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3 Steps to Better, More Valuable Emails

From a tactical sense, there are three major components that businesses can include into their plan to create stronger, more successful emails.

1. Personalization

Personalization entails sending emails that are highly relevant, timely, and tailored to the recipient. It’s time to consider how you might use subscriber data to send more targeted and dynamic emails. You may exploit extensive customer profiles and develop customer journeys based on data points like as prior purchases, customer behaviors, birthdays, and so on by combining your CRM and e-commerce data with your email campaigns, for example. Converse is a wonderful illustration of this, since customization is incorporated in their topic lines.

Converse Subject line personalization

2. Feedback

The greatest method to learn what a subscriber wants and needs from you is to get direct input from the source on a regular basis. With the aid of surveys, you can learn what works and what doesn’t in your email strategy, and you can use the data you’ve gathered to write more relevant emails in the future. Dropbox excels at this:

Dropbox feedback email

3. Format accordingly

Understanding how your subscribers like to read and digest your emails—and then designing accordingly—is critical. Remember that 63% of email consumers now open from a mobile device, thus mobile-friendly email designs are essential. Tools like Litmus make it easier than ever to test your email in multiple email clients and on different devices.

Note: It’s also a good idea to think about the rhythm of your emails when discussing how to improve your email efforts. Choosing a quality over quantity strategy to send cadence improves brand reputation and may lead to improved campaign deliverability overall.

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Wrap up

It’s time to rethink your email strategy and develop one that increases value and relevance for every subscriber. Use each touchpoint to engage your subscribers in meaningful ways. That is how you will stand out in a world where their subscribers get hundreds of emails every day.