3 Ways to Improve Your Email Marketing in 2017
How many times have you checked your email already today? Chances are, it’s been a few.
Your inbox was probably full this morning from websites you subscribe to, a few coupon codes, weekly ads from Target, birthday reminders or that Nordstrom cart you left with items inside, nudging you to complete your purchase.
Which reminds me… Anyway, were there certain emails you were more eager to open? Did you find them helpful? Were they all meant for you? Could you easily read the content?
Email marketing is a powerful tool where your leads allow you to enter their inbox – 48% of the time right below their fingertips and in their pockets. (Movable Ink, 2015) During breakfast, lunch, dinner, in bed, the car, at the gym, the airport, probably in the bathroom – the places people check their email outside of work are endless.
But it is a privilege to enter their inboxes and to stay there (unsubscribes sometimes hurt). That’s why it’s extremely important we nurture and manage our leads by not taking them for granted and sending effective messages to create successful campaigns.
These quick tips will help you improve the way you’re sending emails in 2017:
Make Mobile a Priority
Take a second to think about the device you typically use to check your personal email. As I said, 48% of emails are opened on a smartphone. A lot, I know. Which should automatically tell you how important is it to make sure your message is receivable and readable on a 4.7” inch screen.
One of the biggest mistakes marketers make is not optimizing their emails to mobile. Here’s a fun fact: almost 70% of emails aren’t optimized for mobile devices. This doesn’t add up.
A simple change to make is having mobile friendly images. You don’t want your lead to only see half of that brand new, fully loaded, steel grey metallic 2017 Rogue you’re trying to push to meet your sales goals, right? Nope. You can make these changes easily in your HTML editors (ask your coder about those).
Also, your CTA buttons should be large enough for an index finger. If you’ve got more than one CTA in your email, make sure there is enough distance between them to click easily.
Send to an Audience Who Wants to Hear From You
Gmail has 1 billion active users worldwide. (Statitsa, 2016) But chances are (sorry) they won’t all want to hear from you and for good reason. Segmenting your emails to a list of leads, whether in the awareness, consideration or decision stage of your buyer’s journey is crucial.
Creating a target audience or a segmented list to send specific emails to is any easy way to assess engagement activity and likeness based on who they are, what they’ve purchased or what forms they’ve filled out.
You probably don’t want an email for a popular new dating app when you’re recently married, so make sure you’re doing the same for others.
Which leads me to my next helpful hint. Suppression lists are important. We already know to nurture your leads (repetition is the mother of all learning) in every stage of the buyer’s journey. But if your lead has turned into a customer, those targeted email blasts you’re sending aren’t meant for their eyes.
Don’t hit your customer too many times, and when you have the opportunity to target new leads, do it. Pull a suppression lists of customers you don’t want to target in order to engage new leads.
Think about not only who wants to hear from you but when someone wants to hear from you. Best practice is to deploy emails on Tuesday, Wednesday or Thursday, between 6-10am for early morning inboxes, but don’t get fixated on one day and one time. See which day and time might work best for you based on your product or services.
Subject Lines Should Mean Something to You
Subject lines act as the eyes to the email. Your first job is to get your lead/customer to engage with your email and open it. That’s where all the good stuff is. But don’t be deceiving when thinking of a subject line. Create copy that delivers the message and what they should expect. If you have 10% off Nike shoes going on now, let the man know!
Keep it short. Don’t use over 50 characters. Limit the amount of CAPS you use. Your entire subject line shouldn’t be in CAPS LOCK unless you’ve won the Super Bowl or something.
When you can, create a personal message for your customer. Use their first name to make them feel like more than just a customer.
Test your subject lines. A/B testing is super important in email marketing. See what clicks and what doesn’t.
Have fun with it. Puns are fun. Think of a subject line that would want to make you dig a little deeper and will stand out from that messy inbox. Plus who doesn’t love a sunshine emoji in the subject line?
Implementing these three best practices in your email campaign will gear you up for a stronger 2017.