How to elevate your email marketing

Email marketing is one of the most powerful tools in your marketing toolkit, as it is your direct line to your audience and a space where you can speak straight into a customer’s (or potential customer’s), personal inbox. So it’s important that you get it right. 

Here are just a few of our top tips on how you can elevate your email marketing strategy.

What is the purpose of email marketing?

It is a common misconception that email marketing only benefits brands that rely on repeat customers, like supermarkets and clothes shops. While it’s true that those industries use emails to encourage repeat purchases through offers and updates, the real value of email marketing lies in relationship building, which is an essential foundation in every industry. 

For example, in the property sector, if you maintain contact with past clients in a subtle, but meaningful, way, it can keep your brand at the top of their mind. This means when that client decides to sell or buy again, they’ll most likely turn to you. Similarly, if you host occasional events, keeping your audience engaged with relevant updates and incentives gives them a reason to come back. 

No matter what product or service you offer, consistent and valuable communication is what keeps customers connected, and this is where it is important you get your email marketing right. 

How to improve your email marketing 

1. Focus on your segmentation 

Effective segmentation is key to taking your audience on a journey with your brand. This involves dividing your contact list into smaller, more targeted groups based on factors such as location, demographics, interests, or past interactions with your brand. 

Accurate segmentation can be the difference between building a positive relationship with a customer and an unsubscribe. If you send relevant and personalised content that shows your audience you understand them, it is a great base to build a trusting relationship. 

Leading back to our previous examples, estate agents shouldn’t just separate buyers, sellers, landlords and tenants. They should also consider subgroups like location, property type or future plans. For example, a landlord who manages their own property should receive very different content from one whose property you manage. 

While it may take time to refine, strong segmentation will ultimately make email marketing a more powerful and profitable part of your strategy. 

2. Define what you want to achieve 

The most effective emails always have a clear purpose, and before hitting send directly into someone’s inbox, you should be asking yourself what you want your messaging to achieve and why you are sending it to this person.

Each email should offer genuine value to your recipient by either giving them valuable information or helping them find a solution to a problem. Whether that is a discount code, a market update, or breaking industry news, your content should make your customers stick around as they see you as a must-subscribe. When your communications are meaningful, you shift from being just another brand in their inbox to becoming a trusted, go-to source.

3. Keep each mailer simple and easy to digest 

One of the most important things you can do with your emails is to keep them simple. We all know how crowded inboxes can get, and no one wants to wade through long paragraphs and unnecessary design to find what really matters.

Keep your emails clear, concise and visually clean by focusing on one key message per email. Your customers don’t need to hear everything at once, and a long-term mailing plan can help you spread out your content strategically. Consistent, bite-sized communication is far more effective than overwhelming your audience with information.

If you are looking to make your email marketing meaningful, get in touch with us today to see how we can help.