Every week, a new “industry guru” declares that email is dead when it comes to marketing. But the statistics don’t agree. According to McKinsey & Company, email marketing is nearly 40X more effective than Facebook and Twitter for acquiring customers. In fact, 72% of consumers say that they prefer not only to receive business communication email, but also to receive email more than once a month. And the return on investment in email marketing is huge. According to the national client email report by DMA, for every dollar you spend on email marketing, you can expect a return of 38 dollars. So why are so many businesses still struggling to get email marketing right? Here are 8 tactics to help you supercharge your email marketing.
- Tell a Story
No one wants to receive an email that seems to be written for the masses, especially not when they gave out personal information to be included on your email list. But when your email list is very large, and you’re using a service to help you get your emails out in a timely manner, personalizing each and every one can get tricky. Just using someone’s name isn’t exactly the same as nailing an intimate voice.
Instead, try telling a story with your email. Talking to your email list as though you were sharing a friendly tale over lunch, rather than giving them the polished sales pitch, is a good way to make your emails feel more personalized. Give them insight into who you are as a company and brand by letting your personality shine through the text.
- Writing for your Audience
One of the biggest reasons that email campaigns don’t earn conversions is that the content wasn’t written for the audience; it was written for you. The audience doesn’t care about your business, and in truth, they really don’t care about your product or service either. They care about their most pressing need or concern, the thing that you’re offering a solution to with your product or service. Tweak your content to address their needs or concerns, rather than simply telling them about the product or service. Give them valuable information and or make them laugh.
- Create a Succinct Subject Line
Your subject line is very important as 69% of email recipients report email as spam based solely on the subject line. Multiple marketing tests from companies in all different industries have shown that email subject lines longer than 60 characters don’t get opened. Also, more than 60 characters will not show up well on mobile. In fact, between 60 and 70 characters is considered the “dead zone”, where clicks drop to an abysmal level. Take a lesson from President Obama’s email fundraising efforts; his most successful emails usually had a subject line of “Hey”. Just three characters is all it takes to get your customers clicking.
- Give Away Something for Free
It’s an age-old marketing tactic that stands the test of time no matter what industry you’re in. People love free stuff. When customers sign up for an email list, they typically do expect to find something exclusive that can save them money – it could be conditioning by other companies, but it’s a business model that works. Offering free eBooks, free educational webinars, or even simply discounts on product, are all methods that frequently earn high click through rates.
- Be Mobile Friendly
Nearly half of all email received these days is opened and read on a mobile device. If your email isn’t responsive for mobile devices – meaning the format still looks great, the links still work, any tappable elements are located mid-screen where a scrolling thumb won’t accidentally tap, and images aren’t too hefty for a mobile device to load – then you are losing the attention of a huge portion of your email list. Many tests show that a good method for mobile readers is to include a “Read more now” button above the fold that redirects to your website. Be sure to test with your own list to find out how your audience responds to this.
- Sending Emails at the Optimal Time
Timing does matter. On average sending emails on Tuesday either at 10am or from 8pm to midnight seem to works best but experiment with different times to see what works best for your audience.
- Reengage Inactive List Members
Did you know that most business email lists are made up of about 63% inactive members? This means that more than half a list is never clicking, never opening, and never buying. In order to ensure that you don’t lose the majority of your sales opportunities, it’s a good idea to be constantly reengaging those who have gone inactive. For example, sending out a special discount for list members who haven’t opened the last four to six emails, or sending out an update email regarding changes that have occurred since the last time this member clicked through to your website.
- Experiment with List Segregation
One of the most crucial parts of having an email list is using that list to perform market research. The best way to do this is to segregate the list into groups, and send each group different emails. This allows you to test what works and what doesn’t. You’ll often hear this referred to as A/B testing, because companies will send out an A email and a B email. You can send out more if you prefer, but be sure to keep track of which emails are hitting their targets.
Like most things in business, it’s all about dong experiments. By changing and testing these different tactics, you are likely to increase your open and conversion rates. Please comment below if you have any additional tips.