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4 Most Overlooked Email Marketing Strategies
4 Most Overlooked Email Marketing Strategies

4 Most Overlooked Email Marketing Strategies

Email marketing continues to stay on top of marketers’ priority when it comes to reaching out to customers. Even in 2015, email marketing is 40 times better at customer acquisition compared to Facebook and Twitter marketing. Below are four good tips that can make sure your email marketing strategy for 2015 right on track when implemented properly:

Mobile Friendly

According to a study, 65 percent of emails are being opened on mobile devices. The number keeps rising as more and more people are buying smartphones. In 2014, there was a 23.8 percent increase in the amount of smartphones shipped worldwide. The figure is expected to reach 1.8 billion worldwide by 2018.

When the content in your email matches your customers’ interest, your website is going to get more visits from interested buyers who want to make an immediate purchase.

In order to make email marketing mobile friendly, one needs to use mobile responsive design so that emails can adjust to the screen size of various mobile devices. Marketers who’re using templates can go for mobile responsive designs. For those who may want to hire a designer should emphasize on responsive templates only.

In addition to responsive design, one must also use serif font for headlines and sans serif fonts for other text. It is the easiest to read on a mobile device or a computer screen. Font sizes should be kept between 12-22pt so that email remains readable. Headlines should be 22pt, and other fonts can be kept between 12pt or more.

Audience Interests

In order to understand what your target audience wants from you, you need to reach out and ask them. You can do this by surveying in order to create the content they want from you. You can test what content appeals to them, what kind of products or services they’re interested in buying from you. Additionally, you can also ask them how often they want to receive email newsletter from you.

You can make use of DIY sites to create surveys for your business email newsletters. Ensure the survey isn’t too long by keeping not more than 5 to 7 questions.

Email Metrics

Email marketing is incomplete without proper metrics. How can one improve on the next marketing campaign without knowing which areas need a step up?

Even if you create content that goes well with your audiences’ interest, you’re going to have to measure it.

Below are a few metrics that you should watch on completion of an email marketing campaign. (Please note, the average rate of metrics vary based on the industries and email marketing practices.)

Conversion Rate – It shows how many people click on the Call-to-Action link which is included in your email. It also shows the number of downloads of your product that you’re promoting, along with previous purchases. The average here is five to ten percent.

Bounce Rate – It shows that number of emails that were undeliverable due to various reasons. The average is between eight to twelve percent.

Open Rate – It shows the number of emails that were opened by the recipients. The average here is generally 18 to 25 percent.

Unsubscribe Rate – It shows how many recipients unsubscribed. The average rate here is mostly .25 percent.

Purchase an Opt-in Business Email List

Marketers today follow the ‘always buy an opt-in list’ practice in order to adhere to the CAN-SPAM Act of 2003. People buy opt-in business email lists not because they lack patience to create a mailing list. In fact, professional help from email vendors is taken with the view to avoid penalties for spamming which can further damage one’s brand reputation once the IP gets blacklisted.

Email vendors usually sell fresh and relevant email list after knowing the kind of campaign and objective one is aiming for. A legitimate email provider will sell an updated email contacts database that is fresh and updated. Remember – always go for list providers who offer at least 85% deliverability guarantee. For these, one must purchase Consumer & Business Email and Direct Mail Marketing Lists from Direct Marketing Association (DMA) members only.

Learn how FrescoData’s Opt-in Email Lists can be used for your marketing campaigns.

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