5 Email Marketing Best Practices You Aren’t Using Yet
Posted by Megan Webb-Morgan on February 14, 2013 in Email Marketing [ 0 Comments ]
A study by GetResponse found that 23.63% of all email opens occur within the first hour after delivery. Within the second hour after delivery, the results drop by half.
Make your email marketing campaigns more effective by utilizing emerging best practices – like taking advantage of mobile, changing the way you send emails, and applying your marketing efforts across multiple channels.
Have a Mobile Strategy
As of late 2012, more than 50% of mobile users read email on their phones, and 88% do so every day, according to the Pew internet and American Life Project. These numbers are expected to grow in 2013 making it even more important that your emails are formatted for mobile viewing.
- It is imperative that customers can access your landing page, website and any other links within the email from any device.
- Not only do your mobile website and landing pages need to be optimized for mobile, but the emails themselves need to break away from “mobile-friendly” scalable templates and begin accounting for responsive design.
Send Emails on the Weekend
If your initial response to sending marketing emails on the weekend is “Hogwash!” then think again. Research from Kissmetrics found that “Email open rates and click rates are highest in the early morning during all days of the week, with the weekend being the highest.”
Furthermore, the GetResponse survey found that almost 40% of all email marketing messages are sent between 6 am and 12 noon – creating quite a glut in your inbox. As a result, “Messages sent in the early afternoon have a better chance of being noticed and consequently achieve better results: up to 10.61% open ratio and up to 2.38% CTR.”
Use Casual Subject Lines
Last year the Obama campaign raised $690 million, mostly through fundraising emails. According to BusinessWeek, one of the best and most effective subject lines used by the campaign was “Hey…”
- Using a casual subject line devoid of traditional email marketing terms can surprise your subscribers into opening your emails due to the simple power of curiosity.
- Any time you change up your email messages, be sure to experiment with split (A/B) testing to gauge their effectiveness. You may find that alternating between casual subject lines and more traditional versions may give you the best response over time.
Avoid Overused Terms
77% of consumers prefer to receive promotions via email according to ExactTarget’s 2012 Channel Preference Survey. The popularity and prevalence of marketing emails means that many of the go-to terms used by email marketers have become stale, and even tropes. Look for new ways to say terms like:
- Largest Selection
- Best Price
- Free Gift
For more advice on avoiding tired terms, check out Top 10 Overused Words in Email Marketing.
Market Across Channels
Your marketing emails no longer have to simply sit in your customers’ inbox until they decide to read or delete it. By connecting your email marketing efforts to multiple channels, you can boost your overall response from subscribers.
- Set up automated SMS messages, mobile app notifications, or targeted display ads that encourage subscribers to act on the call-to-action within your marketing email.
- A study by the Direct Marketing Association found that “customers who buy from two channels (vs. just one) are between 20 and 60% more valuable, while triple-channel buyers are 60-125% more valuable.”
Connecting your email marketing campaign to your other marketing channels is an effective way of increasing click-through rates and overall conversion rates. For best results, make sure that your campaign is optimized for mobile and integrated with your business’s overall marketing strategy.