It’s no surprise that the vast majority of American adults use email; according to email marketing agency OptinMonster, 92% of American adults with an online presence use it. Of these, 99% check it every day – some up to 20 times a day. Additionally, 61% prefer to be contacted by brands via email rather than social media.
Is it good news for you. With many eyes on email inboxes and people open to brand messaging, here’s how to get attention for your products, services, and unique value proposition using email marketing.
1. Build a quality list.
Boost the performance of your email campaign by building a list of those who have opted in to receive your emails. This could be a signup form on your website, blog or social media platforms; a downloadable white paper accessible after entering a valid e-mail address; or physical registration with pen and paper at a trade show. Making sure recipients have opted in to receiving messages from you means they’re more likely to open your messages and interact with them.
2. Segment your lists.
Don’t send the exact same message to everyone on your mailing list. Instead, divide your master list into more targeted groups based on whether they are prospects or customers and their industry. Then modify the subject line, message, and call-to-action to better resonate with your specific target audiences. . An email that includes “thank you for working with us before” doesn’t make sense to a prospect who hasn’t purchased from you yet.
3. Write compelling subject lines.
The subject line is your first chance to make a good impression and can be the difference between a recipient opening the message or deleting it. Test the performance of different subject lines and the response of recipients: try an accurate declarative version one week, then a more ironic and clever version the next and track open rates. If there is a noticeable difference, it could be the subject line. Also vary the types of subject lines to keep it interesting.
the percentage of those who have an e-mail and who consult it every day. (OptinMonster)
4. Focus on mobile optimization.
Chances are, recipients will view your email on their mobile device…and quickly delete it if it’s not mobile-friendly. Keep the design simple, preferably in a single scrollable column. Make titles bold, don’t be afraid of white space, and avoid large images that can take a long time to load or could be flagged as spam.
5. Test different days and times.
Send emails on different days of the week and times of day and see how it affects open rates. When you find an ideal time slot, keep it consistent, maybe weekly. But don’t overwhelm recipients — sending too many emails can be a drag.