There is a lot of hype concerning the success of email marketing, and whether it’s ‘dead’ or not. Email marketing certainly isn’t dead. On average, people will send and receive 269 billion emails per day in 2017 alone. With more than 90% of adults using emails, the marketing opportunities are exponential. However, traditional email marketing may be dead, with your content needing to cut through the rest and avoid the ‘delete’ box. Use our top 5 tips for getting the most out of email marketing to get your business’ voice heard amongst the SPAM.
Segment your mailing list
Personalisation in marketing has gone far beyond “insert [firstname]”. Consumers are looking for content that has value and is relevant to them. The best way to start this practice is with a comprehensive segmentation of your mailing list. Potential possibilities of segmentation can include demographic data, behavioural data, subscribe data, and client email data. Together, there will be shared desires and pain points that can be addressed. The better the relevance, the better the open rate. Segmented campaigns have a 13.07% higher open rate than non-segmented campaigns.
Create a nurture sequence for email marketing campaign
With successful email marketing, the key is consistency. You can’t send a mass email, cross your fingers and hope for the best. When planning an email marketing campaign, you need to also plan follow-up emails. There should be follow-ups for those who don’t open and for those who open and click-through. By resending emails to those who didn’t open the original, you improve open rate by 30%.
Always send responsive emails
With the digital takeover, people are online everywhere and anywhere. Therefore, people can be opening your emails everywhere and anywhere. Your emails need to be responsive. 71% of people will delete an email immediately if it doesn’t display correctly on their mobile. You need to ensure your emails are optimised for all devices, and that the content is engaging at the smaller size. Your emails also need to be cross-browser friendly, to ensure that your design will always display correctly.
Focus on the subject line of the email
Your email’s subject line is the first impression it’ll give in every inbox. The subject line must strike a careful balance between being compelling, but also to the point. The subject line is the pull-through to the email. People want to know that reading the email will be worth their time. Always try to keep your email subject lines under 50 characters as these emails have the higher open rates. To stop your email being forgotten, try and portray a sense of urgency without being too pushy.
A clear call to action throughout the copy
Once you’ve got people to read your email, you have to guide them through. Click-through rates are just as, if not more, important than open rates. The key to a successful click-through is to have one clear goal. Don’t confuse the readers with different options to ‘click here for this’, and ‘click here for that’. Guide them with a call to action that can be recognised almost immediately. You have, on average, 5 seconds in email to make its purpose obvious.
Measure, learn, and adjust every email
As with every campaign, there is always room to learn. Every email you send should be tracked with comprehensive analytics showing the open rates, click-through rates, when the email was opened, where the email was opened, and on what device it was opened. These analytics will guide you with the next email in the nurture sequence and the adjustments necessary needed to improve.
All marketing channels require dedication, optimisation, and development. Email marketing is no different. Although the nature of email marketing has changed over the years, owing to a mass technological shift, its core purpose has remained. Set your goals and KPIs with email campaigns, and work towards them. Thump does offer web solutions including email marketing. To discover more about how we can help you reach your digital goals, click here.