5 Trade Secrets That Will Improve Your Email Marketing

Email marketing is one of the most powerful ways small businesses can build relationships and grow. 76% of marketers use email more today than they did three years ago (HubSpot). This is hardly surprising, given the fact that email provides the most direct line of communication for conversion to sales. What’s more, it’s incredibly cost effective, with an ROI of around 4,300%, according to the Direct Marketing Association.

So, what’s the secret to getting your messages opened, read and shared with others?

Here are 5 trade tips to help you out:

1. Segment your database

The last thing people want is to have their time wasted by information they’re not interested in. It’s worth taking the time to segment your database and send relevant, targeted information to groups of people.

2. Carefully consider your subject line

The most common mistake people make is to spend lots of time on the email itself and then throw together a last-minute subject line. However, if no one opens your email it doesn’t matter what it says inside. Entice your recipient in the same way you would with an advertising headline.

3. Reward your readers

Once people have opened your email give them a reason to engage with you. How do you do this? By giving them something in return, such as a useful tip or link to a relevant guide or ebook.

4. Communicate the benefits

Don’t fall into the trap of headlining your product features. Instead, focus on the benefits that can be gained by working with you – always tell the recipient what’s in it for them.

5. Time your messages

Getting the timing right is crucial to your success. Saturday has the highest click-through rate at over 9%; 6am attracts the highest click-through rate of any hour, and most unsubscriptions take place on Tuesdays. The trends may be different for your industry, so experiment to find out what gives you the best results.

Effective email marketing is just one aspect of digital marketing. Once your prospects have clicked through to your website you need to provide them with the right information, in the rightway in order to convert them.


By Tim Witcherley, Cognition Agency

You can get more tips on digital marketing by downloading Cognition’s free eguide, Making The Most Of Online Channels To Generate Leads

Cognition is a full-service marketing agency and a Funding Circle borrower. It’s known for its commercial approach, linking marketing activity to revenue and growth.

If you’re interested in taking out a Funding Circle business loan to improve your email marketing, you can apply online at anytime.

Jack Pritchett

Senior Communications Manager


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