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Pro Email Marketing Tips, Tools & Strategies (Get to know the 5 T's of Email Marketing)

Updated: Dec 18, 2022

Email marketing is the most effective way to reach your customers. It's a personal channel, meaning you can speak directly to your audience in a way that other mediums simply cannot match. But that doesn't mean it's easy—there are many factors to consider when crafting an email campaign, including subject lines and content. If you're ready to take your email marketing efforts to the next level (and see some results!), check out these pro tips for getting started:

Woman at computer

5 T's of Email Marketing

Let's first start with the 5 Ts of email marketing that can help guide your efforts:

  1. Targeting: The first T is all about targeting the right audience for your email campaign. This means segmenting your email list based on factors such as demographics, interests, and past behavior. By targeting your emails to the right people, you'll be more likely to see higher open and click-through rates.

  2. Timing: Timing is also important when it comes to email marketing. Consider the time of day and day of the week that your emails are sent, as well as the frequency of your emails. You want to send emails at a time when your audience is most likely to be checking their inbox, and not send emails so frequently that they become annoying or overwhelming.

  3. Testing: Testing is an essential part of any email marketing campaign. This means trying out different subject lines, email layouts, and calls to action to see which ones perform the best. By regularly testing and analyzing your results, you can continually improve the effectiveness of your email marketing efforts.

  4. Triggers: Triggers are automated emails that are sent in response to specific actions taken by the recipient. For example, you might set up a trigger to send a welcome email to new subscribers, or a abandoned cart email to customers who have added items to their cart but not completed their purchase. Triggers can be a powerful way to engage with your audience and drive conversions.

  5. Tracking: The final T is all about tracking and measuring the success of your email marketing efforts. This means setting up analytics and tracking tools to measure metrics such as open rates, click-through rates, and conversion rates. By tracking these metrics, you can identify areas for improvement and optimize your email marketing strategy.

Overall, the 5 Ts of email marketing – targeting, timing, testing, triggers, and tracking – are all key factors to consider when planning and executing an email marketing campaign. By following these best practices, you can increase the effectiveness of your emails and drive better results for your business.

Let's dig into each one:

1) Targeting - Know Your Customer Segments

Segmentation is a strategy that allows you to target your audience with more precision and relevance. When you have a better idea of who your customers are and what they need, it becomes much easier to send the right message to the right person at the right time. This will help you optimize your email marketing efforts and keep them from being diluted across too many platforms or audiences. Segmentation is key in any successful email marketing strategy, but don't be fooled into thinking it's all about identifying demographics like age group or location—you'll want to look beyond these standard variables into deeper facets of customer behavior as well, such as how much money they spend on products in certain categories (e-commerce), how often they visit particular websites (SEO), what types of offers their behaviors indicate interest in receiving (behavioral).

How to segment your list: Always ensure you are only emailing people who have subscribed to receive marketing from you. Be sure you understand the rules for your country. Thankfully, since CASL requirements have been in place a while in Canada, most platforms have unsubscribe buttons built-in to the footer of the emails.

2) Timing - Send Emails at the Right Time & Frequency

You should also make sure you send your emails at the right time. It isn't necessary to send an email every day, but it is important to ensure that people are not receiving multiple emails from you in a short period of time.

  • It's also important for marketers to consider their audience when sending out marketing campaigns. If a consumer has purchased something from your company recently, then they may not be interested in purchasing again just yet. This means marketers should plan ahead and schedule their next email campaign so it arrives at a time when consumers are likely looking for new products or services.

Good times to send emails include:

  • Monday morning (when people have just returned from the weekend)

  • Afternoon (when people have finished work)

  • Friday afternoon (before everyone heads home for the weekend)

3) Testing

By testing certain elements of your email you can focus on increasing open and click-through rates over time. For example, you can create 2 emails, each with a different subject line with the goal to increase open rates. See the diagram below.

TIP: When A/B testing, be sure you are only changing 1 thing in the second email. If you change 2+ things or you’ll never know metric what drove the higher response.

Testing Subject Lines

You have only a few seconds to make a lasting impression. If you don't capture your reader's attention in the first few sentences, you may not get another chance. Make sure your subject line is relevant to what they are looking for and enticing enough that they can't help but open it up and read on.

  • Keep it Short and Sweet: Short subject lines tend to get more opens, especially when targeted at mobile devices where the character limit is limited. Try using one word or phrase here, but keep it relevant so people will open it up!

  • Be Descriptive: This is not a place for a brand tagline. You are at the intent or acquisition stage so your copy should be clear and to the point, speak to an offer or deadline. Avoid catchy phrases. Use compelling words like "Today" or "This weekend": Subject lines that contain an action word encourage readers to take action now instead of later when they're ready (like tomorrow).

  • Personalize Them!: Don't use "Dear [first name],", manually write out each person's name if possible (or use their email address) in order to increase engagement rates by making prospects feel special!

  • Avoid Too Much Punctuation: Do not use repeating punctuation and try to avoid too much punctuation. People are scanning your email on their mobile phones and the words you use are far more important than an exclamation point.

  • Avoid Spam Words: Use this email subject line checker from Omnisend to test your subject line. Avoid words like 'free', 'money', 'help' etc. These words could get you automatically sent to the spam folder in your recipient's inbox.

Preview Text Test

This is another area that is so often forgotten about. The Preview copy is a way to provide a teaser to what the email is about. Be sure you keep it short since most people are viewing your email on their mobile devices.

Test Your Layout - Make Scannable & Interactive

A scannable email makes it easy for your subscribers to absorb the information you're sending them. Make your content scannable by using headings, bold text, and lists. For example: "3 Reasons to Sign Up Today" and "1. Get access." Test a new element each time you send out an email to optimize for clicks. See below for some common tests you can try:

Test Logo Placement

Consider including your logo at the top of the email as a best practice. It reminds clients who the email is from and increases brand recall. You can also test different placements to see what works best for your brand.

Test the Email Copy

When writing your email check what others are doing in your industry. A fantastic site to check for email examples is Really Good Emails. For any email you create be sure to:

  • Write a strong opening to get their attention. Keep your client’s mindset in mind. You want to get their attention right away with copy that speaks to their needs.

  • Get to the point ASAP. No one wants to read a long-winded email. Keep your email short and sweet.

  • Keep the copy focused on the benefits. If you’re ever struggling with this – use the RTB template below. It helps turn product features, and into benefits. I call them RTBs (Reasons to Buy):

How to Write Reasons to Buy (RTBs)

  • Define the top 3 features you might want to highlight. Be sure these are the features that drive customers to purchase your product.

  • Describe how the features benefit your target client.

  • Highlight why this benefit is different or better.

  • Choose 1 or 2 benefits to focus on in your email.

Call to Action Test

  • Place the call-to-action (CTA) at the top & bottom. Ensuring people know what to do next is critical. Keep your call to action short and sweet and highly visible. And if your CTA is an image be sure you have an alt tag set up.

  • If you have a call to action be sure you have things set up on the other end when your email is sent out. If it's a phone number, your staff answering the phone should be aware of how to speak to this offer, or at the very least know the email was sent out. If it's a URL be sure your landing page aligns with the email.

Offer Test

  • Ensure the offer is easy to understand. Your offer shouldn’t be complicated. Having too many complicated steps will turn people away. As well if you have too many options, people will avoid making a decision.

  • Test different types of offers to see which one drives sales. You could test a % discount vs a BOGO offer.

  • Always ensure it has a an date to drive action.

Test - images vs copy only

Some emails only have images; some emails have a mix of images and copy, and some emails have copy only. Do what works best for your brand but remember, over 50% of emails are opened on a mobile phone with the images turned off. So, if your offer and CTA are in the image only with no alt tags, someone might open their email and only see a fairly blank screen versus what you intended. See below for a recent email I received with images turned off and once I downloaded them.

Over 50% of emails are opened on a mobile phone with the images turned off.