Approximately 145 billion emails are sent out per day, resulting in 9,000 emails received per person annually, according to Lyris. With such a large volume of emails sent daily, how do companies ensure that their messages stand out amongst the crowd?
Email marketing is becoming a battleground with every business vying to increase open rates, generate new leads and hopefully attain new clients. With that said, it is not shocking that 65% of marketers say breaking through cluttered inboxes is their biggest challenge. But don’t lose hope, because with the proper arsenal of email marketing strategies, there is still a way to win the perplexing battle of email marketing.
The Email Subject Line
An email subject line is generally the first piece of information consumers see when a message is delivered to their inbox. With that said, the subject line can make or break open rates much like a pick-up line is the deciding factor in determining if you will get a phone number or not. Thankfully, there are a few simple tips that can improve the quality of a subject line:
Crafting a well-thought-out subject line that helps increase open rates rather than trigger the spam filter can mean the difference between hitting delete or open.
The Power of Personalization
It will come as no shock that consumers react positively to personalization. According to MarketingSherpa, 69% of consumers are willing to give up personal data in exchange for more customized services.
Segmenting email lists is a simple way to add personalization as it enables companies to customize emails for different audiences. Similar to developing buyer personas, segmenting lists allows companies to define different buyers by their varying characteristics. For example, filtering leads and current customers into separate lists ensures that each group is going to receive information that is of interest to them.
Additionally, segmenting lists makes it easier to provide relevant content, offers and calls to action to the consumer. Segmenting lists based on your consumers’ interests can increase the likelihood that consumers will actually respond as they are more likely to find interest in the content provided. The MarketingSherpa 2012 Email Marketing Benchmark Report states that 39% of marketers who segmented their email lists experienced higher open rates.
Beyond segmenting email lists, including personalized information such as a customer’s name in the content of the email can make the company seem more personal while also increasing the open rates. Findings show that email click-through rates increased by over 36% as a result of including personalized information. Personalization can even be incorporated into the subject line as personalized subject lines are 22.2% more likely to be opened than non-personalized ones, according to an Adestra Report.
One of the biggest problems facing email marketing today is the lack of mobile optimization. Today, 48% of emails are opened on mobile devices, while only 11% of emails are mobile optimized.
A simple way to improve mobile optimization within an email is to simply reduce the image file sizes. Larger photos that load slowly can slow down the loading time significantly on mobile devices. According to a study by the Aberdeen research group, every one-second delay in loading time drops the average conversions by 7%, therefore making sure emails load quickly is vital.
Similarly, if an image’s proportions are not defined for mobile screens, only half of the image might be displayed as opposed to centering itself in the mobile screen. Adjusting the style proportion in the HTML code of an email is a quick way to change the dimensions to the proper proportions for a mobile device.
Everyone at some point or another experiences the embarrassing moment when their finger is too large to open a link. Fortunately for us, the problem is not the size of our hands but buttons and links that are formatted too small. Simply increasing the size of links can help the consumer avoid this user experience issue.
While columns are a great way to organize content within an email, too many columns leaves an email looking cluttered with small text and images. Restricting email layout to two columns is a great way to simplify email layout.
Improving mobile optimization of an email does not take a massive email makeover. By implementing a few simple strategies it is easy to keep emails mobile-friendly.
Beyond sending mass emails, triggered emails (also called automated emails) provide the opportunity for companies to send an email in response to a customer’s action, such as visiting a landing page, signing up for a webinar, downloading an ebook or starting a free trial. As a result of each action, the consumer provides their information, thereby opening the door for an automated email to follow up with the consumer.
The average click-through rate for triggered emails is more than double the rate for mass emails. Triggered emails can be customized for many different purposes. Common types of triggered emails include:
With consumers’ mailboxes often overflowing with messages, crafting an email that stands out is essential to a successful email marketing strategy. Utilizing a few of these email marketing tips can mean the difference between the message being sent to the trash folder or being clicked open.
Topics: Email Marketing