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How to Make Your Email Marketing Profitable
03 Apr 2019

How to Make Your Email Marketing Profitable

There are a whole host of reasons you undertake email marketing. That said, the reality is that making money will be high on the agenda. And you can rightly expect it to. One stat tells you that 66% of consumers have made a purchase following an email. Another case study shows how insurance company Aviva increased their revenue by 45% by sending a greater number of emails. It seems that email marketing is right there at the heart of building a profitable relationship with your customer.

However, not all email marketing campaigns are created equally. Indeed, there are radical differences between one done well and one done poorly – one will aid profitability, one will potentially damage it.

How do you make email marketing campaigns profitable in reality?

1. Be on point

We talk about funnels a lot when it comes to marketing. However, when it comes to the individual email you need to turn the funnel on its head. Consider the subject line as the narrowest point to entry. You’ve got to get this right to widen them out into your juicy content.

Therefore, always take extra care with your subject line. This is the hook. If you can personalise it, like you can with Postman, then make sure to do that too. Don’t forget to test subject lines in order to see which gets the highest click-through rates.

 

2. Be consistent

We’re not arguing that you should never make changes as your testing reveals what works well. We are asserting that you need to be as consistent with your customers as you would be with your closest friends and family. Your customer likes to know where they stand.

In real terms, this means don’t only email your customers when you want to sell them something. That’s a sure fire way to a negative relationship. Instead, be consistent with offering advice, information and education. The selling will then simply happen as a result of a consistent, trustworthy relationship.

If you really can’t help yourself, stick to the 80-20 rule. Do everything but selling 80% of the time and leave just 20% of your efforts to selling.

 

3. Be relevant

Not all customers are the same. This is a key to profitability. You need to use segmentation to ensure that you only offer relevant content to the individual reader. The aim here is to position yourself as the most trusted source of information for this particular area of need, whether that’s products for the beloved pet or IT service packages.

Within your content you need to deliver what your audience is looking for. Are they coming to you for a humorous take on life? Do they trust you for the latest news in your industry? Or perhaps they see you as an authoritative source to help them make decisions?

 

4. Be direct

Your weapon of choice when it comes to crafting profitable emails is the call to action. You need to be absolutely clear what you want the call-to-action to be in each and every email. The entire content should be shaped around this.

There’s an easy way to figure out your CTA. Take a moment, before you put fingers to the keyboard, to ask yourself what you want the reader to do. This may be to click a link through to a particular page, it may be to like you on social media, and it may be to complete a form or take advantage of a special offer.

Choose one call-to-action and make it clear throughout the email.

 

5. Be generous

Everyone loves a freebie! If someone is wading through a tonne of emails and the word FREE jumps out at them, you’re more likely to get them clicking through. When you reward subscribers to your emails with vouchers, discounts, exclusive sale access, offers and the like, then you make them feel valued and you make them feel they are getting a bargain. These are great ways to get them to actually spend their money with you.

 

6. Be list-savvy

Before you even consider the nature of an email itself, you need to get subscribers to your campaign. Realising that you need a populated, but pre-qualified list is your first hurdle.

The easiest way to do this is by using a squeeze page or pop-up on your homepage. This is where individuals actually sign-up to receive emails from you. They are more likely to do this if you offer something for them. Free white papers and eBooks on sign-up are both very useful tools. These are called lead magnets.

 

7. Be clear

It’s surprisingly tricky to get one email looking equally good across different devices and screens. Yet you need your emails to look just as good on an Apple iPhone as they do on an individual’s Windows laptop.

The simplest way to make your emails look great, and therefore encourage profitability, whichever device they are being opened on, is to choose email marketing software which does it for you.

 

8. Be personal

Customers like to be treated as the individual they are. They also want to know that they are talking to a real person. Therefore, wherever possible, have your emails come from a genuine name. They may be automated, but they will then look personal.

Secondly, make the content of the email personal to the reader. This can be achieved using segmentation and automation. Drop in their name and remember their birthday. By doing this you build a personal relationship with your audience.

 

9. Be test aware

Another benefit of choosing an effective email marketing software is that it should come with testing tools which make things simple for you. This allows you to test different emails against one another to see which fares best and draws in the most financial benefit.

We can’t stress this enough. If Google can test 41 shades of blue to see which one gets the most clicks, you can test a couple of email campaigns! In this way you learn what creates an effective campaign for your business, not someone else’s. And that’s all that really matters.

 

10. Be an affiliate

Teaming up with someone similar, but not a direct competitor, can reap rewards for you both. Plugging each other’s business is a great way to build your own reputation as well as gain commissions through sending traffic to the affiliate.

The same approach works well when you use email marketing for cross-selling. You know they’ve bought X so wouldn’t they also love Y and Z? It’s all about carefully informing them of the opportunities rather than the hard sell. The same approach can also apply to gentle reminder nudges for repeat orders when the right amount of time has elapsed.


Email marketing can most definitely be profitable. It doesn’t cost much to do, but done well can lead to profitable relationships based on tangible actions. Follow our approach above using Postman email newsletters and you’ll soon be seeing the benefits for yourself.

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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.