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6 Tips to Improve Your Email Marketing Performance

If there’s one thing you can’t take for granted in your marketing campaign, it’s emailed. The Direct Marketing Association found that 66% of all customers made online purchases because of email marketing messages. Almost 75% of all marketers say that email marketing is core to their business, and email is becoming even more important over time, not less.

Here are a few more email marketing statistics to demonstrate just how powerful email can be.

  • 23% of readers who open an email on a mobile device open it again later. –Campaign Monitor
  • 139% Increase in click rate for personalized vs. static one-time sends. Static emails are those sent with the same exact messaging to all or most subscribers, whereas personalized emails include special product recommendations, content and offers depending on the recipient’s interests or browsing history. Bluecore
  • Over 50% of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. Hubspot
  • 56% of brands using an emoji in their email subject line had a higher open rate than those that did not. Experian
  • 78% of marketers are seeing an increase in email engagement over the last 12 months. Hubspot
6 Email Marketing Tips 2020

6 Tips to Improve Your Email Marketing in 2020

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 2020.

  1. Create a Mobile-Friendly Design
  2. Focus on the User Experience
  3. Personalize and Customize Your Emails
  4. Use Simple Subject Lines
  5. Be Consistent
  6. Encourage Social Sharing

Embracing and testing with these six proven strategies will ensure your brand stands out in your customer’s crowded inbox.

1. Create a Mobile-Friendly Design

Over 55% 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 large 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.

2. Focus on the User Experience

A poorly formatted email is likely to be deleted in under 3 seconds in over 70% of cases. As many as 15% of users will even unsubscribe, instead of delete according to an Adestra study. All in all, that’s an 85% drop in potential.  Poor formatting includes oversized or out of place images, multiple column layouts without responsive templates, lack of alt text, and too much text without enough breaks. Since a poor user experience could mean unopened emails, no click, or plainly put, no ROI, it is critical to have a responsive email design.

3. Personalize And Customize Emails

Marketers have more information at their fingertips like geolocation, past purchases, customer status, third-party data — more 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. 

4. Use 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. Use actionable subject lines to inspire people to click on your email and instilling urgency and excitement. Be as human as possible and use a familiar from one. Remember, if the “from” name doesn’t like it is someone the email recipient wants to hear from, the subject line won’t matter — your email will be deleted. Test emojis and use them wisely. Emojis spice up your email subject lines and help you get more attention from your subscribers.

5. Be Consistent

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 improves open rates and click-through rates as the emails are expected.

6. 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. Social Media buttons that connect to your company’s Facebook Page, Twitter account, LinkedIn Profile, etc. should be in every single email you send. Emails that take advantage of social networking have higher click-through rates, and each share on social media increases the reach of your marketing message to new subscribers and potential customers.

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Continually Optimize Your Email Strategy

Getting great results requires continuous improvement and iterations on all elements of the email. Use the email benchmarks below to help you understand how you measure up against your competitors.

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.

2020 Email Marketing Benchmarks

To craft a strategy that will perform better than the year before, you need to collect your benchmark data from the past 12 months and compare it to your industry’s averages.From the global email data, Campaign Monitor was able to unveil the following email marketing benchmarks, including all industries:

  • Average open rate: 17.8%
  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.3%
  • Average unsubscribe rate: 0.1%
  • Average bounce rate: 0.7%

Email Marketing Benchmarks by Industry

This blog post was updated on May 6, 2020.

Sallie Burnett
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