Email Marketing Best Practices - Boosting Open and Click Rates
Although new social media platforms and SEO tools are grabbing all the attention, email marketing remains one of the most effective ways to reach customers. In fact, according to a study conducted by the Email Marketing Institute, 80% of marketers say that email is the channel they use for customer acquisition.
The email marketing industry has seen a lot of changes over the years, but some things have stood the test of time when it comes to optimizing email campaigns for better open and click rates. Here are a few of the most tried and true best practices to keep in mind when creating your next campaign:
Use the right subject line.
Your email subject line is the first thing that subscribers will see, and it’s important to use enticing and relevant words that let recipients know what they can expect from the content in your email. Subject lines that use sensational phrases, gimmicky catchphrases, or misleading language can get your emails flagged as spam or end up in the trash, so be sure to avoid those tactics.
Keep it short.
The average mobile device screen only shows around 55-70 characters, so it’s crucial to keep your subject lines short and to the point. It’s also a good idea to use the preview text feature in your email design to add a little extra intrigue and encourage people to open your email.
Remind them why they signed up.
A common mistake is forgetting why a subscriber joined your list in the first place. This is especially a problem when you’re a non-regular sender. Let’s say someone signs up for your email newsletter on the 1st of January and then doesn’t receive any from you for a month.
By the time the 31st rolls around, they may have completely forgotten why they ever signed up for your email. Remind them why they signed up to your email list by sending a monthly newsletter or some other highly engaging piece of content that highlights the value you provide your audience.
Segment your audience.
Segmenting your email list allows you to send more targeted, relevant emails that are more likely to generate clicks and conversions. Depending on the information you have available, you can segment based on demographics, interests, and actions taken by your subscribers like buying a product or visiting a specific page on your site.
A/B testing is a great way to gauge which content or subject line approach works best for your audience. Try drafting out a few different versions of your subject line and then tracking the results to determine which is most effective. Then, use the results to create your next campaign. A/B testing is an easy, low-cost way to increase your email marketing results.
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