Mastering email marketing like a pro!

From snappy subject lines to personalised content, we'll hook your audience in...

Ever poured your heart into an email campaign, hit send, and then... crickets? 

I’ve sent hundreds of email campaigns on behalf of fabulous clients and to my own email list. Let me tell you, they work, it build trust and it can be just the prompt that a reader needs to contact you. 

Crafting emails that actually get opened and read is a skill, a bit like perfecting your pavlova recipe - it takes strategy, testing, and knowing your audience.

So, if you're feeling overwhelmed by email marketing, don't stress! Let's dive into the secrets of crafting emails that people actually want to engage with.

How to Hook Your Audience with Every Email

1. Nail the Subject Line Your Email's First Impression

Think of your subject line as the "you are going to want to read this" of your email. It's that first impression that either grabs attention or gets lost in the inbox abyss. Studies show a whopping 64% of recipients decide to open an email based on the subject line alone (OptinMonster, 2024). So, keep it short, intriguing, and highlight a clear benefit.

🚀 Example "{First Name}, Snag These 5 Game-Changing Canva Tips!"

Not sure what works best? A/B testing is your bestie! Send different versions to small groups and see which gets the most opens

2. Don't Ignore the Pre-Header That’s Your Secret Weapon

The pre-header is that sneaky snippet of text you see below the subject line. It's like the little wink after a good joke. Most people overlook it, but it's prime real estate to reinforce your subject line and tease what's inside. Think of it as the trailer to your email's blockbuster.

🎬 Example "Hacks to create stunning designs in minutes."

3. Make It Easy to Skim Because No One Reads Everything

Let's be honest, we're all time-poor. Research from Litmus (2024) shows the average time spent reading an email is a mere 9 seconds. If your email looks like a novel, people will bail faster than a kookaburra spots a sausage sizzle.

Make your emails scannable with:

✅ Short paragraphs

✅ Bullet points

✅ Bold or highlighted key points

✅ Clear headers

The easier your email is to digest, the more likely your audience will stick around.

4. Offer Exclusive Value and Give a reason to Stay Subscribed

Your subscribers handed over their email address for a reason, so don't let them regret it! The best way to keep them hooked is to offer value they can't find elsewhere.

💡 Ideas to add value

• Early access to products or sales

• Exclusive discounts or freebies

• Industry insights or tips

• Behind-the-scenes content

People love feeling like they're part of an exclusive club, so make your subscribers feel special!

5. Don't Spam, More Isn't Always Better

We all know that one brand that floods our inbox. The result? Unsubscribe or, worse, marked as spam. HubSpot (2024) found that 78% of consumers unsubscribe because brands email too often. Ouch!

Instead of bombarding your audience, aim for a consistent but reasonable schedule. Weekly, fortnightly, monthly whatever it is, set expectations and stick to them.

📅 Best Practices

• Tell subscribers how often you'll email them when they sign up.

• Only send emails when you have something valuable to share.

• Use segmentation to send subscribers only relevant content.

6. Send Emails When People Are Actually Checking Their Inbox

Timing is everything, like catching the perfect wave. The best time to send an email depends on your audience, but general trends can guide you.

📊 2024 Best Email Timing Data (Campaign Monitor)

• Best Open Rates Tuesdays at 10 AM

• Best Click-Through Rates Thursdays at 2 PM

• Worst Times Weekends and after 7 PM

But remember, every audience is unique. Experiment with different times and track your results.

7. Test and Analyse to Improve Long-Term Success

No marketing strategy is ever perfect from the get-go. The best email marketers are always testing and tweaking.

📌 What to A/B Test

• Subject lines

• Sending times

• Email length

• Call-to-action (CTA) placement and wording

• Personalisation (e.g., using their name or location)

Use analytics tools to monitor open rates, click-through rates, and conversion rates. If something isn't working, tweak and try again!

8. Personalise, Personalise, Personalise!

Imagine getting an email that feels like it was written just for you. That's the power of personalisation. Using your subscriber's name is just the tip of the iceberg. Segment your audience based on their interests, behaviours, and demographics to send targeted, relevant content.

🎯 Example: If you're selling gardening supplies, send emails about rose care to those who've shown interest in roses.

9. Use Strong Calls-to-Action (CTAs)

Your email should have a clear purpose. What do you want your subscribers to do? Read a blog post? Buy a product? Sign up for a webinar? Make sure your CTA is clear, concise, and compelling.

💪 Examples: "Shop Now," "Read the Full Story," "Join the Free Webinar."

10. Tell a Story

People love stories. They're engaging, memorable, and build connection. Instead of just listing features and benefits, weave them into a narrative that resonates with your audience.

📖 Example: Share a customer success story, a behind-the-scenes glimpse into your business, or a personal anecdote that relates to your product or service.

11. Keep it Visual

A picture tells a thousand words, right? Break up text with eye-catching visuals. Use high-quality images, GIFs, or videos to make your emails more engaging.

🖼️ Tip: Ensure your images are optimised for mobile and don't slow down your email loading time.

12. Encourage Replies and Feedback

Email marketing is a two-way street. Encourage your subscribers to reply to your emails with questions, comments, or feedback. This not only builds engagement but also provides valuable insights into what your audience wants.

💬 Example: "Reply to this email and let me know your thoughts!"

The Final Takeaway

At its heart, email marketing is about building relationships. It's not just about selling, it's about connecting, providing value, and building trust. If you nail those subject lines, optimise for readability, and deliver genuine value, your email campaigns will thrive.

📱 Bonus Tip: Optimise for Mobile! Around 81% of people check their email on their phones (SuperOffice, 2024), so make sure your emails look schmick on all screens.

Feeling overwhelmed or stuck with your email marketing? Let us take care of it for you. Shout us an email to hello@theinspiredhive.com.au 

Let's chat!