Someone once told me that to be an inbox superstar, you have to steal the spotlight by being the master of the backstage. I’m talking about wielding tools like CRM and marketing automation systems like seasoned pros. Sure, crafting content and designs can be so fun, but so many hidden gems can turn those emails from ‘snoozefests’ to something great. So, let’s dive into what I’ve learned the hard way.

  • Accessibility compliance: It’s all about making sure everyone can access and understand your emails. Think inclusivity! Start baking accessibility into your email templates within your CRM or marketing automation system!
  • Prioritise clear language, add descriptive text for non-text content and make your HTML semantic. Aim for high colour contrast, use descriptive links, and ensure keyboard navigation rocks.
  • Test your content with accessibility tools, ditch images for vital text, and give readers the power to customise. With these tweaks, your emails will be inclusive and accessible to all, no matter their abilities or tech.
  • Monitor your emails’ journey to ensure they hit inboxes, not spam folders. Use your CRM’s built-in monitoring tools to track bounce rates, open rates, and spam complaints in real time. Set up alerts to spot issues early, and dive into CRM data to fine-tune your delivery game.
  • Segmenting customer and/or prospect lists based on engagement behaviour lets you target specific groups effectively. Use CRM data to segment subscribers based on open rates, click-through rates, and more. Create dynamic segments to adapt to changing engagement levels and craft personalised content that speaks to each group’s interests.

By weaving accessibility compliance, delivery monitoring, and engagement segmentation into your email game plan with CRM and automation, you’ll boost performance and see real results. These tools are the keys to more engaging emails, inclusivity, and maxing out your marketing potential!