5 Ways to Improve Your Email Campaigns
To say that today’s email inboxes are overcrowded is an
understatement. An estimated 93
billion marketing emails are sent each day, yet only 22 percent of them are
opened. The struggle for attention in the inbox is real.
But don’t despair. In the spirit of the new year and
starting afresh, here are five easy ways to improve your email marketing
efforts to get better results:
1. Start with segmentation
List segmentation has been found to increase
open rates by as much as 14 percent. Yet only 30
percent of marketers personalize their email content. Reverse the tide and
begin your campaign process by thinking about segmentation.
What information do you already have-or
could you easily obtain-to make your emails more relevant and targeted to the
individuals on your list? From
demographics to digital behavior, start using data to increase the
relevancy of the emails you send.
2. Make a good first impression
As the popular saying goes, you never get a second chance to make a first
impression. Your email’s subject line and preheader (or preview) text are that
first impression in the inbox. In fact, 35
percent of email recipients say that they open an email based on subject
To make the most of this valuable inbox real estate, keep your subject lines
short and relevant. A maximum of 50 characters in length will display on most
mobile devices. In addition, be sure to use the 50-140
characters of preheader text to entice readers to open your email. And
we’ve got plenty
of ideas about how to maximize that space.
3. Design with mobile in mind
your email has been opened, first impressions are still key, especially for
mobile users. As many as 70 percent
of smartphone users say that they will delete emails immediately if
they do not render properly on their device.
The best mobile experiences in email are created with the use of responsive or fluid
hybrid templates. If your email service provider does not
already offer these types of templates, there are many available online both
for free and for a minimal fee. If you code your own emails or have an email
developer, there are responsive email design tutorials online, too.
We’ve got an entire blog
post dedicated to mobile optimization. Once you have customized and optimized a
template that should look good across clients, platforms and devices, test it to make sure that it does.
4. Simplify your content
Mobile users likely read your emails while they are on the go, which makes
it important to simplify the content you include. Long text blocks and
competing calls to action will reduce your ability to garner click throughs and
According to the National Center for Biotechnology Information, you have
seconds to capture someone’s attention and data from several years ago
suggested that emails were open, on average, 15-20
seconds. So, set a timer. Open a test version of your email campaign on
your mobile device and determine if what you want to convey in the email is
easily understood in this short amount of time.
5. Stick the landing
Even though your campaign landing pages are not inside of the email
environment, they still comprise half of the conversion equation. Still, many
marketers make the mistake of spending a lot of time and effort to optimize their
emails for mobile devices but then forget to do the same for their landing
pages and website.
In fact, only 48
percent of marketers build a new landing page for each of their marketing
campaigns. Commit to being top of class by taking the time to optimize
your landing pages with responsive design, as well. And, be sure that the
design and copy on the landing page match the design and copy of your email for
a seamless customer experience.
Make 2016 the year you improve your results by prioritizing your
email marketing program! We’ve even got a free download to help you remember
these five easy steps when you start to plan and execute your email campaigns:
When email is almost 40
times better at acquiring new customers than Facebook and Twitter combined and 68
percent of companies rank it as the best channel for ROI, it’s well worth
your time and effort to do it right.
Share your thoughts
What are other easy wins you’d suggest for improving email campaigns?
Join the conversation in the comments below.
Author: Alex Ilhan
Hailing all the way from England, Alex brings his email development expertise along with an endless stream of cups of tea and British cynicism. Follow him on Twitter: @omgitsonlyalex.