5 Tips for Better Email Marketing Results
A lot of things have come and gone with the advent of smartphones and the progression of technology. Though there’s one thing that hasn’t changed much and will probably be around for many years to come, and that’s email. Almost every person has one and, in a lot of cases, it is a necessity for things like work, school, or certain online purchases. Therefore it will constantly be a reliable medium of marketing for your company, you just need to know how to take advantage of it. It’s a good thing we’ve got these 5 useful tips for effective email marketing laying around. Let’s dive in, shall we?
Don’t Waste People’s Time
The average person gets hundreds of emails a week and won’t hesitate to delete any that don’t immediately grab their attention or are relevant to them. Even worse, if you continually send long-winded, mediocre emails week after week, you risk losing subscribers altogether. Be sure your message is clear, concise, and to the point and make sure viewers know exactly what they should do next (i.e. “Use this CODE to Receive 50% off Your Order”, “Click Here to View the Next Big Idea in Solar Energy”, “Register Today and Save 25% Off of Your Entry Fee”, “What You Need to Know About New York’s Highest Court Expanding the Definition of Parenthood.”) Add content appropriate images and infographics can help cut down on the amount of text you’ll need, plus it’s more eye-catching to the reader.
Remember this rule of thumb: If you churn out emails that resemble spam you’ll get treated as spam.
Write Your Emails as if You Were Writing a Friend
Emphasis on the singular “friend.” You want to have your emails come across as personal as possible. An email that is perceived as written for a unique subscriber will invoke greater urgency and stand out amongst the crowd of other, more general, emails.
Stay Consistent With Your Brand
If you’re engaging in email marketing you most likely have a company. And, if you have a company, you’re even more likely to have an image, voice, style—in other words, you have a brand. Any email you send acts as an extension of your company and the more consistent you are with your branding the more recognizable you will be. This should include everything from your corporate colors and font styles to logo placement and landing page design. The more recognizable your emails are the more comfortable your subscribers will feel.
Track Analytics and Measure Results
Most email marketing services have analytics capabilities built in. You can take advantage of these tools in numerous ways and you don’t need to know much about analytics to do so. Just by simply looking at one parameter like “open rate” you can gather loads of valuable information. You can test the frequency of emails sent and compare which ones had the highest open rate: daily, weekly, bi-weekly, or monthly. How about which day of the week garners the most opens? What time of day are your subscribers most active and likely to view your next email? Tweaking even one of these parameters would take you only a few minutes to implement and, in return, possibly double or triple the effectiveness of your email marketing campaigns!
Make Sure Your Emails Are Mobile Friendly
In August 2016, over 56% of all emails were opened on mobile devices. (https://litmus.com/blog/category/stats). If you aren’t taking the necessary steps to ensure your emails are designed for mobile, then you’re losing over half of your subscribers the moment you send one out. It is absolutely imperative you put this feature in place and test every email blast on several different mobile devices (and tablets!) before sending them out. Computer code can get a little wonky when translated for mobile devices, which can turn a beautifully sculpted email blast into an ugly, illegible mess. When testing, make sure the call to action buttons are clear and BIG, to make sure your subscribers can click through with ease. Each year more people utilize their phones for viewing email so if you aren’t keeping up to date with the latest Internet trends you’ll just be another pixel in the wind.
Still not sure what to do?