Email marketing is a powerful tool for engaging your client base and keeping your brand top of mind. However, you can't generate any revenue if your email marketing campaigns aren’t being opened. Getting the most out of an email marketing campaign remains a constant challenge for email marketers.
Below are 5 easy steps you can take to help increase the response rates of your email marketing campaigns today:
Write a Clear and Informative Subject Line
Inbox clutter is at its worst, which makes your subject line crucial. You only have on average 50 characters to tell your readers who you are, what you are offering and why they need to open your email up right away.
Use Familiar Sender Information
Make sure your company or brand name shows up in the "from" field, not an email address, a department name or a person's name - unless that name would be instantly familiar to your target audience.
Design Your Email Marketing Campaign for Preview Panes
Many readers view only a portion of your email marketing campaign in a preview pane, so don't waste key real estate with copy or images that don't tell the story. Others read email on their mobile phones, which gives you an even smaller window to work with. To accommodate these recipients, create a short version of your email marketing campaign in text format or link to a full web version or the campaign within the message.
Avoid Image Blocks
You can no longer rely on images to tell your story or sell your product. Today's email clients routinely block images by default. Make sure your target audience doesn’t miss important information by replacing a call-to action image with text instead. Or duplicate your call to action in text with the body of your email marketing campaign. To learn more about effective email campaign imagery, click here.
When you test your email marketing campaign on a small sample of your target audience, you can look for weaknesses in many places, including the content, the subject line, the images used and overall layout. Click each link, and review all images to be sure they display properly. If you can, view the email marketing campaign in different email clients and browsers to confirm compatibility.