Email marketing is one the most effective channels that help businesses attract attention to their products and return clients. 52% of marketers say that email marketing is the most effective digital marketing channel, according to the 2017 Digital Marketing Plans Survey. Besides, the major part of business communication is still writing emails. Moreover, people use them to register for social media, subscribe to updates, make online purchases, and more.
Every day individuals send almost 270 billion emails. Impressive? The question is how to help your target audience catch the important messages in their inbox. To make your campaign effective, use our helpful suggestions below.
Develop Cross-Platform Solutions
Since the number of users of mobile devices has grown rapidly, it is a necessity to apply an adaptive design to your emails. Think about people, who are used to check emails when going to and from work. They should have a possibility to easily open and read an email from you. Naturally, a markup process becomes more complicated and takes more time. If you do not develop cross-platform solutions, you risk losing the competition with 58% of companies who have a dedicated mobile marketing team.
Now 54% of emails are opened on mobile devices and the numbers tend to grow. However, keep in mind that your website should also be mobile-friendly or else the goal of your email campaign won’t be achieved. Simply imagine the situation when your customer opens an email from you, reads it, clicks on a call-to-action button, and cannot open the landing page you were trying to lead him or her to.
The stats are the following: 61% of users are unlikely to return to a mobile site that they had difficulties to access. Moreover, people tend to visit your competitor’s website if it provides a better mobile experience.
It is also important to consider that different email clients display emails differently. For instance, some of them may not upload background images or support a particular kind of formatting. The most popular client services in 2016 are
So, make sure that your emails look attractive in the email clients mentioned above.
Identify an Optimal Sending Frequency
Your users may get annoyed if you send too many emails. Keep in mind that the top reason why US Internet users unsubscribe from emails is that they get too many emails in general. They also may be disappointed if they have to wait for a long time to hear from you. It is also your task to identify what information is relevant to your audience at a particular moment of time and avoid spamming your subscribers with emails that contain no value.
The actions of your subscribers and their interests are the key to understanding how often to send your messages. To get started:
- • Learn how often and why people unsubscribe.
- • Test the effectiveness of different time and frequencies.
- • Create only relevant, high-quality content.
- • Conduct a survey and simply ask how often your subscribers would like to hear from you.
Remember that people use different devices during the day and 73% of them check their email more than once a day:
According to the Fluent Inbox Report 2016, those users who check their email a few times a day and more frequently do this using their smartphone first.
Address Your Clients Personally
Standard emails are often boring, so people want to get a personalized message, something created for them exclusively. Marketers report a 760% increase in email revenue from well-segmented campaigns.
To personalize your emails, you need to segment your list of subscribers. The most effective way to do so is to conduct a survey. This method requires the willingness of your audience to help you, which is not always the case. However, you can also use indirect methods such as researching what products they used, how often they open the received emails, where they work and spend free time, and so on. Typically, marketers segment their lists by
- • Gender,
- • Age,
- • Geographic location,
- • Job title,
- • Company size,
- • Transactional data.
- • Behavioral data.
Another expert suggestion is to send emails from a particular person, e.g. your marketing expert, copywriter, or a communication specialist. There is no reason to use an address like firstname.lastname@example.org. People feel more comfortable communicating with other people. Consider using a footer like this:
Every campaign is different, so there is hardly a silver bullet to hit all your goals at once. The features of the project, brand positioning, and the target audience’s behavior will affect the way you create and distribute emails. Also, consider using modern tools that make personalization easier. If you want to learn more about the winning email marketing strategies, visit the service description and check out this case study.