It isn’t getting any easier to get customers to open emails from your business. With the average consumer receiving 10 or more promotional emails every day, brands are using emojis, responsive content and attention grabbing discounts to grab attention. Keen to avoid being blacklisted for spam or wasting money on ineffective mailing lists with low open/click rates–which some email providers don’t even accept anymore–email marketing is increasingly being associated with remarketing and/or building loyalty with existing customers.
As email click and open rates drop in some spaces, it wouldn’t be unexpected for some businesses to shy away from email marketing altogether. Signup.to found that event promotion, for example, had average open and click rates of just 21% and 2% respectively in 2014.
That’s not to say that email marketing is dead, by any means, as 2014 also saw brands like LV= and Monsoon take their average open rates to over 50% and click rates to between 20 and 40% using subject line optimisation and dynamic content. It really boils down to putting in the time and effort it requires to create an innovative, eye-catching email campaign.
Email Marketing Tips For 2015
Make mobile a priority
Odds are, if you haven’t already, you’ll be making sure that your website is responsive or has a mobile version. Extend this to your marketing emails to make sure they can be read on your customers’ smartphones and tablets. Many email programs do this as standard, but it’s worth sending yourself a test and checking that everything looks ok on your mobile first.
Integrate your website with email marketing efforts
This doesn’t have to be as complicated as it sounds! A newsletter signup form on your website gives you a list to which you can send promotions and information about new items, and an abandoned shopping basket email campaign can help to re-engage customers and bring them back to your site.
Build your list(s)
Newsletter signups are a good place to start, but your email marketing efforts should reflect the fact that different groups will look to you for different things depending on whether they signed up through your website, an email signature or at an event.
For example, people who signed up via your blog will most likely be looking for your new posts while customers who signed up when making a purchase are probably looking for a voucher code in the future. Segmenting your list to make sure you’re appealing to what people want will help to limit unsubscribes and maximize engagement.
Use personalized content
MarketingSherpa reported an average CTR of 17% higher than usual when they tested 7 personalized subject lines. This is a tricky one as marketers are desperate to avoid any ‘Dear FIRSTNAME’ related mishaps, so be sure to have an alternative in place if you don’t have all your customers’ names.
ABO: Always be optimizing
Even taking all of the above into account, you should always be testing different elements of your emails if you’re not happy with the results you’re seeing. You can try tweaking copy, design, CTAs, subject lines, headlines, send times and so on. It’s sensible to test just one of these at a time, otherwise you risk variables canceling each other out or not being able to see which has had a positive impact.
from Darlene Milligan http://ift.tt/1HhSzqz via web design pricing guide
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