Email Campaign Optimisation: How to Improve Open and Click-Through Rates

In today's fast-paced digital landscape, email marketing remains a powerful tool to engage with your audience. However, simply sending out emails is no longer enough to guarantee success. To truly make an impact and achieve your marketing goals, you need to optimise your campaigns with the help of email analytics.

So, join us as we chat about how you can get started with email campaign optimisation and achieve more engagement from your subscribers.

How to Use Data to Create Personalised Email Campaigns

Once you’ve collected your data, you can use it to create buyer personas. These are fictional representations of your ideal customer that help you understand your customer’s needs, pain points, motivations, and expectations. To create these personas, you can conduct surveys, interviews, focus groups or use online tools such as HubSpot.

With these buyer personas, you can map the customer journey from the point of first contact with your brand to the final purchase and beyond. This allows you to identify the best moments and channels to send personalised email campaigns that match your customers’ needs.

Once you have an insight into your customers’ needs and journey, you can start putting together relevant, engaging email content.

Segmentation is also a powerful tool for creating personalised email campaigns. Segmentation involves splitting your email subscribers into smaller groups based on their characteristics, preferences, and behaviour. You can then tailor your email campaigns to suit the needs of each segment, increasing the chances of them engaging with your emails.

Crafting Subject Lines That Get Your Emails Opened

Successful email subject lines capture the attention of your audience and encourage them to open your email. Personalising your subject lines is an effective way to engage your audience. You can do this by using merge tags to include the recipient’s name or location.

Personalisation increases open rates and is especially effective when combined with targeted automations such as birthday deals and post-purchase follow-ups.

A good subject line is short and to the point but also communicates what benefits you’re offering your customers. It’s best to keep your subject lines under 9 words and 60 characters. Try to avoid overdoing it on the punctuation, too, as too many punctuation marks can make an email appear like spam.

Using your email subject line to create urgency will also help increase your engagement as many people prioritise the emails in their inbox by time sensitivity. Keep in mind though that sending emails with urgent subject lines too often may annoy your prospect and make them more likely to ignore your email or unsubscribe altogether.

To get started with engaging email campaigns that will boost your open and click-through rates, check out our digital services or get in touch with us at hello@omdigigroup.com.