Although a tough nut to crack, email marketing has got to be the most effective and economical option in terms of marketing a product. Surveys show that for every dollar spent on email marketing, the returns far exceed that of marketing dollars spent on mobile marketing, social media marketing, and search engine marketing, among others.
To ensure that your emails are seen, read and distributed, brands need to focus on three particular metrics. In order of importance, they are
- Open Rate
- Click Rate
In this blog, we aim to highlight ways that optimize these metrics and in the process, help you perfect the best email marketing strategy for your brand.
Optimizing the Open Rate
The open rate is nothing more than the number of people who have opened your email. Plain and simple, right? Not really. In a time when most people have subscribed to at least 8-10 different mailing lists, personally or professionally, it’s easy for one (or several) emails to get lost in the daily barrage and go unnoticed.
Besides the obvious that you should come up with more interesting subject lines, here are 3 ways you can better open rates
1. Resend un-open emails
Everyone knows, cracking the perfect email is hard work. So why waste it when someone hasn’t even seen it. By resending emails, this entrepreneur was able to increase his reach by 54.7%. Clearly, the numbers don’t lie. Add some variation by sending the same email with a different subject line if the email still remains unopened.
2. Test Sending Times
The aim of the game is to send the email when your target audience is the most available to read an email. For instance, a B2B company would be best suited to send their emails during the early hours of the work morning or during lunchtime, when most professionals have leisure time to go through unsolicited emails. On the other hand, a B2C e-commerce site might have better luck sending the emails after work hours, post-dinner time and just before bedtime – the times when most people are idling with their mobiles. So ignore the surveys and test out the times your audience is most likely to open your email.
3. Cut out Spam Triggers
The worst thing for email marketers is to have their email reach the spam folder. More than 100 billion emails are flagged as spam. Nobody, and we mean nobody checks their spam folder unless they are specifically asked to. In order to try and curb the possibility of emails hitting the dreaded spam, trim down on words that act as triggers. “Free trial”, “Earn per week”, “no credit check” and the likes may seem great to grab eyeballs, but will backfire in the long run.
Improving Click through Rate
Once you’ve successfully gotten the prospect to open your email, the next step is to get them to click through to your site. Now, this may seem like a simple enough task, but these tips won’t hurt your chances of getting people through to your landing page.
1. Make the Email Mobile Responsive
Surveys show that most emails are opened for the first time on mobile phones. Now after you’ve worked hard to get the prospect to open your email, the last thing you want is to frustrate them with an email that they can’t read. Remember to test your email on several devices before hitting send, smartphones and tablets included.
2. Add a Video
Any seasoned marketer will know that video marketing is on the rise. In fact, research shows that adding a video in an email can increase your rate of return by over 280%! So, it’s clear that one of the simplest ways to improve your click-through rates is to motivate your audience by adding a video in your email.
3. Add Multiple CTA’s
In longer emails, those that go beyond 2 scrolls, it’s best to add more than just a single CTA. One of the best practices would be to add a CTA at every scroll. That way, if one section of your email has convinced the prospect, they won’t have to be inconvenienced to scroll to another section of the email to click. Focus on the types of CTA’s you want to add too – links or buttons. Plus, always remember that almost everything is a mind game. Choosing the right colors for your CTA’s also plays an important role.
For instance, a Red CTA raises a sense of urgency, whereas a Blue CTA appears to be more trustworthy.
By following these simple steps, you’re sure to be well on your way to building a successful email marketing campaign.
Bonus Tip – Once you’ve gotten your audience to open and click through to your emails, focus on increasing the reach of your emails by adding a distribution technique in the body of the email. Well placed social share icons, or a “Forward to a Colleague” are great ways to get the email passed on to a larger audience than what you began with.