Email marketing is one of the most cost-effective marketing tools available across all industries. There are more than 4.037 billion email users in the world. That number is expected to grow by 3% annually. Additionally, 96% of consumers check their email every day.
In fact, email is one of the core connections that a company has with its customer base. 81% of US online shoppers are more likely to make additional purchases because of emails that are based on previous shopping behaviors or preferences (per a Harris Interactive study). Moreover, roughly 60% of customers prefer to be contacted by companies and brands via email, according to a 2018 Adobe report.
Let’s Talk Numbers with Email Marketing
The most important statistic is that 73% of consumers state that email is their preferred marketing channel. This is why multiple studies have found email to be up to seven times more effective at generating and keeping customers than social media channels like Facebook, Twitter, or Instagram.
Well-known companies like Walmart and Amazon spend millions of dollars every year on email marketing for one simple reason – it works. However, a million-dollar marketing budget may not be possible for smaller companies but establishing a well-crafted email marketing campaign is possible. Creating an effective email marketing campaign is also a great vehicle for achieving a high ROI with a small budget.
Developing an Email Marketing Campaign that Achieves Real Results
The trick is ensuring that your email marketing campaign stands out in a crowd and encourages click-throughs. This will help your brand reach your desired response. Your target audience receives dozens, if not hundreds, of emails on a daily basis. Therefore, it’s easy for a marketing-centric email to get lost in the shuffle or banished to the dreaded spam folder.
So how can you create an effective marketing campaign that resonates with your audience? How can you stay on your customers’ radar and craft an email that results in action?
It starts with these guidelines and tips that will better your email marketing campaigns from the ground up.
It’s All About the Right Timing and Understanding the Different Email Categories
Not all marketing emails are created equal, and generally, marketing emails tend to fall into one of the following categories:
- Welcome – An introduction of your company that makes the recipient feel connected to your brand and/or community.
- Triggered emails – Emails automatically sent based on a consumer’s online activity, such as clicking on a link or requesting more information.
- Newsletter – Informative emails that are sent on a set schedule.
- Re-engagement – Emails that are sent to consumers who have not engaged with your company for some time.
- Post-purchase – Emails that provide information on targeted services or products based on a consumer’s previous purchases or actions.
- Special news – Emails that include announcements of upcoming events, company news, or ongoing promotions for new and/or existing consumers.
- Seasonal emails – Timed around a holiday (such as Thanksgiving or St. Patrick’s Day), convey a promotion, or warm greeting.
Remember that you don’t have to send all of the above emails at any point, but it’s important to align your message with your current relationship with the recipient. For example, your messages to a brand-new recipient will be different than a message to a consumer who has interacted with your company for years.
Once you know what message you want to send – and who is receiving it – you can start to develop the details of your email.
Improve the Response Rate to Your Marketing Emails
Let’s explore some strategies to improve the response rate using various message formatting options.
Optimize Your Emails for Mobile Devices
Approximately 50% of emails are read on a mobile device, so ensure that your email looks good on all browser sizes. This includes everything from desktops to cell phones.
Personalize Your Sender Name
Email users tend to be alarmed by emails with unfamiliar addresses, so ensure your sender address is familiar and friendly. Studies have found that emails sent by a person instead of a generic moniker, like info@ABCCompany.com, have a higher click-through rate (CTR).
Optimize Your Images
An eye-catching image can help grab attention, but too many images can cause spam and delivery issues. Therefore, not optimizing images can also disengage your recipient as they wait for slow images to load.
You’ll also want to add an Alt Text tag in case your image does not load so that the recipient has an idea about the image.
Choose Your Timing Carefully
Timing is everything, especially when you send out an email. There has been extensive research on the best days to send marketing emails with no clear consensus. That being said, many studies have shown that open rates drop off on the weekends and tend to increase on Tuesdays and Thursdays.
Focus on the Subject Line
Your subject line is arguably the most important part of your email, so make sure it’s clear and grabs attention. The optimum length is around 50 characters, but mobile and tablet emails may only display about 25 characters of subject lines. That is why it is important to get the meat of your message in the first few words.
If possible, try to include your recipient’s name in the subject line. Using personalization has been shown to result in a 17% increase in click-through rates.
Pay Attention to the Preview Text
The preview text is the snippet that appears in many email platforms, following the subject line. Craft a short blurb that compliments the subject line and also encourages interest in opening the email.
Watch Your Layout and Design
Generally speaking, you want the body of your email to be segmented into short paragraphs that are easy to skim. Use bold headers if you are covering multiple topics, and ensure that your email isn’t too long. You may only have your recipient’s attention for a few seconds, so short, sweet, and to the point is the goal of every message.
Have a Clear and Bold Call to Action (CTA)
The main goal of sending an email is to encourage the recipient to take the next move – whether it’s visiting your website, signing up for a newsletter, or making a purchase. It is important to make sure your CTA is clear, enticing, and eye-catching. Use multiple links in the text to encourage click-throughs and a large and attractive “Click Here” button that is impossible to miss.
Establish an Effective Email Marketing Campaign with C1M
Remember that this is just a sample of the many email marketing ideas that will take your campaigns to a new level of ROI.
If you need a hand in taking the first steps to develop new and effective marketing strategies or want a review of your current email marketing operations, we are always here to help. Our marketing experts at C1M have the experience and knowledge required to garner your business measurable results for all of your marketing goals. Start reaching your consumers with effective emails and achieve your business goals.
