5 Email Improvements to Make NOW!
Harnessing the potential of email campaigns takes digital marketing to a new level, and helps marketers reach the right audiences to help grow their businesses. However, it’s important to take best practices into consideration before pressing “send.” In advance of launching your next email marketing campaign, make sure you’ve incorporated the following key elements so that you’re able to drive more conversions and garner a stronger ROI:
1. Optimize for Mobile
For marketers everywhere, the growth of mobile holds plenty of opportunities. More users choosing their mobile phone as their “go-to” device means more opportunities to reach the user in a very timely manner — whether they’re on their way to work, or running errands on the weekends.
When you’re crafting your email campaigns, in order to meet the needs of what is most likely a significant portion of your audience, it’s essential that you optimize them for mobile and use a responsive design. Using this sort of design ensures your email renders properly across mobile, tablet, or desktop, and eliminates the need for any excessive scrolling or zooming. Also, taking simple steps to keep mobile users in mind when you select font sizes, button sizes, or image quality, can play a major role in offering an excellent experience to your audience.
2. Craft a Unique Subject Line
Your subject line is your first impression with your audience when you’re sending out an email. Taking the time to make sure that your subject line is enticing, descriptive, and within the necessary character counts makes all the difference in getting users to actually open your email. Your subject line should provide a general expectation as to what the user will find in your message without giving it all away. That being said, you should never use language that is compelling, yet completely irrelevant to what the campaign is about, or you’ll lose credibility with your users and have a poor clickthrough rate.
3. A Strong Call to Action
Whatever your email campaign is promoting, the ultimate goal is likely to drive clicks back to your website so that users engage with your brand and eventually convert. In order to help facilitate this, it’s essential you use a strong and compelling call-to-action that encourages the next step you want users to take. Whether it’s "request a quote" "buy now" or "make an appointment," make these buttons prominent in the email so there is no need for the user to ever search to find out more information.
4. Pay Attention to Timing
Most email marketing servers offer insights about historical data related to your past campaigns. Regularly take a look at those numbers to determine when the best time of day has resulted in the most opens and clicks with your email campaigns. You may have an audience that is mostly located on the West Coast, so sending out emails at 8 a.m. EST might not be the best choice. Pay attention to when your users are most frequently engaging with your emails and use that as a foundation for campaigns moving forward.
5. Use a Concise and Cohesive Format
Your email marketing campaigns should never showcase an overwhelming amount of content. Users aren’t expecting to read a full page of copy, so it’s crucial that you keep your messaging short and to the point. Allocate one column for text so that you don’t lose sight of the core messages you’re trying to help resonate with users. For most brands, offering a "teaser" amount of content is the right choice. By showing just a little content and then encouraging the user to visit the website to read more, you’ll be engaging the user and keeping them involved with your brand.
Email Marketing Campaigns
For a lot of brands, email marketing holds a ton of potential to connect with users and generate sales. To improve the effectiveness of your efforts, it’s important to consider best practices as well as the needs of your particular audience when you’re crafting your campaign. Thinking about your users and what they’re looking for when they receive an email from your brand should be part of your strategic approach.