Your brand can engage customers, grow website traffic, and convert promising leads – all from the comfort of your customers’ inboxes. Email marketing has the highest conversion rate of any online

marketing technique, which means adding email to your marketing strategy, can have an oversized effect on revenue.

With conversion rates as high as 10 percent, email is a powerful way to engage customers. For email marketing to be effective, however, it needs to be done right. Before you press send, make sure your email content includes these five hacks:

1. Send the email to the right person

Even the best email content won’t engage the wrong recipient. Make sure every subscriber receives content that is relevant, timely, and actionable by segmenting your email list into groups based on purchase history, browsing history, and demographics like location and gender. About one in three businesses promote local events, like seasonal sales or store openings, with emails segmented by location.

2. Create Content for People on Mobile

People use a mobile device to check their email about 50 percent of the time. Skip responsive email themes, which add a layer of complexity to content creation, and, instead, create all your content for mobile. You have nothing to lose by optimizing everything, since clear images, short paragraphs, and succinct messaging work just as well on desktop.

3. Personalize Emails

Subscribers are 26 percent more likely to open an email with a personalized subject line. Simple personalization techniques, like adding your subscriber’s name to your welcome message, have a measurable effect on email open rates. More complex personalization techniques, like personalized product recommendations, can have a direct effect on conversion and customer retention rates as well.

4. Use Analytics

Email marketing software puts useful analytics – including information about who opens your emails, what devices they use, and which offers they redeem – at your fingertips. Use this information to segment your email list into groups based on customer behavior. This information can also help you create better email content. A/B testing, for example, will help you discover which content strategies your subscribers respond most positively to.

5. Boost Sales by Combining Email and Promotions

Like all content marketing, email marketing sometimes takes time. Not everyone who subscribes to your email list is ready to make a purchase right away. A promotion, however, can inspire passive subscribers to take immediate action. Emails that include information about ongoing promotions are up to five times more effective than other marketing emails.

Don’t leave email on the table. Take the fast track to an easy, effective email marketing strategy by utilizing these five hacks. To make email an essential part of your integrated marketing strategy, contact the marketing experts at Venator.