Despite the growing notion that emails are a “weak” form of marketing, today’s post will show you that effectively capitalizing on this form of engagement is still valuable and useful.
Email is still one of the best ways to reach your target market, both current customers and potential leads. In fact with over 94% of all online adults using email, it’s by far the number one method of digital marketing. With the proper technique and message, marketing through email can become key in your engagement with consumers.
In our previous articles we focused on personalizing emails as well as quick and dirty tips. In today’s post we shift our attention to the three fundamental elements of a successful email marketing campaign.
When receiving hundreds of emails in a day, customers are very likely to quickly delete non-engaging emails. Therefore, arguably, the most important part of your email is the subject line. This is the split second you have to get customers to click on your email, before they delete it and move onto the next one.
One of the best subject lines is to promote an incentive for opening. If the line offers some sort of discount or promotion, customers are twice as likely to open it. Further, it is important to keep the subject line between 30-50 characters. Short, sweet and to the point is always your best bet in this scenario.
It is proven that the less clutter involved in the body of your email, the more conversion rates you are likely to receive. Typically, your email message should contain no more than two or three different typefaces and involve a healthy balance between text and photos. It is also recommended to visibly include your company’s logo, to ensure credibility and increase branding.
Chances are also very high that consumers will read and receive your email message on their tablet or smartphone. So, it is essential to have your emails optimized properly for both; including, having less text on mobile devices. Similarly, take note of the pixel width on your message. Anything wider than 650 pixels will require the user to scroll horizontally- something they will likely not take the time to do.
Call to Action
Finally, the ultimate goal of your email is to convey a clear call to action. According to SEO Company Go, this should be clearly stated near the beginning of the email, definitely before the fold. It is also recommended to present your call to action at least three times throughout the email. Further, if your call to action is successful, readers will click on the pertaining links in the message. Make sure that the landing page they find is relevant to the promotion, message or information you originally wanted to convey.
The use of email marketing can be very effective for various business types. Take these tips into consideration and make sure your emails are ultimately useful and worthwhile to your readers. A good practice test is to send your beta email to a friend or associate and ask them to identify the call to action. If they cannot easily find it, go back to the drawing board. With a little tweaking, email marketing can be become one of your most treasured outlets.
Do you use email marketing in your campaigns? Share your experience with us in the comments.