March 14, 2019
Effective email marketing strategy
For every $1 you spend on email marketing, you can expect an average return of $32 (DMA).
Email has 3 times the users as Facebook and Twitter combined (Kissmetrics).
Customers spend an insane amount of time digging through their inboxes — 13 working hours each week, to be exact (McKinsey).
The stats speak for themselves: email marketing is a must-have in your broader marketing strategy. If you’re up to date with our take on 2019 email marketing trends, are aware of the top email marketing metrics you should be tracking, and know the best email marketing templates to increase CTR, you’re almost there. All you need to do now is to apply these handy tips that will help you adapt your approach so you can send better emails — and achieve better results:
Storytelling is a crucial component of exceptional content marketing and clever marketers understand that a good story will sell your brand. And as humans, we’re often drawn to the narrative due to our natural curiosity and because our complex psychological makeup wires us for the sharing of information through storytelling. Even though storytelling is now commonly used in both online and offline marketing, it’s surprisingly not used that often in email.
Our tip: Try containing your email marketing message within a story. Doing this may require a little bit more effort than churning out a blatant sales copy, but you’re more likely to capture and keep your reader’s attention. Telling stories in your emails will make them more engaging and inject that much-needed human element that customers search for when looking for a brand to trust.
Keep your emails simple
Some marketers think that sending long emails with multiple links and various CTAs are the way to go, not realizing that some readers may only skim the email when they see how long it is. Other marketers are in favor of sending an email peppered with beautiful images, thinking that this is the best way to capture a reader’s attention. While these emails may look great, they are more likely than non-image-heavy emails to be flagged as spam.
Our tip: Try sending simpler emails. This shows that you value the reader’s time and that you’re not trying to suffocate them with too many offers, irrelevant information, or junk content. You can even send out a few different versions of emails and conduct AB split testing using the template below to see what format or content works best for your readers.
Spend more time on segmentation
Segmentation is not a new idea in email marketing, but it’s become more important and useful than ever — especially since more and more readers are catching on to the personalization tricks that marketers like to use. Basic personalization tactics such as addressing your reader by their first name won’t cut it. You need to really get heavy on the segmentation game and personalize your emails accordingly.
Our tip: Use Smart Segment to look at your customers’ past behavior to predict what they might want next. You can then target them accordingly with drip campaigns that send them the content they need depending on where they’re at within the customer journey. This shows them that you can anticipate their needs and provide them with the right solution.
Optimize for mobile
According to State of B2B Email Marketing, almost 1 in 5 email campaigns aren’t optimized for mobile. Given that people check their emails on their mobile device more than any other device type, it’s surprising that this email optimization rate is so low. The same report also states that 50% of readers will immediately delete an email that doesn’t display properly on their devices.
Our tip: Focus on how your emails look on mobile first, before worrying about how it will look on a laptop or desktop. Don’t forget to check how the content displays on different mobile devices, too.