Email Marketing: 5 Areas to Improve Now!

By July 15, 2019Marketing

Five areas of #emailmarketing regularly come up when discussing email campaigns with clients and fellow marketers — being aware of these areas and making improvements can dramatically improve the effectiveness of any email marketing campaigns —

1.) SUBJECT LENGTH

If a tree falls in the woods, does it make a sound if nobody is there to hear it? — If email subjects extend past the preview, do the words actually exist? The wise marketer keeps the email subject short, concise… and clever. Choose a tone for the subject that resonates with the reader, while maintaining (explicitly) high standards for objectivity, opinion and humor. Stuck on what should go into a subject? — think of famous song names and how the chorus or hook reflects the content of the song.

2.) LANDING PAGE

Just like a rodeo, most users don’t stick around more than 5-7 seconds, which means the landing page should be short and sweet, rarely extending past one screen length. Understanding layout and design principles is essential when creating landing pages — take brand guidelines, fonts and colors into consideration. Include a call-to-action where users can “read more”, “join now” or “get started”.

3.) 1000 WORDS

People love pictures… a picture is worth a thousand words! Photos, infographics, icons or any type of image will boost the effectiveness of the email content. Ensure the image meets the required size / quality and is hosted in a static location / link within the content management system.

4.) KNOW YOUR AUDIENCE

Devices play a key role in how the email is viewed. Emails should be tested and tailored for mobile and desktop devices to ensure all aspects of the message are displayed correctly. Develop buyer persona(s) to guide campaigns and increase effectiveness with content tailored for specific audience segments. Maximize customer engagement by creating content that is organically interesting and beneficial to the audience.

5.) ANALYZE, IMPROVE + ADD VALUE

Key performance indicators, like open rate and click-thru rate help gauge the effectiveness of campaigns, but making actionable insights and changes (still) represents a variable that can skew understanding. Examine factors like seasonal market changes, national holidays and time-of-delivery that can affect performance. Develop email marketing as a #leadgeneration activity and also as a way to determine trends in customer interest over a given time period — comparing email marketing performance to sales, web traffic and other sources of customer feedback contributes to business intelligence and a successful digital marketing mix.

Take a moment to review your #emailmarketing and #marketingstrategy — be sure to track campaign data to quantify the improvements!