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6 Tips to Improve Your Email Marketing Performance

6 ways to boost email results

If there’s one thing you can’t take for granted in your marketing campaign, it’s email. 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 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. In contrast, 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 accounts more than ten times a day, and it is their preferred way to receive brand updates. 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 Ways to Boost Your Email Results

Here are six tips to ensure your emails are delivered to your subscribers, and your email marketing click-through rates and conversion rates are higher in 2022.

  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 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, according to Return Path research. Nearly 55% of global website traffic is generated from mobile devices, excluding tablets. (Statista, 2021) 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. However, you only have about 15 seconds to catch their attention, so make sure that your marketing message is clear and quick on its call to action. To ensure your emails are read, analyze your email subscribers’ platform and device preferences 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 clicks, 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, and third-party data — 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 precisely to their needs and desires. Make it best practice to include some clickable elements throughout the emails to increase your chances of getting clicks, which will help you understand if you’re hitting the market in relevancy and adding value to the customer relationships. A recent study found that personalization increases open rates by 26%, and Personalization can yield transaction rates as much as six times higher. 

Personalization increases open rates by 26%

personalized subject lines increase open rates by 26%

4. Use Simple Subject Lines

The subject line is the first thing the reader sees, and it 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 instill urgency and excitement. Be as human as possible and use a familiar from one. Remember, if the “from” name doesn’t look 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. According to a report by Experian, fifty-six percent of brands using emojis in their email subject lines had a higher unique open rate.

5. Be Consistent

Your email subscribers signed up for a reason. Don’t betray their trust by sending them content unrelated to the original purpose of their subscription. Instead, give them the content they expect, and a trusting relationship will grow. It’s also essential 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. In addition, being consistent with both the content and delivery of your messages will ensure your subscriber base feels valued and you establish a layer of trust between you both.

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 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.

how to improve loyalty program results

Continually Optimize Your Email Strategy

Getting great results requires continuous improvement and iterations on all email elements. 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 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 working, what’s harmful, and what’s dead weight. It’s not enough to test, either. Be ready to implement improvements for your next campaign continuously.

2022 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. Campaign Monitor reported that from 2020 to 2021, there were swings in both average open rate across all industries (up 3.5% year-over-year), and click-to-open rate (down 3.6%) 

chart 2021 average open rate and click through rates

What caused the swing? Apple’s new Mail Privacy Protection (MPP) feature artificially inflated open rates. As a result, in 2022, you will need to take a campaign approach to determine what is working. (If you are not familiar with MPP and its effect on email marketing, you can check out this guide.)

Reviewing the chart below, you can discover how your brand’s key metrics perform relative to other U.S. companies in your industry.

2022 Email Marketing Benchmarks by Industry

Key Takeaways

Don’t put your email on the back burner just because consumers receive hundreds of emails daily. Use these six proven strategies to breathe new life into the kinds of emails you send. Creating more engaging emails will build your brand and encourage your customers to stay loyal.

Post Updated 3.24.2022

Sallie Burnett
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