Email marketing campaigns have become one of the most widely used communication channels for businesses across the globe. Although some people may believe that it is not sustainable, the numbers and usage show differently.
One thing we can agree on, however, is that email marketing campaigns can be effective. Businesses must ensure that their emails are:
a.) Reaching Consumers’ Inboxes
b.) Capturing their Target Audience’s Attention
These two factors, among others, are extremely important in email marketing. Let’s face it: If your emails are just filling up your audience’s inbox, then they are just as ineffective as if they weren’t even sent.
These best practice tips from Direct Marketing News will help you improve your email marketing campaign strategy:
1. Implement real-time replies. One of the great things about email marketing is that the data it yields can often be collected in real time to create segments. This typically utilizes tools such as a call-to-action, which provides an immediate follow-up email once clicked, or a trigger email, which sends more information at a specified time.
2. Use mobile wisely. One of the best ways to improve your lead generation and customer acquisition efforts is to mesh mobile and email marketing channels. According to Direct Marketing News, between 30 and 60% of businesses’ email marketing campaigns are now being read on a mobile phone or tablet device. Businesses can take advantage of this by segmenting their subscribers by device or operating system and sending messages that include specific keywords.
3. Design your emails for mobile. Many consumers use their smartphones to sort emails before viewing on a computer. Your email marketing campaigns should be designed and optimized for mobile since more than 80% of non-optimized emails will be deleted without being read, and nearly 30% of consumers will unsubscribe entirely.
4. Use compelling creative. With the popularity of email marketing campaigns continuously growing, customers’ inboxes have become cluttered. It's important to make sure your email is compelling from the subject line through the content. Once the consumer opens the email, make sure the creative follows what the “from” and “subject line” promised so consumers do not delete or unsubscribe your message.
For more email deliverability tips and tricks, download Alert Solutions’ Email Deliverability Best Practice Kit today!