E-mail is a convenient and inexpensive way of connecting. There are about 5.9 billion active email accounts in the world, 99 percent of users check their mail daily.
According to study and up to 70% of customers favor email as the best marketing communications method.
Therefore, it is futile to continue to argue, based on the statistics, that e-mail is a futile way to communicate. Particularly today, when a smartphone used by the majority of the people in which email is also most likely to be integrated. The email marketing services providers are available in abundance.
Its high personalization capacity and high return on investment (ROI), 3800%, are the best aspects of e-mail.
You need to plan a best email marketing campaign.
Three factors influence the success of an email:
1) The right material.
2) The right recipient.
3) The right time.
In its personality, it is still one of the most impressive digital marketing channels. It’s a good idea to recall email marketing best practices so that your email can be opened and read.
If you are a startup you need to save some cash and in that case, you can use SendFox, which is a budget email marketing tool with nearly all features of a premium email marketing tool such as GetResponse or ActiveCampaign.
Decide The Title And Sender
To get the benefits of email marketing, the title that appears in the email field should be eye-catchy.
It must be so interesting that the reader wants to open your message. Otherwise, the work you use for the content is useless.
If the post headline reads “5 Top Ideas for Fall Vacations,” we dare say your email will open more easily than a post titled “Fall Holiday Greetings from Company X”.
Of course, the issue raised in the headline must be related to the content of the email, i.e. the promised ideas must be offered to the reader. Since the title is King, it’s worth testing.
High-quality email tools such as GetResponse provide A/ B testing for this, so you can find the headline that works best for the options you come up with.
In the submission phase, A/ B testing automatically picks a test group from the recipients of the email to test the headline versions.
The sender must be trustworthy and preferably identifiable, so you should use the company name in the sender field. The sender’s e-mail address also communicates trustworthiness, so it is advisable to use the company’s domain as well.
The transmission time and frequency of the message are also important.
The best day and time to send a email varies depending on the target group.
It’s easy to test and make changes based on conversion tracking. The frequency of submissions depends on both the target group and your company’s industry, but it’s a good idea to set an interval so that your customers will notice your email appearing regularly.
When you find the best time, you can use the email tool to schedule your message in the future.
Serve With Quality Content
Easy eye-catching is important for reading a email. Good images and clear captions are tempting to keep reading.
If more than one topic has been raised in the email, it is a good idea to keep the highlighting texts short.
They highlight the most important thing on the topic and attract additional material that can be found through the link and direct the customer to your website, for example.
The marketing term Call to Action (CTA) is used to attract link printing. That is, you invite your customer to take action when you lead him or her to a goal that meets your goal.
It is also important to adapt the style of the text to the target group.
The tone of voice can be much more relaxed for young consumers than for business customers. The tone can also depend on the industry, i.e. in financial services marketing, for example, it is worth talking reliably, while in a gym entrepreneur’s email, for example, you can tear much more.
When writing, look at the reader’s perspective – think about what is most relevant to your reader. It is not necessarily the finest technical features of your product, but the benefit that the customer achieves with your product.
Do your best to both entertain the reader and influence his or her actions.
Conversion tracking to goals and better communication
Marketing and communication should always have measurable goals.
You can easily start tracking conversions by tracking the opening and click-through rates for your emails.
The opening percentage tells you how many people have opened your email.
Click through rate tells you how many people clicked on your links, which is how you managed to lead a reader to your goal.
By tracking your results regularly for a period of time, you can set appropriate measurable goals for your email campaign.
The opening percentage varies a lot between different industries, but in general 20-30% can be quite a good number.
Untargeted Email Marketing Is Ineffective
And maybe the most important thing is, you need to have permission to send email, i.e. say no to purchased lists.
If you do not know the origin of the e-mails, the mailing list may not be reliable. You must have permission to send email.
People generally don’t like surprises in their emails.
Very few people want to give their time, let alone their money, to an unfamiliar company that just happens to show up with a vague offer in their email.
Such email marketing is ineffective and a waste of company resources.
That is, don’t spam.
The fact that someone has given you the email address is a kind of trust that should be respected.
Segmentation helps the marketer to do customer relationship-oriented and effective marketing. It’s a good idea to organize your mailing lists by segmenting your information system according to the similarities of the different contacts.
Also, keep in mind each email when creating content and context. Always consider whether email is really relevant to this particular segment.
Best practices for segmentation:
- Always keep the contact database up to date.
- The contact database, where you store the information you collect about your contacts, is the nerve center of the inbound.
- Keep track of your contacts as they move forward on the shopping journey.
- 22.5% of your contacts deteriorate every year and that’s why it’s important to keep your list clean.
- Define your segmentation strategy.
- How you segment your list and contacts: For example, you can segment by organization size or type, by job title, by conversion events, or by web analytics.
- What prospectuses tell you is just the tip of the iceberg of what you can find out about them, use the indirect and direct data you collect to your advantage in segmenting your contacts.
- Implicit data is information collected about customer behavior.
- Explicit data is information that the customer intentionally shares with you.
- Install and maintain integrations between different applications.
The Union Of The Look And Content Of Emails
The content and design of a great email are equally important components. The landing page is equally significant. GetResponse allows you to create an attractive landing page.
With the help of design, the content gets its rights and the message is conveyed to the reader effortlessly.
The collaboration between layout and content is emphasized in modern times, as emails no longer just fight each other for the dominance of the mailbox, but are confronted by the entire internet, which always draws the reader’s interest elsewhere.
The right kind of design mimics the company’s brand and creates a positive connection for the customer to the company.
Listed below are a few points to look out for:
- Use white space effectively.
- Avoid long paragraphs of text.
- Use subheadings in text sequencing.
- Use fonts, bold and italics, listings, numbers, and colors as effective tools.
- Do not use underlined text as it can easily look like a link.
- Weigh out exactly where you place the logo, images, the inviting title to read, and the text itself in the email.
- According to research, the first 25% of email will decide the game.
In terms of content, it’s a good idea to choose one clear goal and CTA per mile so that your emails lead to conversions.
This goal should be one that clearly answers the question, why do you send an email?
Submissions, openings, and clicks are metrics, but not goals.
However, there is an exception to the one-goal rule: email that are likely to have multiple goals and CTAs.
In the email, a clear design and division of parts will be the solution.
And, don’t forget mobile responsiveness and the fact that every email program looks email a little differently. 54% of emails are opened on mobile. Gmail and Outlook also display emails differently. Therefore, you should consider the following solutions:
- Always remember to link to the online version in the email.
- 600px is the ideal width for email.
- Avoid HTML / CSS based design.
- Add alt text to the images you use.
- Avoid making a single image file of your email.
- Avoid wallpapers in your emails.
- Do not use externally referenced CSS.
- A long story short. It is difficult to read long texts on the phone.
- Use mobile-friendly templates.
- Consider moving the CTA to the beginning of the email and navigating to the end of the message.
- The font must be at least 14pt
- CTA must be at least 44 x 44 pixels for people to click it on their mobile
Before Sending The Email
The nightmare of many marketers is to send customers an email and notice only after posting a huge typo in the headline.
To avoid mistakes, send yourself a test email before publishing.
Also try to read the message without pictures, test all possible links and make sure the email always has the option to cancel your order.
Check that a plain-text version of the email is available. Also, make sure your email works with the most popular apps and platforms open.
Also, think about where you are sending the message from. Preferably, send it from an address that makes sense to the customer as he or she reads the emails.
Personalization is important, of course, but use names that the customer is sure to recognize as the sender.
As many as 83% of marketers do not optimize their emails. That means the majority won’t spend their time worse to improve their email marketing.
With optimization, you can find out how well or poorly the messages you send work.
You can base future decisions on existing data, not guesswork.
By optimizing, you will find the recipe that your contacts like the most and at the same time, the points in the whole process that cause friction.
The most common problems in email marketing are message inefficiency and timing.
Messages are sent too infrequently, too often, at the wrong time, or their content is not relevant to the segment. Only by experimenting you can find the right balance.
Start by segmenting all the contacts in your database, looking for opportunities in your marketing funnel, planning your experiments and prioritizing them, i.e. not all experiments at once.
Only by testing you can find out if your email has even gone to the right person at the right time with the right message.
In testing, you should use your imagination boldly, but still be realistic about your own resources and time.
Testing should be performed over a sufficiently long period of time with a quarterly recommendation.
The balance is often shaky for a reason, because nothing is permanent in this world. Even change is constant and therefore optimization should be a continuous part of the whole process. With continuous optimization, you can keep the wheels of your email marketing always oiled and effective.