Email marketing is one of the most popular forms of marketing, and it's easy to see why. If you understand your audience and have a clear message you can achieve excellent results in both a cost and time effective way.
In this article we talk about different approaches that can potentially assist you in optimising your results.
This might be time consuming initially but is definitely worth the effort.
Your customers want to hear about things that are of interest, importance or relevance to them, whilst on the other hand, sending them information or verbage on irrelevant topics will lead to lower opening rates and more unsubscribes.
By carefully selecting your recipient groups you will boost not only your opening rate but also potentially that all-important conversion rate.
When utilising a programme like Campaign Monitor, A/B testing is quick and easy and the results will provide you with valuable information on what sender name, subject lines and email content works best for your audience.
As might be expected, B2B emails normally obtain their best opening and click-through rates when they are sent during the week.
Although ever evolving, prevalent technology, such as mobile and tablet devices are beginning to change the results a bit, it is still likely that mid-morning on a Tuesday, Wednesday or Thursday can increase opening and click-through rates.
Research indicates that at 11:00 your recipients have already opened and acted on all emails received overnight and are much more likely to open and read your message. The same goes for 15:00 when recipients have cleared the lunchtime backlog, therefore boosting your chances of success.
What does your A/B testing tell you about your optimum ?send time'?
Your email marketing must motivate your customers and prospects to perform a certain action and a weak call-to-action can ruin an otherwise great campaign.
In the body of your email clearly tell your customers:
Create an email that your recipients will want to forward onto their friends. Whether it contains a discount code, special offer, or something really memorable; include something your customers will want to pass on.
Getting your email newsletter to display optimally on mobile devices is just as important as ensuring that it can be read in long-standing email client formats like Outlook and Gmail. In fact, mobile email client usage is soon set to eclipse both that of webmail and desktop clients, meaning that providing a less-than-optimal reading experience on the small screen may not only inconvenience a few recipients, but eventually the majority ? significantly reducing the impact of your email.
Remember to check your statistics to see what percentage of customers are already opening your e-shots on iOS, Android or other mobile platforms as this will give you a clear picture of whether investing in a responsive template is the right choice for you at this point in time.
We would love to hear about your e-marketing experiences and what works best for your client base ?email [email protected] with your feedback or if you require our expertise in boosting your future campaigns.