10 Ways to Make the Most of your Email Marketing

10 Ways to Make the Most of your Email Marketing

Are you trying to understand how to make your email marketing more effective? In our last post, we discussed how important it is to utilize your email marketing lists, but now it’s time to really get into the thick of how to get the most out of your email strategy. There are right ways and wrong ways to do it, and just a few tweaks here and there can lead to an increase (or decrease!) in conversion rates. If you’re going all-in on your email marketing campaign, then take a look at these 10 ways you can make your campaign as effective as possible.

  1. Make Opting-in an Option
    Add subscription and opt-in forms on all of the relevant pages of your website and for every email you send out. According to a 2014 survey, 95% of those who opt into email messages from brands find them “somewhat or very useful.” Make it easy for them.
  2. Be Responsive
    72% of Americans send and receive personal emails via mobile devices weekly, and mobile accounts for 47% of all opened emails. If you’re not utilizing a responsive email design that is compatible with smartphones, tablets, and other mobile devices, then you could be missing an insurmountable amount of your audience. Invest in a responsive email template and you’ll see your conversions go up.
  3. Find the Right Ratio
    Design, design, design! Once your recipient opens your email, the major thing that will turn them into a click-througher is your design. Don’t overload too much with text, and too many images can come off as spammy. It’s an ongoing conversation about what the right ratio is, but the general rule of thumb is 20% images to 80% text. That should lead to the right balance and should lead to more click-throughs.
  4. Perfect Your Subject Lines
    Getting your audience to open your emails is half the battle. Some marketers say the longer your subject line is the more it engages your audience. Some say the shorter it is, the more curious they are to open it. Research by Adestra tracked over 900 million emails and concluded that actually, they’re both right. They discovered the 60-70 character “dead zone” for subject lines that led to a sharp drop in open rates. Stay below 50, or above 80 and see what works best for your specific content.
  5. Integrate Social Media
    Emails with social media accounts attached to them enjoy a click-through rate at least 100% higher than those without them. Enough said.
  6. Timing is Key
    Know when to send your emails. This depends on your business, your product, and your intended audience. Keep an eye on the trends on your industry. In general, the highest open rates occur early in the week, but it’s dependent on a bunch of confounding factors. Refer to tip #7 to see what I mean.
  7. Keep an Eye on Your Metrics
    To maximize your ROI, your campaigns need constant tweaking. There are no silver bullets for email marketing, so looking at your performance numbers is really the only way to stay ahead of the curve. Your marketing service should feature breakdowns and summaries so you can see your emails’ performance. Constant Contact, Mailchimp, and Aweber all have built in tools, but there is no shortage of good 3rd party programs that can help give you an edge.
  8. Engage with Specific Content
    Be sure that your content is specific to your audience, and it’s engaging in some way. If you have a subscriber’s list, then your emails should be tailored for their needs and interests. This leads to an uptick in engagement and repeat business.
  9. Give an Opt-Out Option
    This sounds counterintuitive, but it’s important to make it easy for your recipients to remove themselves from your email lists. There are actually some potentially serious drawbacks by making it difficult, including bad press and a denigration of your reputation by frustrated users who don’t want to receive your emails anymore, and it can mess with your metrics a lot by having “dead users” on your list.
  10. Be Human
    It seems obvious, but it’s worth reiterating. You’re demanding these people’s attention by emailing them your offers, and every email you send should have a human touch to it. Templates are useful and cost effective, but don’t over-rely on them. These kinds of qualitative principles have an immeasurable effect on the success of your campaigns, and will lay the groundwork for respectable, consistent engagement with your audience.

We can help you make the most out of your email marketing. Call us at (856) 520 8218 to  find out how.

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