There’s more than one way to measure success when it comes to email marketing; there’s a large number of metrics that can measure your campaign’s overall performance and help you determine any areas for improvement. Keeping your eye on click-through rates, understanding how conversion rates are impacted by certain emails, and knowing how much website traffic is being generated from your marketing emails allows you to determine exactly how effective each email marketing campaign is.
In order to be successful when it comes to email marketing strategies, businesses need to be focused on building good engagement with their customers and keeping un-subscribers to a minimum, while maintaining a strong brand image. With the right strategy, achieving all this is certainly possible. Here are some email marketing best practices to keep in mind.
Timing and frequency:
The timing of sending your email campaigns is one of the most important factors to focus on with any email marketing strategy. Keep your location in mind too – if your office is located in a different time zone to your target audience, you’ll need to consider this when deciding upon the time to press the send button. The time of day that users receive emails can make a direct contribution to performance indicators, including the open and click-through rates.
If your recipients are located in different time zones, then it’s important to divide your contact lists based on where they live, so that they will receive your messages at a time that’s both convenient and appropriate for them. Some good times to send include during the morning, lunch time or early afternoon, or in the evening. If you’ve launched email marketing campaigns in the past, take a look at the statistics to see when readers are the most likely to give attention to your emails.
The importance of a good subject line really can’t be stressed enough. It is the first thing that your recipients will read and could even be the first personal impression that they make of your brand. A strong, effective subject line will spark their interest and build some anticipation about the email’s content, encouraging them to click on it and read more. Take some time to come up with subject lines that are just enough to keep the user intrigued in less than 50 characters, while staying true to your brand.
Bear in mind that simplicity works best when it comes to your email subject lines. The main goal here is to entice users to open the message, but you also need to ensure that you are able to deliver on any value that you’ve promised when they do read the email. Building it up with a subject line only to let the user down in the actual email won’t do you any favors.
Mobile optimized design:
You’re probably well aware of the fact that you need to optimize your website for mobile, and the same is true for your marketing emails. In 2017, statistics showed that more than fifty percent of emails were opened on mobile devices, and with smartphones becoming an increasingly more essential part of our daily lives and routines, this number is steadily on the rise.
Email apps for mobile have made it easier than ever for us to check our emails on the go – so keep this in mind when choosing email marketing templates and putting your design together. Mobile optimization is certainly one of the email design best practices for 2020 as you can assume that most of your recipients are opening their emails using a mobile device. And, an email that’s designed well for a desktop or laptop screen but not a smartphone can be difficult to read and may even look horrible on the smaller screen. A responsive email marketing template is the best way to make sure that your emails look and read great on any platform.
Finally, avoid being generic when it comes to sending marketing emails, as this can get boring and ‘salesy’ very quickly. ‘Dear customer’ just doesn’t cut it anymore when sending marketing emails; your customers want to see that you know who they are, their names, and what they are interested in. It’s a wise idea to use an email marketing tool that allows you to personalize the messages you send by addressing each recipient by name, or even going a step further and providing them with personalized content based on their interests and past behavior.
Personalizing your marketing emails will get better results as the content you’re sending will directly relate to why the user decided to interact with your brand in the first place, rather than providing them with information that they might not be interested in. Set up funnels for users in specific groups to make sure that the content you’re sending is as relevant as possible.
Keeping these best practices for email marketing in mind will help you achieve success with any campaign.