How to level up your emailing game
Email should be a HUGE part of your business! And if it’s not, get it moved to the top of that list, especially at this time of year before Q4 hits.
So why are emails so important for your business? I could rattle off 100’s but to keep it short…
They keep you connected to your customers , allowing you to nurture them to buy whilst allowing them to get to know, like and trust you. It’s like a bit of a long dating game. And just like dating, once you get past the looks it’s the content that kills it. Poorly thought out emails are not going to grab anyone's attention. They’re also going to give off ‘I can’t be arsed’ vibes and that’s not good. Think about it…when you receive an email which ones keep you hooked?Which ones make you click and which do you delete without even opening.
Before I even get into this, one hugely important thing we all forget to do is this…
Pay attention to your own behaviour. You’re a customer too (I bet) to 10’s of other brands, try and be aware of what you react to and then analyse those emails, what is the thing that hooks you
Here’s some thing I would make an absolute MUST for your emails to really level them up:
1.Make sure your abandoned basket flow sends an initial email within the hour MAX
This is crucial and I see so many get it wrong - you need to capitalise on the customer's immediate interest. Now obviously there is some differences to be observed within various sections, for example low priced items versus high, but generally a quick follow ups can go a long way to recover lost sales. Remind customers of their intent, and reduce the chances of them going elsewhere. It’s a really simple way to boost conversion rates and increase revenue so don’t let it slip.
2. Import your font and brand colours
This might seem like a simple thing but it’s my absolute pet hate! A miss match of font, any old colours and those big ugly blue Klaviyo buttons!!! I can’t stand it! Keeping your font and colour consistent between your website and emails reinforces brand identity, ensures a professional appearance, and builds trust with your customers. Any why? Because it’s consistent visually and we all LOVE consistency. It makes your brand more recognisable and memorable and it provides a seamless experience across all customer touchpoints. Take a look at your favourite brands and compare their emails to their website - consistency is key! Don’t be the one sending sloppy emails.
3. Turn off double opt in
Another pet peave. Yes ok, keeping double opt in on is advised and it can increase open rates overall as more emails end up in inboxes rather than junk etc. But turning off double opt-in simplifies the signup process and customers like simple. I like simple and I’m sure you do too? It leads to more subscribers and a faster list growth. It hugely reduces friction, making it easier for potential customers to join your mailing list, which of course overall increases engagement and potential sales.
Why don’t you try asking a question in the first email of your welcome flow? Ask something on brand and get them to reply to the email. Yes ok you’ll get an increase in your email traffic but you don’t need to reply to them all. But the plus side is you’ll increase the preference email providers have for your domain and as people reply it’ll consider your mail to fall outside of the spam category and ta-da, your open rates should be maintained (as long as don’t F it up with future campaigns etc).
4. Change the “from” to your name
For important and ‘pay attention’ emails, change the "from" in your email to your name as the founder. This personalises the communication, builds trust, and strengthens the connection with your customers. It shows that the message is coming directly from the top, adding credibility and making customers feel valued and more likely to engage. HOWEVER, don’t do this too frequently as this can dilute the impact and make it seem less genuine.
Reserve it for the important bits or a certain style of campaign. For example, I have clients who do it once a month and this works. Your customers are much more likely to open it too. Have a test of it yourself and see the difference in your email metrics.
5. Cleanse your list
Depending on your business buying cycle, get rid of anyone who hasn’t engaged in 12 months. This will improve deliverability and enhance engagement rates. Keeping an active list ensures emails reach interested recipients, which can lead to better open rates and conversions. It also helps maintain a positive sender reputation with email providers and that’s super important.
It also can save you money and that’s a bonus not to be sniffed at.
Making sure you regularly check your list health as well as giving lapsed customers the chance to re-engage should be business as usual.
6. Try out new subject lines
Trying new subject lines in your emails can really boost those open rates. It also keeps things fresh and interesting - rather than your customers seeing the same stuff time and time again. Testing is key and each audience will go for different things so changing things up will allow you to really test what works.
The more people you get inside of your emails the more will end up on the website, the more will end up in your abandoned flows and the more that will convert. Remember this when you’re giving your subject line and preview text no thought!
I don’t know about you but I will delete an email without even opening it if the subject line does not grab me - think about what gets your attention when you receive emails from your favourite brands. It’s a good idea to keep an album on your phone or in your notes for future reference.
7. Send more than one email for a promo or launch
Oh those solo senders…where are you? This one is for you! When you have a promotion to shout about or a launch you want to go off with a bang, you HAVE to send more than one email! Remember not everyone sees everything and even if they do they often need showing and telling more than once. Making sure you chase every sale is vital your campaign success.
Multiple emails can also help to build anticipation, act as reminders, and address different aspects of the promo or launch, leading to higher engagement and better conversion rates. It allows you to talk about more things and really nurture that sale.
Now what this doesn’t mean is just blasting your entire list all the time with every email - that’s a no go. But you can segment based on behaviour (such as times on site) and target these people directly.
8. Send out a business questionnaire
Questionnaires will provide you with super valuable insights into your customer preferences, needs, as well as their satisfaction levels - even when you don’t want to hear it. This feedback can guide product development, improve customer service, and refine your marketing strategy going forward.
Engaging customers through questionnaires also shows that you value their opinions, which can strengthen that relationship as well as their loyalty. And not only that, it allows you to get to know them better too.
Now is a great time to do this exercise before you’re knee deep in Q4. Who knows what it may throw up - and it might be something you can change in your business before you enter into those big months.
And here’s a few things NOT to do…
Don't send to your entire list, use segments to your advantage and personalise your emails. If you haven’t already listened I did a whole episode of my podcast on this topic alone (it’s S1 Ep1 if you want to listen).
Don’t worry about the unsubscribers, easier said than done, I know. But you’ll get them and that’s fine.
Don’t set and leave your images, make sure they are seasonally relevant and you have calendar reminders to go in and change them up.
So what to do next?
Commit half an hour each day to start going through your emails to make sure they’re optimised for conversion. The rewards can be great so don’t ignore them.
Cleanse that email list - this is a top priority if you’ve not already done it.
Sign up to some of the brands you love and make notes on their email patterns. What did you like? What weren’t you keen on? What grabbed your attention? What had you heading to their website?
I hope in the last 5 minutes I’ve helped you in at least one way…Happy Emailing!