According to the latest research, there are more than 3.7 billion email users all over the world, with a staggering 269 billion emails sent each day. Simply looking at these numbers can make anyone realize the undisputed marketing potential of keeping an email list. There are many people that simply can’t seem to figure out how email marketing works. In order to help you build a marketing campaign worthy of your business aspirations, we created a list of six tips to guide your way.
Analyze your progress
First things first, it is of utmost importance that you keep track and analyze the results of anything you implement in your marketing strategy. This will help you realize which of the implementations work the best for different demographics. Analyzing engagement will allow you to see if you’re achieving your mission goals, that is, do you get new buys, click-throughs, or whatever your campaign goal might be. Of course, it’s of paramount importance to have a campaign goal before even launching your campaign.
A lot of people take personalization in a literal sense and send out those nasty emails that start with recipient’s first name, or even worst, username. Now, there’s nothing wrong with addressing by the first name when your email list is organic, but since most email lists are now generated by online services it might seem intrusive to the reader to learn that a company he or she never heard of knows their name and email address.
Almost 95 percent of email recipients that were included in research showed a negative response to personalized emails that started with reader’s name. The results included both business emails and personal email accounts. On the other side, mentioning previous purchases or inquiries drive positive responses and show a notable degree of customer care efficiency.
Studies indicate that if you add a video to your email, there is a chance to increase your click rate by 300 percent. People prefer video over textual content, mostly because videos are easier to follow and provide more than just textual content. Actually, the fact that video allows you to utilize all sorts of content gives you more room to create captivating promotional material. In addition, you can use banners, gifs, and all kinds of other digital content to make your email look more appealing to the readers. Just make sure that you don’t overdo it by putting too much of everything.
Just think how many times a day have you checked your phone or how much time a day you have your phone next to you. In a marketing report published by IBM, there is an interesting statement that 49 percent of emails are opened on mobile devices. Therefore, it would be wise to generate emails that are compatible with both smartphones and desktop computers. The last thing you wish to do is send out emails that people can’t manage properly the first time they open it. Who’s to say that any recipient would jump to the first PC simply to take a look at your promotional email?
Mind the timeframe
We already mentioned the overwhelming number of emails sent on a daily basis, and it might seem as if there’s no way to create an email so powerful it would stand out among all those other emails. However, according to some findings, the best time to send out your email is in the period between 8 pm and midnight. The reason because these timeframe works are the fact that it’s the end of the day and people not busy with other things, which allows them to react to your email.
You could even test and see which hours show the best results for your campaign and act accordingly.
Craft subject line carefully
This one might come as a surprise, but the number of characters you use in your subject line also influence the success rate of your marketing campaign. However, this task is not easy to complete because before you decide the optimal character number, you have to understand which browsers your readers use, do they prefer smartphones or desktops, and if your message is understandable to the reader.
According to research, subject lines with 61 character have the best read rate. However, most email subject lines hold 41 to 50 characters.
Emails were with us from the beginning, and despite all the changes and upgrades in the digital world, emails are playing a crucial part in business communication. These tips are there to guide you through your campaign, however, never forget that it’s up to you and your creativity to make sure the bond that brings together your consumers and your brand stay firm.