Gmail Marketing Tips : How to Optimize Your Emails

by mmaxphillips

For many email mareters, Gmail is the center of their marketing universe. It’s packed with features, tips and tricks that can help you optimize your emails.

Many experts suggest “gaming” Gmail’s algorithms to prioritize your emails into the primary tab. However, this can backfire if too many subscribers report your emails as spam or mark them as junk.

Segment your list.

Email list segmentation is a crucial part of any successful marketing campaign. Using the right email segmentation strategies can help you avoid spamming your audience and ensure that you’re sending out the most relevant emails to your contacts.

One easy way to do this is by splitting your subscribers into groups based on their behavior. For example, you could send a re-engagement campaign to those who haven’t opened your emails in a while. You can also segment by product purchase date to identify your most engaged customers and target those with a special offer.

Another great email segmentation strategy is by age. Knowing whether your contact is a college student or a retiree can help you adjust the content and messaging of your emails to better suit their needs.

You can also segment by skill level to create targeted lead nurturing campaigns based on the level of expertise of your leads and prospects. For example, if someone has opted in for a free ebook on learning a new discipline, you can send them emails with more advanced content to further engage them. You can buy gmail accounts in bulk for email marketing

Don’t blast your emails.

Email blasts are one of the most common mistakes that marketers make. They send out emails to a large group of subscribers, often without a clear reason or message. While it is tempting to take advantage of today’s email blast software, blasts should be used sparingly and only when the content offers a true value for your recipients.

Ideally, your subscribers should have signed up through double opt-in and shown an interest in your brand at some point. If they did, an email blast is a great way to keep them up to date with news or promotions.

However, if you are using a double opt-in process and are sending emails to a list of inactive contacts, it may be time to clean things up. Try providing a one-click survey on your unsubscribe page to find out why they stopped opening your emails and how you can change that.

To avoid your emails ending up in the spam folder (where 12.5 million of them end up yearly), you need to ensure that the content is relevant to your audience. Creating valuable mass email campaigns with segmentation and personalization will help you achieve this.

Keep your emails short and compelling.

The subject line of your email is the first thing your recipients will see, so it’s a great place to try to grab their attention. Keep it short and relevant, preferably focusing on one aspect of the email. Use a question or a statement that piques curiosity to encourage your audience to open the email. Avoid using “clickbait” subject lines, as they’ll only make recipients feel cheated and tricked, which will cause them to mark your emails as spam.

Once your email is opened, you’ll have to work even harder to keep recipients engaged. Long emails are the number one reason why emails end up in the Promotions tab, so try to limit how much information you include in your email. If you really need to include a lot of information, try breaking it up into multiple email campaigns or linking to pages on your website where you can provide more details. Also, be sure to do a thorough grammar and phrasing check before sending your email. This will help to ensure that your email is professional and easy to read.

Make it easy to unsubscribe.

If your inbox is overflowing with emails from subscriptions you no longer want, it’s a good idea to unsubscribe. This will stop unwanted messages from coming to your inbox, and it’s also an excellent way to keep from getting spammed.

Generally, unsubscribing from an email list is easy enough – all you need to do is click the “unsubscribe” link provided in the message. However, it’s not always clear to find, as some emails don’t have a clear link and instead instruct you to manually respond back with the word “unsubscribe.”

For this reason, email marketers should make it simple for their subscribers to unsubscribe. For example, if you’re using Mailshake, your emails can include a live unsubscribe link next to the sender name, simplifying your subscriber’s unsubscribe experience. Apple’s iOS also has a similar feature that will automatically detect newsletters and provide a “Unsubscribe” button to make the process easier. It’s important that you don’t send your contacts any jarring emails that might cause them to abandon your brand, so be sure to test each one with your own inbox before sending it out!

Optimize your emails for mobile.

Emails that are not optimized for mobile can look very cluttered and difficult to read on smartphones. This makes it harder for subscribers to find the link or button they want, and can lead to them accidentally clicking on something else in their haste. This is why it is so important to use responsive email templates and design emails with white space.

Screen real estate is also limited on mobile devices, with only about 20 to 30 characters of pre-header text available (depending on the device). The short subject line and pre-header are your best chance to get recipients’ attention, so make sure they are engaging. You can do this by using words that are known to boost email open rates, such as numbers, emojis, or enticing questions.

Finally, remember that mobile phones have slower internet connections than desktops, so any images or GIFs in your emails will take longer to load. Try to keep the number of images in your email low, and be sure to add ALT-text for any visuals.

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