*Refer to our 2020 blog post for more updated information.
Email marketing is a fact of life for companies doing business in today’s increasingly interconnected world. If you have not incorporated an email marketing campaign as part of your outreach efforts for new customers (and retaining existing relationships) you are missing out on important opportunities. A study suggests that email marketing is as effective if not more than social media, such as Facebook and Twitter. In fact, over the past four years, customer acquisition via email marketing campaigns has not doubled or tripled but quadrupled, accounting for 7% of customer acquisitions for businesses.
There are at least 5 best practices to consider for an effective email marketing campaign (although there are many to consider). These include choosing the correct email marketing software, using of proper, impactful subject lines, using subheadings, optimizing your emails for mobile platforms, and making sure your emails are going to the right person.
There are many providers that offer the best solution for your email marketing needs. When choosing a provider’s software solution for your email marketing efforts, you want to make sure that they are able not only to manage the stream of emails you direct to your customer targets but can mine useful intelligence from which you can use to direct targeted messages and appeal to the needs of a specific audience. Don’t be swayed by the bells and whistles but do your due diligence to find the software that meets your company’s needs.
Using Proper Subject Lines
The subject lines to your emails are important. They are the hook that draws in your audience and leads them to whatever it is you are offering, be it a product or service. Think of your subject line in terms of a 30-second elevator speech. You want to make sure you communicate everything you can about what it is that you are selling, without the use of promissory or misleading words. Remember, if it is too good to be true, in the mind of your audience it is and you will lose credibility as a result.
Email newsletters and pieces should be brief, informative, and interesting. The use of subheading and bullet points keep attention, making the email scannable for shorter attention spans and busy people. Use subheadings and bullet points to summarize information and lead your audience toward action.
Mobile Optimization of Your Emails
Can your emails be easily viewed on a mobile platform (i.e. tablet computer or mobile phone) in the same way they are viewed on a laptop computer? Optimizing your emails for mobile users is vital to making your email marketing campaigns more effective. According to Pew Research, 58% of U.S. adults own a smartphone and 42% are in possession of a tablet computer. If your messages are not optimized for mobile devices, you are missing a large part of your intended audience.
Are Your Emails Going to the Right Person?
Scrub your email lists frequently to make sure that your message is being sent to the correct recipient. The information that you collect from your customers and other interested persons should be properly loaded into your mail client and double-checked for accuracy. Emails are like currency and improperly inputting one into your system is like flushing money down the toilet. As the old saying goes, measure twice in order to cut once. Ensure the accuracy of your email data input into your system before sending out your messages.