4 Best Practices for Creating Top-Performing Emails
Inboxes are more crowded than ever, with roughly 269 billion emails sent and received each day in 2017. However, the good news for marketers is that regardless of their marketing team size and budget, it’s still possible to create successful email campaigns and ultimately compete with the biggest brands out there.
What’s the secret? With a combination of smart design and strategy, marketers from companies of all sizes can build email campaigns worth celebrating and stand out in even the most crowded inboxes.
Here are four emails from 2017, along with best practices to get noticed, maximize engagement and boost conversion rates.
Send a Memorable Welcome Email Back Yard Burger
In today’s email marketing game, an automated welcome message has become an absolute must. Email automation is the key to making the most of resources since it helps marketers produce staggering results at scale. For instance, welcome emails specifically generate an average of 4X the open rates and 5X the click-through rates of business-as-usual mailings.
For Back Yard Burgers, adding a delicious surprise like this one helped them to stand out from the crowd and give subscribers a nice impression of the brand from the start. As a result, this automated email boasted a whopping 68.7% open rate. For marketers looking to set up a welcome series, consider automating based on key dates and milestones, like signup anniversary. Then, move onto automation triggered by subscriber behavior, like clicking on a link in a mailing, signing up for a trial, or browsing a product page on a website.
Design for the Small Screen: Aaptiv
More than a quarter of people say their mobile phone is the first and last thing they look at each day, according to Qualcomm. As more and more people turn to mobile, it’s important brands have a solid mobile strategy in place. A mobile strategy is especially important for brands to succeed in the inbox, as 75 percent of consumers are highly likely to delete an email that doesn’t render well on mobile, according to Chadwick Martin Bailey. Plus, per research from Litmus, over half of all email is now opened on mobile first.
For Aaptiv, a grid of icons stacks beautifully into a single column on mobile to ensure every recipient has a great user experience regardless of what device they use to open email. So what can marketers learn from this example? Aaptiv’s senior manager of digital marketing suggests brands keep emails short, clean, and design with mobile in mind.
Hook Subscribers With a Compelling GIF: Southern Proper
It’s true: people really like GIFs. GIFs can increase conversion rates by as much as 130 percent, according to MarketingSherpa. And for Southern-inspired clothing line Southern Proper, GIFs provide a great way to show off multiple products in a single email. With the help of an animated GIF, Southern Proper was able to show off a full product line without cluttering the email design.
When trying this, don’t forget to keep things focused, with plenty of white space and a clear CTA. According to WordStream, emails with a single call-to-action can increase clicks by 371 percent and sales by 167 percent.
Don’t Forget the Most Important Audience: Philadelphia Zoo
Far too many marketers ignore their base of members, donors or fans while chasing down new prospects. It’s important to not fall victim to that mindset, as current customers are one of the biggest untapped resources in marketing today, especially when the probability of selling to an existing customer is 60 percent to 70 percent (compared to 5 percent to 20 percent for new prospects).
Marketers should also remember to make customers feel as though they are truly a part of a community — and a valued member at that. As a result, they will likely show more loyalty to your brand.
As brands look to make the most of their email marketing in 2018 and beyond, learning what works and doesn’t from other brands will be critical to marketers’ success and ultimately standing out in the inbox.