Imagine what it would be like if all of your customers and prospects opened your emails. And that they we allured by your call-to-action. In order for you to convert more leads from your email marketing, you have to first get your readers to open your emails, and click through on them.
People have learned to filter through all the email they want to see and unsubscribe from all the rest. These tips will help you boost your email marketing and stand out in your readers’ inbox.
Email marketing is one of the most direct ways for you to reach your audience. And no other digital marketing investment returns the same financial profits as email.
The Direct Marketing Association released a report that email marketing yields an average of 4,300% ROI. And, for every $1 spent on email, $44.25 is the average return on email marketing investment. (EmailExpert, 2014).
You can make each part of your email marketing campaigns more effective and increase your email list. Incorporate these tips to improve your email marketing ROI.
The Who And The What
The two biggest factors influencing open rates are the name (the who) the email is coming from (64%) and the subject line (the what) of the email (47%). Source: Chadwick Martin Bailey
There is a ton of competition with an average of 125 emails a day flooding our inboxes. You really need to take it a step further. Subject lines that create a sense of urgency (ex: “ends tomorrow”) and exclusivity (here’s an exclusive 15% off) oftentimes produce a higher open rate.
Who the email is from is often overlooked. Did you know that 35% of your audience opens emails based on the subject line alone (Convince and Convert). Readers see the from name even before they see the subject line. That is the first opportunity to influence your reader, so use a name wisely to entice them to open your email.
Designing For The Mobile Inbox
More than 50% of emails are opened on a mobile device (Litmus, 2015). Furthermore ExactTarget reports that 70% of consumers say they delete emails immediately if they do not render well on their mobile device.
Readers have become accustomed to scrolling through content. There is now a shift from using really simple, short emails, to ones that include large images that include all the content you need. Strong designs typically have these characteristics:
- Single column layout
- Block text
- Spacing around the CTA button
- Bigger fonts and buttons to ensure readability
- Color and contrast for directional cues to your CTA
- Links/buttons to the middle or left for ease of use
- A main call-to-action that is repeated further down in the email
- All the pages emails are linking out to, also looks good on a mobile device
Together, the copy and design of your email can strongly influence your reader to move beyond their inbox and to your website. You can have the most beautifully designed email and compelling copy. But the most important part of getting them to take an action is through a persuasive call-to-action (CTA).
Your call-to-action must always provide benefit for your reader. And make your offer clear, so that they know exactly what they are getting for investing their time with you.
This is absolutely key to your email marketing success. Personalization makes readers feel like you get them and therefore, provides a reason why they should engage with your business. It enables you to match the different interests of each recipient. You will quickly see that your are growing your list, not spamming it.
Numerous studies have revealed that the more personalized your email is, the better it will convert. In fact, Experian Marketing Services revealed that including personalized product recommendations into transactional emails can generate a 20% increase in revenues.
66% of online consumers have made a purchase as a direct result from an email according to the DMA. And 82% of consumers feel more positive about a company after reading custom content (Source: Demand Metric 2014).
Social Media Integration
Email and social media are complementary marketing channels. Integrating social media in to your emails broadens your reach. Adding social sharing tags (Facebook, Twitter, Google+, etc.) gives your readers the tools they need to spread your message word.
Social media is a great way to grow your email lists as well. After your content has been shared by your readers, the people throughout their network who are interested in your company, will need a way to connect with you. So make sure to include email opt-in forms on your social media channels.
You need to find a balance and strategy that works for your audience. One of the best ways to do that is through testing your campaign. Test and tweak to optimize your email marketing programs. Spend the time and effort to write eye-catching from names, subject lines, design, and content.
Any of the above suggestions will help you optimize your email marketing efforts. If you get a chance to test any of them out, I’d love to hear how it goes for you!