Email optimisation could be something as simple as creating a more attention-grabbing subject line, for example:
Subject: Don’t forget about our summer sale! could be optimised to drive engagement and become Subject: Sale ends at midnight - order now for 20% off! which has a sense of urgency and gives instructions so the recipient knows exactly what to do and when to do it by.
The changes you can make aren’t always this obvious. It could be the design, the content, the tone of voice used, the date and time emails are sent, effective segmentation… the list goes on. And we’ll cover some of the biggest optimisations you can make below.
Why is it so important?
Email marketing is one of the best ways for your brand to keep in touch with loyal customers who have specifically opted in to receive communication from you. Email optimisation ensures those customers remain loyal so you can continue to grow your email list, decrease the number of unsubscribes, and increase your engagement, click-throughs and conversions.
Data shows that customers read brand emails for just 10 seconds, so you have to draw your customers in and show them the kind of content that interests them. And you’re only going to do that through regular optimisation.