Email is the most cost-effective digital channel for brands to connect with their audience. In fact, a June 2016 survey by the Direct Marketing Association (DMA) found email had a median ROI of 122%—that’s four times higher than other marketing formats examined. Since the return on investment for email marketing continues to increase, email marketers must continue to determine effective ways to measure and continuously evolve their campaign’s performance.
Here are four key tips to make your email campaigns and dollars count:
1. Make sure your emails are mobile friendly
Did you know that 54 % of emails were opened on a mobile device and 71% of users will delete an email immediately if it doesn’t display correctly on their mobile devices? That’s why it’s so important to verify that your email campaigns are not just compatible with mobile, but all popular devices.
2. Have a clear call-to-action (CTA)
Call-to-actions can be a huge driver for email, and, often it’s it the email’s sole purpose. An effective call-to-action is persuasive and compelling enough to get the user to successfully perform a specific task. When writing your call-to-action, you should be more descriptive than “click here.” Instead, let the user know what’s in it for them. Tell them what will they get if they click the link or button by using command verbs such as “Claim Your Reward” or “Get My Discount.”
3. Include a compelling subject line
According to HubSpot, 33% of email recipients decide whether to open an email based on the subject line alone. An email campaign can either “win or lose” a user, simply based on the strength of the subject line.
Here are some things to keep in mind when writing your email subject lines:
- Keep it short: the rule of thumb is to use 50 characters or less
- Use a familiar sender name: we recommend using your business domain as a from name
- Have a clear call-to-action: like tip #3 keep it clean and compelling
- Avoid spam words, i.e. “New” “Get” “Free” “Rewards” “Bonus”
- Avoid using all caps, i.e. “WE ARE EXCITED TO SHARE THIS WITH YOU”
4. Timing is key
The timing of your message is an essential element to maximize response rates. While in the past it was recommended to send out emails at the beginning or middle of the week, the latest research from eMarketer suggests that Fridays are generally the best day of the week to send. We receommend scheduling your emails so they arrive in your user’s inbox between 8 and 11 am.
Want to get better results from your email marketing campaigns? Contact Whitedelivery to set up a free consultation at firstname.lastname@example.org.