Regardless of whether your business is B2B or B2C, chances are good that email communication plays a big part internally and/or externally in your organization. If it doesn’t….it should. Research shows 92 percent of online adults use email, with an average of 61 percent using it daily. The competition within an inbox is fierce, so you want to be sure to create email campaigns that are effective and engaging.
Here are some tips to keep in mind when creating an email marketing campaign.
1) Keep the call-to-action simple. We’ve all received emails that are overwhelming, with too many content pieces competing for our attention. An email with a very clear call to action will get a better click-through rate than one that tries to get the audience to do too much. If you have multiple things to communicate with your audience, put the most important information first, where it is more likely to be seen. If you have multiple important messages that are not closely related, it might be better to send separate emails to ensure your recipients don’t lose interest and miss important information.
2) Make sure your emails are mobile-friendly. Almost 53% of emails are opened via phone, so if your emails are not optimized for mobile delivery, your audience may just see a jumbled mess. If you use an email marketing service like MyEmma or MailChimp, your emails should automatically resize themselves depending on the device with which they are opened. Still, you should double check to make sure all of your content looks just as good on a phone as it does on the computer, or you could be missing out on the chance to connect effectively with recipients.
3) Add personalization to get attention. Have you ever received an email that had your name in the subject line? While you might have deleted it otherwise, catching your name in the subject line probably prompted you to give the email a second look. In general, 53 percent of marketers say ongoing personalized communication with existing customers has a significant impact on revenue. Personalization is not appropriate for all audiences all the time, but it can be effective to help boost open and click-through rates when used strategically.
4) Invest in automation for more sophisticated lead nurturing. As mentioned, email marketing is an extremely popular form of communication with both B2B and B2C audiences. How does one compete with all of the other messages being delivered to people’s inboxes? Email automation can help companies create sophisticated touchpoints with audiences to deliver timely, relevant content and can save time. While automation software can be pricey, it pays off when your business is complex and has a lot of content that can be pushed out to current and potential leads. If you’re ready to take your email marketing campaigns to the next level, it doesn’t hurt to reach out to an automation partner to learn about your options.
5) Obsess over analytics. You might send out an email newsletter each month to customers because you think it’s a good idea, but your analytics will be able to tell you for sure how effective it is. There’s no use in spending hours each month assembling content for something people aren’t going to open or read. Most email marketing platforms offer pretty advanced analytics for mailings, including click-through rates, open rates, devices used and more. It is a good idea to review these analytics reports for each email sent so you can learn about recipient’s interests and reading preferences.
Kristy Lucero is an Account Executive at Lovell Communications. Connect with Kristy at:Kristy@lovell.com.
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