Email marketing, when done correctly, has the potential to be one of the most effective and persuasive forms of marketing. Despite this, most companies don’t implement email marketing strategies in the right way, and in return, they don’t generate the kind of results a business expects.
Summer is on the way, and while all the flowers and plants are blooming and growing, this is also the perfect time to start growing your email marketing. Here five best practice tips to follow to help you seed your email marketing garden and improve the overall performance of your email marketing campaigns:
Let the sun shine
Mobile is your sunshine. You need it. The majority of emails today are viewed on mobile devices. Most users are constantly on-the-go and check their smartphones throughout the day. In order to reach the most users, it’s essential to optimize email marketing campaigns to be mobile-friendly. Use a design that fits well on all platforms and choose fonts that are big and easy to read on small screens. The design should also fit the mobile screens so users don’t have to scroll back and forth trying to read.
When a subscriber goes to read your email, they don’t want to read a book — they want to read a brief email. Keep your emails concise and to-the-point. If you use too many words, just like overwatering your garden, it will be overwhelming and you will lose your readers. You will also lose your subscriber’s interest and distract their focus away from the main message your email is trying to convey. Keep your emails simple with imagery, core messaging and a nice call-to-action.
Plant the seeds in good, healthy soil
You need an enticing subject line to pull your readers in. The subject line is your first opportunity to capture your subscriber’s interest. Give your readers an idea of what your email will be about, but not enough information that they don’t have to open it. Don’t use subject lines that have no relevance to the content of your campaigns just to increase an open rate, as this will annoy readers, hurt your click-through and conversion rates, and even possibly have them unsubscribe or send you to spam.
Don’t let them wither away
When testing your emails, don’t forget to test the loading speed. The speed at which your email content loads is very important because if it doesn’t load in less than three seconds, you will lose most of your recipients before they even view it. To increase speed, use images with a smaller file size and remove unnecessary lines of code.
Learn how to care for each plant
When you build your email contact list, collect as much information as you can without being intrusive. This way, you can easily set your email campaigns to include personalized details, showing the user that your email isn’t just a blanketed message, and it was intended specifically for them. Personalization in emails will make your readers feel special and can increase email open rates.
By implementing these rules, you will see increased click-through rates, decreased unsubscribes and higher conversions. Today, people are attached to their phones and laptops all day long. It’s no surprise that email continues to be one of the best ways to reach a targeted audience.