Email marketing continues to be one of the leading components of a strong digital marketing strategy. Good emails help foster relationships with prospects and customers, and overall, help to increase your marketing ROI. With more and more people online, it’s becoming increasingly important to ensure you’re effectively reaching your target audience with relevant email marketing campaigns. Here are some tips to follow if you’re looking to create email marketing campaigns that perform exceptionally:
Optimize for Mobile
It’s official. More people now open emails on mobile devices than on desktop devices. So, it’s important that both your email marketing campaigns and your website are optimized for mobile phones and tablets, as emails that don’t display correctly on mobile devices are often deleted within three seconds. If you’ve gotten past the first hurdle of writing a great, attention-grabbing subject line that made the reader open your email, then you need to ensure it’s in a mobile-friendly design so they can properly read your message.
Test It – Then Test it Again
Speaking of deleting emails that don’t display correctly on mobile, email marketers also need to test their emails to ensure they load and display properly. Litmus is a great tool that tests and provides screenshots of emails in dozens of different email clients.
Timing Is Everything
Whether you are promoting a blog post, news article, or item from your ecommerce store, it is important that you send your email marketing campaigns at the right time so as not to overwhelm your subscribers.
According to CoSchedule, which collected data from 14 different studies, the best days of the week to send emails are Tuesday and Thursday. The best times of the day to send emails are at 10 AM, 8 PM, 2 PM, and 6 AM. However, every industry and company will be different, so it’s vital to test out different sending times and see when you get the best results. Remember, your own data and analytics are always better than what the “industry experts” say.
Include More Visual Media
Start using more images and videos in your emails. People are busy, and they get a lot of emails each day, so it’s important to make your emails scannable. And if you need convincing, consider that including videos in your emails can improve click-through rates by 200 to 300 percent. Using images is especially important when you are promoting products as it helps explain what the product is and can offer.
In addition to just a simple picture, there are many other forms of media you can include or link to. Here are some ideas:
- GIFs, memes, and/or cartoons
- Surveys and polls
- White papers
Relevance Is Important
Make sure that all aspects of your email marketing campaigns align with each other. This starts with your lead generation advertisements, continues with your landing page and offer, and ends with your email newsletters. Only send links to content that is relevant to your industry and related to the content that users signed up for in the first place.
Cross Promote Email and Social Media
Cross promoting through email and social media platforms is a great way to both get more email subscribers and grow your social media following. On social media, promote your email newsletter subscription page so that your followers can easily sign up to your list. And in your emails, include links to your social media accounts. By promoting social sharing, you’re encouraging readers of your emails to continue the conversation with their networks, which is great way to further spread your message and promote your brand.
Track Your Data
There are numerous sources you can look to for valuable data about your email marketing activity.
For example, if you’re using Google Analytics, this platform can give you an idea about the type of results you are getting from your email campaigns. You can discover things such as which pages people visit the most, how long they stay on your site, and more. You’ll just need to make sure to tag your emails with custom campaign tracking.
Your email service provider can also help you figure out which content people are clicking on most. This data can help you figure out what people are interested in so that you can send them more of it.
Other metrics you should measure include your open rate, click-through rate, bounce rate, and unsubscribe rate. If you’re seeing a lot of bounces, consider utilizing an email verification tool like BriteVerify. A fake email is a lost opportunity and a financial liability.
BriteVerify estimates that the minimum value of an email to any company is $10, and at least 15% of all email addresses collected are invalid. Unverified emails take up space and incur storage costs with CRM solutions, databases, and marketing platforms, which ends up costing companies billions of dollars each year. And they have consequences beyond wasted spending. Sending to unverified emails leads to poor inbox deliverability and low sender reputation.
To determine the potential financial benefits to your email marketing efforts from implementing an email verification solution like BriteVerify, try out this automated ROI calculator.