It doesn’t matter if you’re sending out appeals, you’re campaigning or just touching base with a newsletter, your emails can always be better and improving email performance should be a never ending pursuit. What can you do to increase that open rate by a further few %? How can you boost your click rates that little bit extra? Marginal gains all add up, especially in our sector, so here’s a quick look at a few small things that can make all the difference when it comes to maximising your potential and improving email performance.
Whether it be simple dynamic content or more in depth personalisation, the benefits of carefully tailoring your emails with dynamic content can be staggering. Start with the subject line – refer to your supporters by name or reference the specific cause they’re involved. Catch their attention and get them to open your email. Once they’re in, again, greet them by name and tailor your content to each person. The changes don’t have to be huge, just small variations or details unique to them, their actions or their cause. This will humanise your brand and make your supporters feel more valued. You want them to look forward to opening your next email. Copper can introduce dynamic content to your communications and help you grow affinity between you and your supporters.
Your supporters now access their emails across multiple devices and use a variety of different providers. Global email opens are split fairly equally between Desktop (37%), Webmail (30%) and Mobile (33%) so you need to make sure you cover all the bases. Your templates have to render and function correctly for everyone. If your content doesn’t load properly, it won’t have the same impact. If your CTA button doesn’t show up then it’s not much use. There are lots of fantastic tools out there to help preview and test your emails. Fixing code when things don’t work however is one of the most time-consuming aspects of email marketing so getting things right first time is important. Copper has a great deal of experience in building and testing robust and responsive email templates.
The best email in the world is no good if it bounces. If you send your emails to people that aren’t interested they’ll just get ignored. If they’re not opened, marked as spam or you see lots of unsubscribes, red flags get raised with service providers. When this happens it will begin to affect your sender score and the overall deliverability of your emails. Worst case scenario, you ultimately see your domain blocked by spam filters. The primary objective of list hygiene is to ensure that your emails receive optimal engagement and conversion rates. Make sure you monitor and track audience behaviour over time and keep track of bounce rates and unsubscribes. Periodically re-engage your supporters and allow them to control their own preferences. Even the most active subscribers can lose interest over time.
Get in touch
Speak to us if you’re interested in improving email performance. Copper can create responsive email templates and help introduce dynamic content to satisfy your supporters and can optimise your send list to make sure you’re maximising engagement and conversions.