems deal with emails in different ways, so you may need to make some amends as a result.

Background Strategy

The actual content and the click-through link in a message may be the obvious factors that affect your results, but there is more to think about behind the scenes. Do you know the people on your lists well enough? To appeal to businesses, you need to understand their individual needs and goals. Broadly speaking you should always test the success of new ideas, while segmenting your list down to more specific demographics, as this can help to make your content more relevant. A case study on marketingsherpa.com showed how a personalised subject line – where the reader’s name appears there – raised click-through rates by over 17 per cent, despite how the company in question only expecting it to affect open rates. By testing features like this, you’ll get closer and closer to what your potential clients want, which is essentially how you will improve your click-through rate.

What you can start doing today:

  1. Think about fresh perspectives to give your content
  2. Consider how you can make your email more concise
  3. Work on the placement, style and size of your call to action
  4. Check your emails look good on a variety of mobile devices
  5. Start testing different ideas to see how they affect click-through rates