Make Money Online EMAIL MARKETING Email Marketing: How Small Changes Can Lead to Great Results

Email Marketing: How Small Changes Can Lead to Great Results

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Businesses, especially small or newly established enterprises often find that marketing their brand can be a full time job. Digital marketing and email marketing in particular provide excellent results for these clients as the solutions they offer are instant, cost-effective and highly effective in terms of return on investment. However, there is always room for improvement and if your company is undertaking its own email marketing that is vital to keep looking at where small tweaks can improve your overall outcome. Even the most time-starved marketers and brands will be able to implement at least some of these small changes; seeing how they impact your marketing strategy.

Pre-header text

The pre-header text is the first line of text to appear after your subscriber has read the subject line. Many marketers get so involved with producing the best possible subject line that they often neglect the text of the email body and the pre-header text. This is however a mistake – if your subject line works by drawing your reader in, the pre-header text and email body must work just as hard – if not harder to retain that attention and to incite action.

Table of contents

A table of contents is another small inclusion to make in your brand’s email newsletter for example It’s a small change but it will help your subscribers find what they’re looking for more easily, which means your specially crafted content gets its time to shine. Anchor linking your table of contents directly to each section of your email or newsletter. This will give you more insight into the most popular content and will provide easier navigation for your readers.

Alt text

Alt text is one of the things that seem like a really small, insignificant piece of text, but it is even more important than you may think. Most email clients automatically turn images “off” which means that subscribers only get to see the beautiful email you have crafted by clicking on the ‘display’ images link. In order to give people a clue about what the images are about, email clients, like websites can display the alt text. If you don’t include alt text you could end up with the email displaying the random file names of the images included which is definitely not ideal. Alt text also assist blind users who use voice technology to read images on the web – so including alt text can give those subscribers an idea of what you are communicating.

Social integration

Social integration in email marketing is almost commonplace by now, but many brands are still not including it in their mailers. This small change can really help your brand boost its social following numbers so always remember to include links to your brand’s active social profiles in your emails. This will eventually lead to more engaged social media fans as well as subscribers who will be more susceptible to your marketing messages.

Special offers

Of course receiving great content and newsletters from your favourite brands is valuable to some subscribers, but the vast majority want to be rewarded for their brand loyalty in the form of special offers. Make a concerted effort to make your subscribers feel special and remember to always personalise by making use of a carefully managed and segmented database. This little change will always produce big results for your brand.

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