Digital marketing strategies are consistently evolving. In this video and post, we look at 3 key trends in email marketing and give you 7 actionable tips to make your messaging more effective.
We’re trying something different with the blog this time. I recently gave a seminar at a local chamber B2B event on email marketing trends and how to take advantage of them. It included some good actionable tips, so here is a highlights version of the information in the 10-minute video above, with the text information below.
Key Trends in Email Marketing
Mobile
The biggest trend in Email Marketing is Mobile. Mobile devices have changed the way we live and work.
Smartphones are being used for all kinds of online activities including email. We probably shouldn’t even call them phones anymore as talking on the phone is behind internet, social media, emails and games in how we use them.
- In 2013, 65% of American adults owned a smartphone and are using them
- We now spend more time per day online on our mobile devices than we do on desktop PCs
Today, more emails are being opened on mobile devices than on desktop devices.
- In the first quarter of 2014, 66% of emails were opened on either a smartphone or tablet
This statistic shows that mobile devices aren’t only for use on the go – more of us are using them in our homes and offices as well. So, what does this mean for email marketing messages that you send?
Email Marketing and Mobile Email
We’ve learned a couple things about users’ use of mobile email. How does mobile behavior affect email marketing?
- Less time spent on reading?
In mobile, and in general, people don’t spend a lot time reading each email. Right now, the average time spent reading email is 22 seconds per email. - Less clicks?
Click-through rates (how many times someone takes action on your email) are lower on mobile devices. It’s more difficult to get someone to take action. - Triage?
The volume of email we receive is increasing. User do triage their email (quickly going through messages and then later go back to items that need more attention). If the original open is on mobile, the subsequent open may be on a desktop, but is just as likely to be on mobile again.
Given that people don’t spend very long on emails, mobile has lower clicks, and the volume of email is increasing – is it still a good idea to do email marketing?
The statistics say that Email Marketing is effective. We use email everyday.
- More than 80% of adult population in US use email regularly, and 95% of online consumers check email every day
- 74% of consumers prefer to receive commercial communications via email than other channels
- For every $1 spent on email marketing, the average return is $44.25 (Marketing Cloud Blog: 50
There are other reasons why email marketing is still a great way to grow your business.
- Your customer and prospect list is important…make sure you know how to reach them
- Don’t build on rented land. It’s great that you built thousands of fans on Facebook, but if every post you make now only reaches tens of fans unless you pay to promote, you are building your business on rented land.
- Most business growth comes from existing customers and referrals.
When it comes down to it, business building is about relationship building. Email is great way to stay in touch and at the top of your customer’s mind.
Increasing Personalization
Another important trend in email marketing is personalization. Even though your customers want to hear from you, they want you to provide valuable content not spam them.
- Building and segmenting your lists – don’t send cat food coupons to dog owners
- Sequence your messages and use autoresponders – use a series of emails targeted to where your customers are and the information they specifically need: a new member, prospects for a particular service or buyers of a particular product get sent a consistent set of messages
- Key is to make it relevant for your subscribers
Behavioral Marketing
A third trend is behavioral marketing. Simply put, Behavioral Marketing is sending a targeted email message to someone in response to a specific action they have taken. For example:
- Someone redeems an offer for a specific package you created – send them an add-on offer.
- Someone signs up on a particular page of your website – send them targeted follow up information.
- Target lack of action. Perhaps Fitness center owners can send out an email to someone who hasn’t visited in three weeks.
The key to success is to:
- Make it relevant
- Make it timely
- Provide Value
How can you take advantage of these trends?
Here are 7 tips to help you take advantage of these Email Marketing trends.
Make your email mobile compatible
Make sure you look at your emails on a mobile device. Don’t make people zoom in or squint to get your message.
Keep your email short
Not only is this hard to read, it is too much information for a single newsletter. If you have a lot to say, link to your website where people can read details and find them later after they’ve deleted your email. Address one topic only, be sure not to overwhelm your audience.
Create a template
You want the template to be responsive on mobile devices.
- Keep the template at 1 column
- Ensure fonts and links are big enough for mobile
- Consistent elements: Logo, Branding, Contact, and Social Media
- Format standard elements: news, tip, coupons, etc.
- Standard size pictures to develop a reusable library
Create an attention grabbing subject
The subject is what people see when they scan their inbox. Make sure it is clear and gives people a reason to open your message.
- Make the subject descriptive, interesting, and urgent
- Good headlines:
- Is it OK to dress your pet in a Halloween costume?
- 5 Things to Do in Souderton This Weekend
- Unclear headlines:
- October News
- Open me immediately!!!
Include a call to action
Decide what the purpose of each email will be and make sure it’s obvious to the recipient what you want them to do.
- What do you want your customer or prospect to do as a result of your email?
- Register for an event
- Follow you on Facebook
- Read something on your website
- Call
- Be specific and have a single call to action
Be consistent
Think of Email marketing as a process rather than one-time actions you take sometimes for promoting your business or organization. It takes time to educate customers and sometimes repeated exposure to a message is necessary.
- Follow a consistent schedule
- Educates Customers
- Shortens Sales Cycle
- Builds Relationships
- Fulfills expectations
- Build Trust and Expertise
Grow your list
None of this works if you are not adding anyone to your email list.
- Ask every customer if they want to receive your email communications
- Make sure your staff knows that getting email addresses is a standard part of all transactions.
- Use counter displays and incentives like prize drawings, coupon offers, or a whitepaper.
- Get emails at any events you sponsor.
- Include an email sign-up on all pages of your website
If you are already using email marketing, start implementing these tips today! If you’d like to start, we make it really easy for you. We can set you up with a free Constant Contact account for 60 days to practice. Contact us for more information!
