According to Hubspot, email marketing has an ROI of 4,300%. It isn’t difficult to see that email marketing is not dead, in fact, it is very much alive. Don’t give up on email marketing in 2014; instead follow these 10 tips for managing your email marketing campaign.
1) Develop Catchy, Truncated Subject Lines
Did you know that 33% of email recipients open email based on subject line alone (Salesforce)? This means that creating a short (50-60 characters), intriguing and to-the-point subject line is vital to increasing your open-rate.
2) Use a Custom Newsletter Template
Reflect your company’s branding through a custom, original newsletter template, employing your logo, colors and a unique layout.
3) Provide Useful Content
This is obvious, but very important. Subscribers will only remain subscribed if you are providing them with information that is useful, helpful and relevant.
4) Test Multiple Times
Don’t make the mistake of sending out an email with a broken link or missing photo. Test your email by sending it to several email accounts with different email service providers.
5) Make it Easy to Subscribe AND Unsubscribe
Optimize your subscribe options on your website, making it easy for people to opt-in. You should also make it easy for people to unsubscribe. Of course you don’t want to place the “unsubscribe” button front and center, but make sure it appears in your email somewhere.
6) Share on Social Media
If relevant, share your e-newsletters and e-blasts on your social media sites to increase their reach. Many email marketing providers offer an easy option for sharing with social media.
7) Make it Scannable
As with blogs, people are in a hurry and are most likely scanning the content. Thus, employ short paragraphs, bullet points and emphasized phrases to enhance scannability.
8) Make it Mobile-Friendly
Everything on the web must be mobile-friendly and email marketing is no exception. According to Marketo, 64% of decision-makers read email via mobile devices. Make sure that your provider allows for mobile-friendly emails and that your emails are designed for mobile devices.
9) Employ a Clear Call to Action
Whether you are asking readers to subscribe, donate, read a blog or like your Facebook page, there should always be one clear CTA.
10) Create a Schedule
Remembering to send out e-blasts, while not cluttering subscribers’ inbox, can be a challenge. Create a schedule for occasional e-blasts, monthly or bi-monthly newsletters and other important updates. This will help you to maintain visibility without overwhelming your readers.
Email marketing is still an important aspect of your digital marketing campaign, playing a large role in driving traffic to your website. If you need assistance with email marketing, contact Informatics today.
