8 Inspiring Email Marketing Resolutions by Mangeon, 2016:
1. Why Use the double opt-in method for list building?
Building a robust list is critical to your mailing strategy because without an email database, you have no one to send to! However, using the single opt-in method to grow your list, and grow it fast, results in cutting corners. Many marketers have a knee-jerk reaction to choose the single-opt in method because they want to gain as many leads as possible but list health is about quality, not quantity!
2. Eliminate clickbait subject lines.
Anything to get an open, right? Wrong! A Return Path study looked at more than 9 million emails and found that emails with clickbait-like words in the subject line had lower read rates compared to emails with similar content that avoided clickbait words. For example, the use of “Secret of” resulted in an 8.69% decrease in read rates compared to messages containing similar content sent under different subject lines. The word “shocking” accompanied a 1.22% decrease in read rates as well.
Check out Return Path’s graph below breaking down clickbait keywords you should steer clear of:
On top of clickbait subject lines underperforming, this technique also breaks the trust between reader and marketer. Don’t make the mistake of using a subject line that doesn’t reflect what’s actually inside the email. Even if this tactic feels like an easy way to get an open, it may just as easily result in an unsubscribe, too.
3. Take the time to implement better preheader text
In 2016, let’s all make a promise to not make the rookie mistake of displaying the basic preheader text seen in Real Simple’s email below:
Preheader text, also known as the Johnson box or preview text, is the short summary copy that follows the subject line when your reader is viewing your email in their inbox.
With 93 billion marketing emails being sent each day, don’t waste this valuable section of real estate with a generic phrase. Your preheader can be the difference between an open or your hard work going into the trash.
Here are some preheader text ideas to kick start the brainstorming process:
- Give a content overview
- Elaborate on your subject line
- Tease with an incentive/offer
- Personalize your text
4. Stop sending entirely image-based emails
While images in email can be extremely beneficial, your graphics should work in unison with your supporting copy. If you rely only on images to get your message across, image blocking could become your biggest adversary.
5. Know what mobile-friendly really means.
Smartphones, tablets and mobile devices have infiltrated almost every aspect of our lives. In fact, 82% of people use mobile phones to check their email and the average person checks their smartphone 150 times/day. Mobile marketing is evolving at break-neck speed, so it’s critical to use responsive design in your templates. However, don’t make the mistake of thinking that’s all you need to do optimize a mobile reader’s experience.
First and foremost, make sure you follow a content hierarchy when designing and writing your email. That means putting the most important information (call-to-action, incentive, etc.) in the first couple of sentences. Also remember to write subject lines and preheader text that are short enough to be compelling on mobile devices. While different mobile devices display a different number of characters, an optimal subject line length is around 40-50 characters.
Other elements that will make your email more mobile-friendly include:
- Make your buttons touchable with a minimum target area of 44×44 pixels.
- Have your text display at a minimum of 13px so your reader doesn’t have to pinch and zoom.
Finally, an often overlooked, but important component of optimizing your mobile-readers’ journey is having a responsive landing page or website. It would be a shame to get a click-through, but then direct a reader to an ugly, non-responsive page. Conversion lost. Solve that issue easily by remembering that email is just one part of the customer journey.
6. Invest in dynamic content software to increase relevancy
Relevancy is one of the most important elements of a successful email campaign. In fact, relevant emails drive 18x more revenue than broadcast emails and 56% of people unsubscribe due to irrelevant content. So how do you ensure that you’re providing relevant messages to each and every one of your readers? By leveraging dynamic content in your mailing strategy.
Dynamic content tools use data about your subscribers to automatically define segments that are as small as a handful of people with key similarities, or even just one person with unique interests.
Use dynamic content in email to increase your click-to-open rate by using the following data/behavior of your readers:
- Purchase cycle
- Past purchases
- Subscriber behavior
- Countdown timers
Dynamic software is no longer the future, it’s the present!
7. Make 2016 the year to test all your emails before sending
Properly testing your email campaign before you send it can make or break the success of the email. Unfortunately, some marketers still think that testing their email by sending a test to their iPhone or Gmail inbox will do the job, but this isn’t always the case. Why? Because every email client’s rendering engine is NOT created equal.
8. Integrate your email and social marketing efforts.
Many marketers think that email and social media are entirely different channels and should be treated and planned for as such. This couldn’t be farther from the truth as these channels can—and should—work together in unison.
To start the integration, capture email address on social media channels. Even though the number of active users on social media is constantly on the rise, 77% of consumers still prefer to receive permission-based marketing through email. So use the engagement you already have on your social media channels to convert fans into email subscribers, and then email subscribers into customers.
For further information about our Digital Marketing Solutions please contact:
Kalle Rajala, Client Manager – Core Relations Nordic AB
Phone: +46 40 616 00 77