Demand Curve: Email marketing tactics that convert subscribers into

Email has the highest return on investment of any other marketing channel. On average, email earns you $40 for every $1 spent. And the best part is that email is an owned channel, which means you can reach your subscriber directly instead of relying on social media algorithms to surface your content.

At Demand Curve, we’ve worked with over 500 startups, meticulously documenting growth tactics for all growth channels. We also incorporate what we’ve learned from our agency, Bell Curve, which works with Outschool, Imperfect Produce and Microsoft to name a few.

To understand how to use email marketing effectively, we interviewed email marketers at this year’s fastest-growing startups. This post covers the most profitable tactics they use that capture 80% of the value using 20% of the effort.

If people don’t open it, nothing else matters

The subject line of your email is the most important, yet most marketers neglect it until after crafting the body of the email.

Increase the open-rate of your subject lines by making them self-evident. You don’t want people guessing why you want them to pay attention to your email. If the subject line is unclear or vague, your subscribers will ignore it.

One trick is to write like you speak. Try using subject lines that use informal language and contractions (it’s, they’re, you’ll). Not only will this save character count, it will also make your copy more friendly and quick to read.

Subject lines should be relevant to your subaudiences. Marketers generate 760% more revenue from segmented email campaigns than from untargeted emails.

If you’re collecting emails from multiple areas on your website, chances are the context will be slightly different for each. For example, people who subscribe after reading an article on ketogenic diets should receive emails that further educate them on keto and seeds products relevant to that lifestyle. Sending them information and product recommendations for vegetarians would not be relevant and could lead to them unsubscribing.

To ensure you’re sending relevant emails to the right audiences, segment your audience using tags and filters within your email marketing platform. Each platform will do this slightly differently, but all modern platforms should allow you to do this. When crafting your email subject line, ask yourself: “Would this email make sense to receive for this segment of subscriber?”

Your subject lines should be short and concise. About 46% of all emails are opened on mobile devices, which means the subject line must be short enough to fit on a smaller screen while getting your point across. Fifty characters is approximately the maximum length a subject line can be before it gets cut off on a mobile screen.

https://techcrunch.com/2021/06/28/demand-curve-email-marketing-tactics-that-convert-subscribers-into-customers/