Email marketing is everywhere, and everyone is doing it. But, just because it’s so popular doesn’t mean it’s an easy thing to do. We’ve all struggled with unopened emails and low click-through rates right?
This doesn’t mean we’re bad at email marketing, it just means we need to revise and optimize our emails which is exactly what Becs Rivett-Kemm is here to teach us today.
Becs Rivett-Kemm has been doing email marketing for eight years. She is a full-time freelancer and has her own site, Rivett-Kemm Consulting – and she knows it all. She can code, she can design, she can do segmentation, and she can track.
In this interview, she’ll tell you plenty of small hacks you can implement to help you get your emails up to date and read.
Email marketing has come a long way since it emerged ages ago. Today, Becs says we are starting to see more personalized emails, more targeted content, and more people pushing the limits of what can be done, including check boxes and slideshows.
She mentioned Justin from FreshInbox, and said that he has really blown her away when it comes to getting creative with emails.
Here are the major takeaways from the Becs Rivett-Kemm interview
- Use the different helpful tools available out there
- Do not buy data – give your visitors a good reason to sign up instead
- Offer potential unsubscribers the opportunity to opt-down – meaning you will send fewer emails. That can make them stay – especially if you target and personalize your content
Send powerful high-impact emails
There are many things to keep in mind when creating the perfect email. Luckily we’ve boiled this post down to a simple checklist that you can get right here. Download it and become an email champion today.
What to gain from email marketing
According to Becs: everything! The facts are out here: email marketing is fundamental to the ecommerce world as ecommerce and emails go hand in hand. It has the highest ROI of any marketing channel (Calculate your Email Marketing ROI here). There is basically no good reason not to do email marketing.
How to collect more leads
First of all, don’t buy data. It is never going to work as well as if you build your own list from scratch. It is much better if you collect your leads in a genuine way and on your own site.
So how do you do that?
It is a fantastic idea to offer people incentives to sign up such as competitions, discounts, ebooks, and vouchers. You can offer these incentives in a popup on your site.
Becs has seen a lot of bad popups out there, so even though they can be effective, they have to be used in the right way. Time your popup well and try using a popup with exit-intent to make the visitor aware of your incentives before they leave your site.
Becs’ favorite tools
Luckily, there are plenty of tools out there to help you out. Becs mentioned two tools that she really loves.
How to avoid unsubscribers
We might not be able to avoid them completely, but there is a way to lower the number of unsubscribers.
Becs points out that by using an opt-down option when people subscribe to the newsletter, you have a higher probability of keeping your subscribers. In the opt-down menu, people choose what their interests are, and then only receive emails that are relevant to them. Thus decreasing the possibility of them unsubscribing because they get too many irrelevant emails.
If you have inactive subscribers who don’t open your emails at all, start sending them fewer emails and see if the lower rate helps. If it doesn’t, send them an email with a subject line similar to “Do you still want to hear from us?” and add a yes and a no option. That way you can keep your email list relevant and packed with active receivers.
Creating the perfect email
The first thing the receivers are going to notice is the subject line, so you want to keep that neat. Hear Becs’ best tips for an effective subject line:
Becs points out that emojis can be used to make the message clearer or to support the message, but they should never replace words. Be aware that some email clients don’t support emojis or show them differently from how you might see them.
The sender name should always be your own name. You can include the company name, for example, “From Becs @ Rivett-Kemm Consulting.” If the company is smaller and you have a lot of customer contact, it makes it even more personal just to have your own name as the sender.
When it comes to the content, it is tricky to define one good way of doing it. Becs has tested out a lot of different ways of doing content, and here are her findings:
Plain text is often seen as the most personal way to do emails, but the brand identity disappears, and quite frankly, it doesn’t look very nice. According to Becs, you should stick to HTML and keep it simple.
The new black – GIFs
GIFs have their place, but Becs made it clear that they have to be used correctly and be appropriate for your brand. Even though they are very cool, they are not right for everyone. Also, keep in mind that GIFs aren’t supported by all email clients, so they might only show the first frame – therefore, make sure the first frame contains your message.
Becs recommended the tool Ezgif, which lets you do whatever you want with the GIFs, including shrinking their size and removing frames. If you are more into traditional images, you need to watch the file size.
The tone of voice – formal or funky?
Once you have your email list sorted and the message all done, you need to figure out how you are going to address your sender – are you going to be formal, or are you going to be fresh and young?
Listen to what Becs recommends when it comes to tone-of-voice:
Favorite email marketing trick
Everyone loves a good email marketing trick, and Becs mentioned one I have never heard of before!
She is into coding and making sure everything works and found this method of coding that enables you to stack emails in the Gmail app without using media inquiries to enhance the email. Normally, if the emails stack, the email will be small, but using this tool, it will be full width. Fabio from MailChimp mentioned it at a conference, and it can be downloaded from GitHub.
The future of email marketing
In the future, Becs hopes to see more features that are exclusive to the internet, available for emails, an easier and better way to target, and tools that are more accessible and affordable for people with smaller budgets as that would allow everyone to become a better email marketer.
Becs sure provided a bunch of precious tools but also a range of excellent how-tos on email marketing. She kept reminding me that everything depends on your industry and your brand. That means you have to find your own way of doing things and stay on top of your email list, always keeping it relevant as email marketing is still the supreme way of doing marketing.