Get the most out of Email marketing
Email marketing has been a strategy that has been used since the introduction of the email service. In the 90s, email marketing was used by literally sending product information to potential customers. This used to work wonders because people were intrigued by receiving emails. Everyone opened every single email that they got, resulting in over 90% open rates for some companies. However, over the years, as people got more spam, they started to learn that it is easier to delete emails then to unsubscribe to them. Therefore, the usual way of sending product information was no longer going to work. This is why we created this guide to email marketing!
Most businesses likely have a database of customer email addresses. Some marketers simply send the same messages to all of their customers. They do so because they believe that everyone in that list is the same kind of people. And why not? When you put up an advertisement on Facebook or LinkedIn, you are required to define your target audience. Assuming this audience make up all of your customers, sending them the same mail is going to work right?
Whilst it may be true that they are your target audience, it does not mean that they are in the same process of the customer lifecycle. Assuming you only sell one product, you have 3 segments. Potential customers, people who just made a purchase and people who have been using your product for some time now. Not all of them will be interested in the same content. Imagine sending product information to people who are already using your product for a while now. They are going to feel annoyed and more importantly, ignore future emails about new versions of the products.
Marketers need to make a list of the various steps in their customer lifecycle and then proceed to send targeted messages for each segment.
Automated emails, also known as trigger emails are standard emails that you would send to customers. Generally, they are welcome emails when customers subscribe to a newsletter or thank you emails for purchasing a product. Most email marketing platforms have an option for automation emails. Whenever a person subscribes to a mail list, they are sent that email.
This is especially useful for e-commerce sites. People abandon shopping carts every day on e-commerce sites. Marketers can use this to send them discount codes with a quick link back to their shopping carts. Automated emails boast a much higher open rate as compared to any other emails that customers receive. Higher open rates also amount to higher conversions.
Mobile friendly emails
54% of emails are opened on a mobile device. If your email is not mobile friendly, it is likely never to be opened again. This is considering you have a compelling enough subject line. All it takes a swipe of a finger to delete an email on a mobile device. If users have to take the time and effort to zoom in to see your emails, they are not going to be interested to view your future emails. This results in higher unsubscribing rates. 55% of smartphone users have made at least one purchase after opening an email on their phones. These statistics are good enough for you to invest in creating mobile-friendly emails.
Most email service providers already offer an option for mobile-friendly emails that create a responsive version of the email. If you are using a designing platform like mailstyler, you can create responsive emails as well. It is also worthwhile to make your CTA button much bigger. Consider that people have to open it in a screen size as small as 5”. If your CTA button is small, it is going to be harder to click. The general rule of thumb is to ensure that your reader never has to zoom in for any reason. This also affects how you structure your subject line. The selling point of the email must be within the first 100 characters.
Email testing is another important process when designing emails. Just like a landing page or a blog post, not everyone responds to emails the same way. Testing results are also much more obvious through email. You can test subject lines, email designs, and content. Try creating 2 emails with the same content but with different layouts or subject lines and send them to your lists accordingly. Your open rates will tell you what is working best and you can continue to use that for your future emails.
Email marketing will always evolve. Marketers must learn to evolve in order to meet the demands of the time. Always test new things and trends.