E-mail marketing is extremely important these days and according to Experian Marketing Services, e-mail marketing is the second most effective channel out there.
So are you thinking about getting your business involved in e-mail marketing? Or are you wondering how you can make your e-mails successful? Then stick to these 7 guidelines to increase your e-mail marketing success rate!
1. Make sure your e-mails are compatible with smart phones
Smart phones are extremely popular and the number of e-mails opened on smart phones is increasing rapidly. Therefore, it is important that your e-mail is readable and usable for people that will read it on their smart phone. I am sure you have had many e-mails that you could not open or read because you were using your phone instead of your computer. It is very off putting when you have to spend time adjusting the size of the e-mail or wait for the images to load. Most people will delete your e-mail instantly if it is not readable straight after opening your e-mail.
2. Have a call to action in your e-mail
By sending an e-mail you want the receiver to take some sort of action. Decide on what type of conversions you are looking for and work them into your e-mail. For instance you might want the reader to subscribe, register or download something. The most ideal number of call to actions is 1-3. More than three call to actions will over do it by giving the reader to many stimulants. The less call to actions you have the more focus your e-mail will have on those conversions.
3. Add social media buttons to your e-mail
Get people to share your e-mail and talk about it by adding share buttons for social platforms. Also, add the social media buttons of your business’ social media accounts. This will create awareness for your company and increase your number of followers and likes. Social media is of grand importance in this day and age and can really help boost your business. By showing your readers you are approachable through social media they are more likely to reach out to you, creating or strengthening your relationships with the client.
4. Give a good reason to read the e-mail
People will only ready your e-mail if it appeals to them. They will also only remain subscribed to your e-mails if they are interesting to them. So before you start writing your e-mail, think about what it has to offer for the reader. Of what interest is your e-mail to them? Make sure this reason is right in the beginning of the e-mail. It can also even be worked into the subject title.
5. Don’t be spammy
Everybody dislikes spam. How annoying is it when you get those e-mails you never subscribed to! Make sure you do not appear in the spam folder by only using trustworthy software and service providers. Follow guideline 4 above so that the reader will not think of your e-mail as spam. Another way of making sure your e-mail is not thought of as spam is by making unsubscribing easy. Tricking people into staying subscribed to your e-mails will back fire big time. So win their trust and give them the option to unsubscribe by making unsubscribing easy for them.
6. Make registering to the e-mail list easy
This may seem very straightforward but did you see where you could subscribe on the previous website you visited? Make the subscription form part of practically every page on your website by making it part of your website’s design. This way it is always available and easy to find. It should be located on the top fold of the page for optimal visibility and attention. You can also get people to subscribe to your e-mail list by adding this option to the check out.
Besides how and where you can register the actual registration should also be made easy. People will be put off if they have to fill out a whole list of details or if they have to give out personal information. So make sure you just ask the bare essentials; what you find the most important and most necessary. You can always ask for information later for example, when they order something from your website or will in a customer feedback form or survey. Also, please do not forget to mention the safety! This is also an essential part of the registration process as people need to know it is safe to give you their details and what you are going to use them for.
7. Have a good overall design and layout
A good layout is essential for readability. Not only the content of your e-mail is important but also the way it looks and appeals to the reader. For instance according to the Aberdeen group personalized e-mails will improve your click-through rate by 14%. You should add images to make the e-mail more appealing and you should create a great subject line. The subject title is the most important because this and the receiver is all the reader can see before opening the e-mail. According to retentionscience the chance that some one will open your e-mail is the highest when your subject line contains between 6 and 10 words.
Check out more on what a good layout is for e-mail marketing on www.b2bemailmarketing.com
Now that you have followed the guidelines it is time to do some testing. It is usually a good idea to create 2 different variations and select the e-mail that received the highest open-rate and click-through rate. To find out how successful your e-mail marketing is you will need to constantly monitor your open-rate and your click-through rate with analytics.
Good luck with your e-mail marketing and happy e-mailing!