Best Practices For An Email Marketing Strategy

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Do you want your email to stand out in a crowded inbox?

Email marketing is still a powerhouse. Marketers have the opportunity to achieve successful results from their email campaign. Just last year 44% of email recipients made at least 1 purchase based on a promotional email (i). However, high competition poses a challenge to marketers. You must keep your emails fresh, interesting, and relevant to stand out from the crowd and optimise your email marketing strategy.

Follow our 7 Best practices to optimise your click through rate, engagement and sales.

  1. Adopt a Permission based marketing strategy

According to a study by ExactTarget, 77% of consumers prefer to receive permission-based marketing communications through email. Unlock the power of permission by encouraging your customers to subscribe to your mailing list. Make sure you have a simple and clearly defined subscribe function on your website. Sending emails with permission to your prospects is a perfect step towards an effective relationship built on trust.

  1. Make it mobile responsive

In Q3 2014 53% of total emails opens occurred on a mobile phone or tablet (ii). As mobile is the growing to be the most popular device used for reading emails, responsive design changes must be implemented for emails to fit the screen size of your reader. Mobile-friendly emails typically use a single column of content with a strong visual hierarchy, larger thumb-friendly buttons, and larger font sizes so that emails are easy to read on smaller screens.

  1. Create the perfect Subject Line

For best results, your subject line should be straightforward, yet descriptive. It’s important to avoid pushy, sales based subject lines and steer towards titles that highlight an element of importance or a benefit for your reader. Don’t let your character count limit a good treatment, but if you’re looking for a guide, 40 to 60 characters is a golden length.

Don’t forget to optimise your subject line with a pre-header to provide further insight and reason for the reader to open your email.

The first field that appears in inboxes is your ‘from name’, so be sure that your title is trustworthy and recognisable to your audience, to avoid being labelled as spam.

  1. Format your message with a clear layout

Readers don’t want to spend time analysing your email, therefore, providing clarity is a must. Highlight your most important information using a hierarchical structure. This will help you achieve optimal engagement from your audience.

  1. Provide a clear call to action (CTA)

After you’ve successfully engaged your audience, you can encourage their next steps with a clear call to action. Your CTA should clearly state your goal and inform your readers of what to do next, promoting click through actions. This also includes how they will benefit from reading your email and clicking through to any further documentation or webpage.

  1. Recognise that time and day is key

You need to optimise your opportunity for your email to be seen. By scheduling your emails to send at the right time and day, your email will be seen at the top of a cluttered inbox. But when’s the right time to send? A return path study found 40% of mobile emails are opened on Wednesday. However, it’s important to research when your target market is most active in their inbox for the best results.

  1. Get personal with your audience

According to Econsultancy, 74% of marketers say targeted personalisation increases customer engagement, while a further 94% of companies agree that personalization ‘is critical to current and future successes. Through segmentation, you can develop a narrowed focus in your message and target leads to great relevance. With the right data, you can personalise on places, activity and your customers’ lifecycle stage. For more information on personalisation please see our article, ‘How to achieve true personalisation’.

Want more information on email marketing? Please contact us.





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