Email list? Ready. Perfect date and time? Done. Fool-proof message? Not quite. There’s so much that goes into getting your email campaign right and the quality of your design matters. Want to improve your ROI? Keep reading and learn more about the things you can do to make the most out of your email marketing efforts:
- Thought-through subject lines. These few words can be surprisingly powerful. In fact, recent research shows 47 percent of email recipients quickly decide whether to open or ignore your emails based on the subject line alone!
- A different theme/template. A little change goes a long way and sometimes all you need is a fresher look. Change things up and see what works best.
- An alternate layout. If you are set on your template, just change the layout a bit. Move things around to make it easier for recipients to navigate and get what they want.
- Better use of A/B split testing. You can also change things up by trying different approaches – simultaneously. If you have two competing ideas, don’t settle! Test both and see which one gives you the best performance.
- Better use of surveys. It’s ok to ask questions. Your audience is ever-changing, and you want to stay relevant. Just be concise and to the point.
- Improved mobile-friendliness. You know this. Everything revolves around mobile and you don’t want to be left behind. Make sure your content is optimized for responsive design, allowing for fast downloads of images and clear viewing of every part of the content no matter the screen size.
- Better measurement. You can’t know if you are succeeding if you are not measuring. Stay current on your numbers and look at every campaign on an individual basis to see how they are performing.
- Better-conceived content. When your campaign stops performing well, one of the causes may well be your content. Use the questions below to help you gauge how good your email is:
- Have I done enough to segment my email list? The more data you can gather about the people on your list, the more efficiently you can customize your messages in order to ease them further down the sales funnel.
- Have I established a voice for my brand? Depending on the age, income level, cultural background, geographic location, and level of conservatism of your key audience, you’ll want to position your brand in a certain way that’s likely to appeal.
- Are my messages short, clear, and easy to understand? Email audiences are used to quickly scanning crowded inboxes to search for anything of value. That’s why you must get to the point right away and keep messages brief and highly digestible, whether you’re making that point through sharply rendered images or simply stated text.
- Does my content lack variety? There’s no reason to repeat the same three types of messages throughout a campaign, and you don’t have to reinvent the wheel to come up with them yourself.
- Is my call-to-action effective? You must be brief and clear about what you want the customer to do once the email is opened: Make a purchase? Download a guide? Read an article? Tell them exactly what you want!
- Have I optimized social media buttons? Don’t waste an opportunity to connect with customers. Every email should include easy-to-click buttons linking viewers to your social media sites, allowing for cross-marketing and a greater number of options for reaching audiences.
There isn’t a one-size-fits-all approach in email marketing. You have to continue to learn about your audience to better serve them with content that’s both interesting and relevant. Don’t get complacent and continue to improve your message. Need help? Reach out and let our experts guide you!