Here are six tips to make sure your emails are delivered to your subscribers and your email marketing click through rates and conversion rates are higher in 2016.
Over 65% of all emails are opened on a mobile device first. If you don’t optimize your marketing emails for mobile devices, you risk alienating a massive segment of your users. Mobile devices give email marketers an unprecedented opportunity to reach customers anywhere and at any time. You only have about 15 seconds to catch their attention, however, so make sure that your marketing message is clear and quick on its call to action.To ensure your emails are read, analyze the platform and device preferences of your email subscribers regularly to be sure all email creative is mobile-friendly. 69% of mobile users delete emails that aren’t optimized for mobile. Since a poor user experience could mean unopened emails, no click, or plainly put, no ROI, consider testing a responsive email design.
Personalize And Customize Emails
Marketers have more information at their fingertips than they’ve ever had. Use that information to micro-target your customers. Identify specific groups in your subscriber list. When you have a better handle on who these groups are and what makes them tick, use personalization and customization tactics to feed them tailored marketing communications that speak exactly to their needs and desires. A recent study by the Campaign Monitor found that personalization increases open rates by 26%. Personalization can yield transaction rates as much as six times higher.
Simple Subject Lines
The subject line is the first thing the reader sees, and means the difference between an email being read or deleted outright. Be direct and to the point in the subject line; don’t push the reader away with language that tries too hard for attention. Don’t try to sell the content of the email, tell the reader what the email is all about. This will also help you avoid spam filters, which know to look for certain kinds of keywords and phrases.
Your email subscribers signed up for a reason. Don’t betray their trust by sending them content that is unrelated to the original purpose of their subscription. Give them content they’re expecting and a trusting relationship will grow. It’s also important to set a regular schedule and stick to it. Consider creating a monthly email newsletter that provides relevant content and offers. A consistent email delivery schedule improve open rates and click through rates as the emails are expected.
Encourage Social Sharing
People love to share cool things with friends and family. Take advantage of this natural social instinct by encouraging your subscribers to share the content of your emails. Include at least one social sharing button in every message. Emails that take advantage of social networking have a click-through rate over 100% higher, and each share on social media increases the reach of your marketing message to new subscribers and potential customers.
Continually Optimize Email Strategy
Getting great results requires continuous improvement and iterations on all elements of email. Design and implement a process that optimizes everything in your email marketing strategy. This includes elements like copy, design, calls to action, subject lines, landing pages, frequency, and more. Set up tests for everything, and keep testing. This is the only way to find out what’s really working, what’s harmful, and what’s dead weight. It’s not enough to just test, either. Be ready to implement improvements for your next campaign continuously. This is a process that never ends.
With these six email marketing tips, the stage is set to take your email strategy to the next level and provide your company with greater ROI.