As you sit down to brainstorm your next email marketing campaign, you can’t help but feel a mix of excitement and apprehension. Despite your best efforts, it seems like your current efforts aren’t producing the results you hoped for. But you’re still hopeful.
You remember a recent conversation with a colleague who’s been remarkably successful with their email campaigns. They attributed their success to something called the “5 Ts of email marketing:” Tease, Target, Teach, Test, and Track.
Could this be the missing piece in your strategy?
Let’s explore how these principles can help you create valuable experiences for your subscribers and generate ROI for your company.
Table of Contents
- Tease With the Subject Line
- Target Individual Recipients with Personalized Content
- Teach Your Subscribers Something New
- Test Different Elements To See What Works
- Track Your Results
- Other Important Principles in Email Marketing
- Is Email Marketing Still Effective?
- Achieve Email Marketing Success with Campaign Refinery
Tease With the Subject Line
The first T of the 5 ts of email marketing is teasing, which starts with your email subject lines.
Your subject line is the first thing the recipient will see in their inbox, and it helps them decide whether to open the message. A carefully crafted subject line will entice the reader to open the email and interact with it.
Creating an effective subject line is harder than it seems. You should write it in a way that raises the reader’s interest but doesn’t give away too much. Like a movie teaser, your subject line should offer a glance at what’s inside the message without revealing the entire story.
There’s a catch, though. You shouldn’t confuse a catchy subject line with clickbait. Don’t try to tempt the reader with a subject line that has nothing to do with the main content. If the reader doesn’t get what you promised them in the subject line, your reputation and your relationship with them will suffer.
Target Individual Recipients with Personalized Content
The second “T” is for “Targeting.” One of the most appealing benefits of email marketing is that you can avoid generalized content and give each customer what they want. This will increase brand loyalty since it signals to the audience that you care about them.
Tailoring Your Message
Follow these steps if you want to target your audience in an effective way:
- Understand your audience. You can use different methods to learn about your audience’s preferences and interests. Your current customers can give you more information through surveys and polls. Ask detailed questions to gain more insight into what they want.
- Group your customers into segments. Segmentation is crucial in sending targeted emails. After identifying the customers’ needs and interests, assign them to appropriate groups with shared interests.
- Write separate content for each segment. Now that you know what each group wants, it’s easy to craft your content. Prepare the content in a way that adds value to your customers and engages them.
Criteria for Effective Customer Segmentation
The data you’ve gathered will be extremely helpful here.
You can create subscriber segments based on the following criteria:
- Location. Imagine you want to send emails on specific occasions celebrated only in the U.S. Or, you’re offering discounts to your European customers only. In such cases, you need customer segmentation based on location. Sending emails to irrelevant customers will create a mess in their inbox and hurt your relationship with them.
- Behavior. Businesses track their customers’ spending habits to learn about their purchasing behaviors. For example, do they search extensively before making a purchase or jump to the sales page once they visit your website?
- Purchase history. Online businesses rely on their customers’ previous purchases to suggest and upsell related products. You can use the same information to send relevant content to your subscribers.
- Customer journey. You can send different content to your customers depending on their place in the customer journey. For example, if they’re in the brand awareness stage, they need different content from those who’ve already bought several products.
Teach Your Subscribers Something New
The third “T” stands for “Teach.”
Among the wide range of content you can send to your subscribers, educational content is often most appreciated.
Use your campaigns to educate your audience by sending them content that adds value. This way, you can also position yourself as an expert in your industry.
People appreciate valuable content that adds to their knowledge. They’re more likely to share your content in their circles and networks, spreading the word about your brand and promoting you as an industry leader.
The key here is to avoid sounding salesy. Even if you try to sell your product, deliver informative content that leads the reader to believe your product or service can help them. Tips and tricks, how-tos, and guides are the best informative content.
Test Different Elements To See What Works
Email marketing campaigns aren’t one-off initiatives. You should consistently test and refine your efforts to improve your results.
Plus, technology and customer behavior are constantly changing the email marketing landscape. An element that works now might not work in a few months.
Try different combinations of subject lines, texts, sign-offs, CTAs, and designs to see what’s best for your subscribers. If you manage to improve your engagement metrics by one percent every time you make an adjustment, the progress will compound quickly.
A/B testing is a crucial part of this process. Take one segment of your audience and divide it into more sub-segments. Send each sub-segment the same email with one different element. For example, all parts of the email are the same, with different subject lines. After sending the emails, check the performance to see which works better.
Track Your Results
The last T of 5 Ts of email marketing is tracking. And it’s the step that makes your email marketing efforts successful because it gives you actionable data and insights about your campaign’s performance.
You put budget and effort into your email marketing campaign. So, it’s crucial to see if and how it’s working. There are different key metrics to track and check for performance. This table summarizes them.
|Email Marketing Metric
|What It Indicates
|What percentage of your emails were opened?
|What percentage of emails didn’t get delivered?
|What percentage of recipients clicked on the CTA or other links inside the email?
|What percentage of readers completed the action after clicking the CTA?
|What percentage of subscribers decided to opt out of your emails?
|What percentage of recipients reported your emails as spam?
|Social media sharing
|What percentage of your emails were shared or forwarded to social media?
You can’t track your metrics without the right email tracking software. Most email marketing platforms have decent tracking and analytics features. The most basic option is an email tracking pixel that lets you measure open rates.
But to truly understand and optimize your campaigns, you need more advanced tools. These can include features to track click-through rates, identify which links are getting the most engagement, monitor how long recipients spend reading your emails, and analyze the performance of specific segments of your audience.
Other Important Principles in Email Marketing
Email marketing is a multi-faceted venture that requires attention to many details. The foundation of any successful campaign rests on understanding and implementing the five Ts. But you’ll see their real value only if you implement them with the industry’s best practices.
Also note that, while the 5 Ts offer a solid framework, you shouldn’t fixate on them. What truly drives success is a well-structured strategy and effective practices.
These are the best practices that make a difference in your email marketing results.
Email deliverability is the ability to ensure that your emails successfully reach the recipients’ inboxes without being marked as spam or getting lost along the way.
It’s the cornerstone of email marketing because even the most well-crafted email is ineffective if it never reaches its intended audience.
Different factors affect your email deliverability, including:
- Authentication protocols: Implementing SPF, DKIM, and DMARC records helps verify your email authenticity and domain ownership. So, no one can pretend to be you and send spam emails using your name.
- Sender reputation. It refers to how ISPs view you as a sender. Do they consider you trustworthy or a spammer? Your email IP address and your domain make up your sender reputation.
- User engagement: User actions, like marking emails as spam, influence how email providers filter your communications. Conversely, high open and click-through rates indicate good engagement and have a positive impact on deliverability.
Maintaining a clean list is a major part of list management. You need to regularly audit and update your subscriber list to make sure it only contains active and engaged users.
The main culprits contaminating your list are:
- Inactive subscribers,
- Invalid email addresses,
- Duplicate entries,
- Spam traps.
Always be on the lookout for these and remove them using list-cleaning tools.
At Campaign Refinery, we automatically clean your email list at regular intervals every 90 days, a period you can adjust to as short as 30 or as long as 180 days. This way, you won’t have to worry about ruining your reputation by sending emails to non-existing or inactive addresses.
Failing to embrace the mobile can hurt the success of your email marketing campaigns. In 2023, over 50 percent of emails were opened on mobile devices. So, if your content isn’t mobile-optimized, your click-through and conversion rates will suffer.
Mobile-optimized or responsive content automatically adjusts to fit the screen size of various devices. This includes using a readable font size, mobile-friendly layouts, and buttons that are easy to click on a touchscreen.
You should also keep your email content concise and to the point, since lengthy emails can be overwhelming to read on mobile devices.
You should be aware of state and local regulations surrounding email marketing. The CAN-SPAM Act and the GDPR are the most important ones, depending on where your audience is. They set guidelines for different aspects of email marketing, from data processing to opt-out solutions to protect recipients.
Most importantly, your audience should consent to getting emails from your business. Otherwise, the recipients may report you as spam. Double opt-in, along with clear terms of service, ensure you’re not liable if a subscriber complains about getting emails from you.
Is Email Marketing Still Effective?
With the widespread presence of social media in our everyday lives, one may wonder if email marketing is still relevant. The good news is that email marketing is still alive and thriving.
With over 4 billion users worldwide, email is still one of the most viable marketing tools. Besides, most people can now open their emails on their mobile devices, which means higher open rates and click-throughs for responsive emails.
Email marketing has a high ROI, so it’s a profitable marketing tool. Plus, it has other benefits that make it difficult to ignore.
Here’s a table to the key advantages of email marketing, the metrics you can use to gauge success, and the potential obstacles you may encounter.
|Direct communication with audience
|Open rates, Response rates
|Crafting compelling contentAvoiding spam filters
|Measurable results using advanced tracking and analytics
|Open rates, Click-through rates, Conversion rates
|Accurate data analysis,Keeping up with changing technologies
|High return at a lower cost compared to other channels.
|Cost per acquisition, ROI
|Balancing quality and budget, Avoiding overspending
|Increased Website Traffic
|Click-through rate to website, Web traffic analytics
|Creating engaging content that drives clicks, Mobile optimization
|Building brand awareness
|Subscriber growth rate,Engagement metrics
|Consistent brand messaging, Avoiding email fatigue
|Long-term relationships with customers.
|Customer lifetime value, Repeat purchase rate
|Building long-term engagement strategies, Retaining subscribers
Achieve Email Marketing Success with Campaign Refinery
Like many dedicated marketers, you grapple with the challenges of crafting engaging content and driving tangible ROI in your company. It’s a tough job, but it’s rewarding.
And at Campaign Refinery, we’re here to make that job easier and even more rewarding.
Our platform gives the tools and insights you need to go through the 5 Ts of email marketing with unmatched precision:
- Cutting-edge deliverability tools.
- Powerful integrations with popular platforms.
- Supreme gamification features to reward subscribers for their engagement.
- Tag-based segmentation for precise audience targeting and personalization.
Ready to refine your approach and see real results?
Apply to join us and start crafting more impactful email campaigns today!