Email marketing is alive and well and remains one of the most cost-effective ways to engage with your customers.
But simply blasting out emails and hoping for the best doesn’t cut it anymore.
If you want to stand out in today’s crowded inbox, you need to be more strategic.
It all starts with personalisation.
We’ve all seen emails that start with, “Hi [First Name],” and while that’s a nice touch, real personalisation goes beyond just adding a name. If you’re not tailoring your content to your audience’s preferences, you’re missing a huge opportunity to connect.
Think about it: if someone’s previously bought Shiraz from your winery, they’re much more likely to be interested in the next vintage release, instead of a newsletter about Moscato.
By collecting data on your subscribers – what they’ve bought or the type of content they engage with – you can deliver targeted emails that feel like helpful advice rather than generic marketing.
Personalisation is powerful, but to really level up, you need segmentation. Instead of treating your email list as one group, break it into smaller segments based on demographics, behaviour or purchase history.
This lets you send more relevant emails, leading to higher open and click-through rates.
For instance, why send the same message to both frequent buyers and once-a-year customers?
Target each group with offers and content that speak directly to their needs.
Even simple segmentation, like tailoring emails to casual sippers versus hardcore enthusiasts, can work wonders.
None of this matters if your readers don’t take action, which is why your call-to-action (CTA) is crucial.
Your email’s goal is to guide your audience toward doing something – whether it’s making a purchase, reading an article or signing up for an event.
Your CTA should be clear, direct and enticing.
Use value-driven CTAs like ‘grab your exclusive discount’ or ‘claim your spot at the event’.
Ensure your CTA stands out visually – use buttons instead of links and place them where they’ll be seen, like at the top or near the end.
The easier you make it for your readers to act, the better your results.
Best practice design also plays a key role in making your emails drive engagement.
Aim for clean, simple layouts that are easy on the eyes and quick to navigate.
Avoid clutter and stick to a single-column layout to ensure your emails display well on both desktop and mobile.
Include white space
to guide your reader’s attention to key elements like images and CTAs.
Speaking of images, always use alt text for all visuals.
Not only does this help if images don’t load, but it’s also important for accessibility.
Imagine your subscriber reading your email without seeing your product image – without alt text, they’d be left guessing.
Descriptive alt text ensures your message comes across even if images fail to load or when using screen readers.
Let’s not forget engaging content.
Even the best-designed email will fall flat if the content isn’t compelling.
Your readers’ inboxes are overflowing, so you need to grab attention quickly with copy and visuals that reflect your brand’s voice.
Whether you’re sharing tips, promoting a new wine release or offering exclusive discounts, ensure your content is relevant and provides value.
Keep paragraphs short and punchy, and break up text with images or icons to keep things visually interesting.
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