Email marketing engagement has jumped as a result of the COVID-19 pandemic, but even before studies showed that email marketing has a 59% ROI. A number much higher than social media or display ads.
So how should you make sure your emails don’t get lost in your audience’s inbox?
7 Keys to Better Email Marketing Results
If you’re working on developing an email marketing strategy there are a few key points to remember.
Make it Mobile
Many people use their mobile devices as a primary means of checking their email, so your emails should be mobile-friendly. This means that emails should be mobile responsive and the font should be readable.
Keep it Short and Sweet
Peoples’ online attention span is really only about 7 seconds, so you have that much time to grab your reader’s attention.Your content should be made up of short snippets that are easy to read and digest.
Have a Clear Call to Action
What do you want your audience to do? Should they come visit your store, purchase an item, or subscribe for a service? If your email doesn’t have a clear call to action or has too many calls to action, you may not get the action from your audience that you’re seeking.
Have Relevant and Timely Content
Who is your audience and what questions or problems do they have that you can solve? Base your content around what your audience’s needs are and let them know what sets your organization apart from your competitors.
Grow Your List
Now more than ever it is important to grow your email list. Your email list is your “owned” traffic. You’ve already made contact, now it’s time to nurture and grow your relationship through relevant, consistent communication.
Your email marketing audience should be familiar with your brand. Familiarity helps you establish and maintain a lasting relationship.
Part of keeping your audience familiar with your brand is to be consistent. Consistency is key to reminding your audience of the value your organization has to them personally. Remind your audience that you’re there to help them with their needs.