Practice Makes Perfect

Over the past couple of years, we’ve seen email marketing engagement increase and people are spending even more time in their email. Even before the pandemic, email marketing had an ROI of 59%, which is more than social media and display ads. Are you getting those results from your email marketing efforts? Here are some things you can do to be sure you’re getting the most out of your email marketing.

Make it Mobile and Short

Make it mobile! – Optimize your emails for mobile devices and create snack-sized content that’s quick and easy to digest.

A recent study showed that 20% of marketing emails weren’t optimized for mobile. Don’t let that be you! Today, most emails are opened on a mobile device, so you should create your emails with mobile in mind.. Make sure your design is responsive to mobile devices and fonts and images aren’t too small.

Another thing you want to do is make it short. We really don’t spend a lot of time on each email we get, 10 seconds or less is about the maximum you’re going to get. Stop thinking of it like a paper newsletter you have to write. Instead, create short, snack-sized nuggets of information for people to consume.

Create a Clear Call to Action

Have a clear call to action. – Your audience should know exactly what you want them to do next.

When your audience is done reading your email the last thing you want is for them to click away or wonder what to do next. Have something in mind you want the person reading the email to do, and make it clear what that action is, whether that’s reading an article, watching a video or making a purchase. If you have too many buttons in your email, you may not get the desired action from your audience. But, make sure that you have a call-to-action, because the ”just as bad as too many buttons” is not knowing what to do next.

Did you know that nearly half of consumers report purchasing a product as a result of an email? A recent report suggests that email could be up to 92% more effective at promoting sales than banner ads, social ads, and organic content.

Hook in Your Audience

To get people to open and read your emails you have to have a compelling subject line. Pay attention to what’s called the pre-header text. That is the short preview that shows up in the inbox next to the subject and your name. It’s the combination of the subject, preheader and recognizing who it is from that makes someone open your email. Use a great hook here!

Consistency Gets Traction

Be consistent. – Consistency is the key to getting traction with your email marketing.

Being familiar and expected and having regular communications is one of the best ways to get traction with your email marketing. Don’t change up your look every email too. You might be bored with it, but you want to be recognizable and expected to your audience.

So the message couldn’t be any clearer. Consumers still prefer email for communications and sales offers from businesses. We always talk about not building on rented land like social media. Your email list is more valuable than ever, so are you using these best practices?

We’ve created a short guide and checklist for you on these email best practices, so be sure to check out the show notes and grab a copy. You’ll want to use this as part of your email marketing process.