Email marketing is a valuable tool for businesses to reach out to potential customers and build relations with current customers.
It allows you to keep people informed about the services and products you offer, whilst connecting with your target audience in an instant.
Each day in 2018, approximately 281 billion emails were sent and received. That figure is expected to rise to more than 347 billion daily emails by 2022 (Statista, 2019).
Despite new forms of communication and the rise of social media, email marketing has continued to grow and deliver a strong return on investment. This proves the credibility of strategic email marketing.
The majority of people don’t have time to read a comprehensive email that is heavy on the copy. Readers need to be able to scan the email and understand your message quickly, so keep it short and to the point. Less is more with email marketing! If you do need to add extra copy, break it up with eye-catching visuals to keep the reader engaged.
The average internet user is bombarded with multiple emails every day, so it’s important that you stand out. Standard templates with little to no customisation will generally result in your email being deleted. Use your brand colours, logo and original aesthetics to hold your reader’s attention.
If you want your reader to visit your website, subscribe, find out more, or shop now, you need to include a clear call-to-action button in your email. You don’t want to ask too much of your reader, so make sure your call-to-action button is easy to click on and instantly visible.
For your campaign to work, you need people to actually open the email. Subject lines need to grab the attention of your reader and be as intriguing as possible. Your email is competing with dozens of others coming through in a single day, so the only way to stand out and avoid being deleted is to create an enticing subject line. Try adding emojis to break up text and engage your audience.
It may seem like an obvious tip but previewing your email across multiple devices and browsers will ensure everything appears as you want it to. Double or even triple check call-to-actions and links work, the layout of your email is consistent across devices and any personalisation works.
Now all that’s left to do is monitor and analyse your email campaigns. The metrics to keep a close eye on are open rate, unsubscribe rate, conversion rate, click-through rate, bounce rate and campaign ROI rate.
If you would like to discuss your email marketing strategy, get in touch – we’d love to help!