“You’ve got mail!”
With over 144 billion emails sent every day, email marketing remains one of the elite channels for business communication. So how can you stand out in this cutthroat inbox of consumer roils with endless advertisements and competitive subject lines?
Top Tips to Successful Email Marketing
1. 8:00pm to midnight is the prime time to send emails
While quality emails may be sent during business hours, the ones with the best open rates are sent at night. In Experian Marketing’s quarterly benchmark study, they found that the best time to send emails is from 8:00pm to midnight.
The 8:00pm time slot is also least utilised, allowing the email to outperform others as it avoids overcrowding, increasing your brand’s web traffic. This might vary depending on industry, but here is our tip: try it out before everyone else catches on to this secret! 😉
2. Go Mobile
Did you know that mobile opens for email marketing campaigns account for 47% of all email clicks? To ensure that your email is mobile responsive and looks great on all handheld devices, here are some quick tricks:
- Convert your email to a one column template for easier mobile responsiveness
- Make the call-to-action accessible and easy to click
- Increase the font size to boost readability on smartphones
- Reduce cluttered paragraphs; keep your content short and sweet for readers to scan through quickly
A call to action should be persuasive and compelling. It can consist of a button rather than a link, with command verbs such as “Read more on the blog” or “Order yours now”. It’s also important to give readers a reason to complete your call to action. To achieve that, ensure that the content linked to your button clearly shows the benefit of taking the action.
To segment your target audience, marketers need to gather information such as:
Marketing emails sent to Yahoo accounts are mostly people aged 18-49, while Hotmail users are aged 18-34. Which age group do you want to target your emails at?
Even if you product appeals to similar audiences, they all have different agendas. For instance, your web application may appeal to both marketers and developers, however you’ll need to focus your messages on their respective pain points to drive interest. Knowing your lead’s industry will allow you to add another level of personalization to your email.
- Education Level
You can segment your list based on how educated your audience is regarding your brand and the subject matter you discuss. If you segment your audience based on the level of understanding they have on the topics you write about, you can tailor your content to suit their knowledge.