Many believed that, with the rise of social media, email marketing would die. Well, nothing could be further from the truth. According to some recent studies, 80% of business owners emphasize this form of marketing as the major customer retention booster.
But, if most of your competitors are using email marketing, how can you possibly rise above such a noise and make your customers notice you?
This is one of the most common problems businesses face, compromising both their open rates and customer conversions. Here are a few tips that will help you prevent this on time and set yourself apart.
It All Starts with a Catchy Subject Line
Your potential customers will receive hundreds of similar promotional emails every day. So, it’s sometimes not enough for you to craft a perfect pitch to hook their attention. To do so, you first need to get them to choose to open your email.
That’s where a subject line steps in. This element may significantly influence your open rates. Namely, 69% of email recipients mark emails as spam based on their subject line alone.
In light of statistics like these, it’s obvious that writing an authentic subject line to attract your customers’ attention is a must. Here is how to do so:
- State what’s in for them. You should clearly highlight the benefits of completing the desired action.
- Keep it short. No one wants to read The Brothers Karamazov before even clicking on your mail. If your subject line is too long, it will get cut off. To make sure your recipients are able to scan it from beginning to end, go with the one with fewer than 50 characters.
- Mind your tone. The way you express yourself says how professional you are. For example, all caps scream “spam alert!” Worse yet, this indicates that you’re yelling at your reader. Dude, that’s really rude!
- Be concise. Even though words denoting urgency or exclusivity may boost your open rate by 20%, you shouldn’t stuff your subject line with them. Your readers frown upon too fluffy subject lines and I can almost hear them hitting the “move to trash” and “mark as spam”
Optimize for Mobile Users
With more than 4.77 billion mobile users in 2017, it’s time to admit that we’re living in a mobile-first era. This heavily impacts every aspect of your digital marketing campaign, especially your email marketing strategy. Namely, surveys highlight that 48% of all emails are opened via mobile devices, while 69% of users delete emails that aren’t optimized for mobile.
So, to stay relevant and reach out to your mobile users more effectively, you should:
- Resize your images according to the screen proportion.
- Reduce the size of your image without compromising its quality.
- Make your CTA button larger and easier to tap.
- Invest in a responsive grid system.
- Go with single column formatting.
Offer a Highly Personalized User Experience
In today’s hyperconnected era, it has never been simpler to collect the data about your target audience and gain an invaluable insight into their location, buying habits, preferences, etc. In layman’s terms, that’s called delivering a personalized user experience and it plays a fundamental role in your email marketing campaign.
Unfortunately, it seems that the majority of businesses still don’t understand how important delivering data-oriented user experience is. Namely, even though 94% of companies believe that personalization is vital to their current success, only 5% of them have managed to personalize their content effectively. However, this shouldn’t discourage you. Personalizing your email marketing strategy is relatively simple, if you know how to execute it properly.
- Ask the right questions. Ask your customers why they visited your site or subscribed to your email. Their answers may provide you with the amazing data that can help you send more targeted mails and drive more quality traffic.
- Build customer personas to be able to market the right content to the right people.
- Humanize your brand. Your emails should look like they were written by a real person. Use pronouns like “I” or “we,” add your photo, and insert your signature and your open rates will jump.
- Do some A/B testing and find the optimal time to send your emails. Pay special attention to your recipients’ location and time zones.
- Take advantage of automated behavioral triggered emails. These emails are your reactions to the way your customers use your products. For instance, when LinkedIn sends you a message telling you that you haven’t logged for a week, that’s a behavioral triggered email. This form of mails may have a 152% higher open rate compared to traditional emails.
Have a Powerful CTA
You should never assume that your customers will perform the desired action on their own. You need to inspire them to do so and that’s why you need to have a well-optimized CTA. It will keep them on the right track and guide them to making a purchase.
To harness all the power of this tiny button, you should avoid generic options like “Open” or “Submit.” Your CTA needs to emphasize your proposition value and clearly state the benefits of clicking on it. To boost conversions, use timing and action words, like “try,” “now,” etc.
Also, invest in its design. Make sure it looks clickable- make it big, use a rectangle shape, have clear borders, leave white space around it, and use colors that stand out.
Use Visual Content
The text-based content is dead. Your users live in the era of augmented reality and they expect you to offer nothing less than that. No wonder why the number of marketers investing in visual content is on a steady rise. Namely, 51% of B2B marketers prioritized creating visual content in 2016.
- Explainer videos. People are more eager to watch a video about a product than to read a lengthy article about it. This is why using the term “video” in a subject line enhances open rates by 19% and CTR by 65%.
- We’re visual beings and we’re likely to memorize just 10% of the information we come across. Still, if this information is paired with the relevant image, your users will retain more than 65% of it.
- Infographics help you present mountains of boring statistics and difficult concepts in an easy-to-digest way. Researchers support this statement, showing that users following instructions containing illustrations do 323% better than those reading directions without images.
- GIFs are highly engaging and interactive form of content. If they make sense for your email marketing campaign, you should definitely use them. A prime example of how GIFs may boost conversions is Dell, which skyrocketed their revenue 109% via a GIF-oriented campaign.
To Wrap It Up
Even though there is no one-size-fits-all email marketing strategy, I believe every email marketer struggling with user engagement and conversions may find these tips useful.
No matter if you want to create a spotless CTA or to optimize your emails for mobile users, you need to start implementing these changes as soon as possible to see the improvement in your CTR and open rates.
Most importantly, when everything starts working exceptionally well, don’t forget to measure your email performance to see how to polish your tactics up.