You’ve spent hours creating your latest e-blast. You’ve tried to make every word as engaging and enticing as possible. You’ve built a masterpiece you think everyone will enjoy. Then you hit “send” and spend the next few days feeling disappointed in the result.
For so many businesses, that’s the cycle every time they send out marketing emails. What do you do if your e-blasts aren’t getting the engagement and the ROI you expected?
The details can make or break you. If you want to make the most of your e-blasts, these email marketing tips can help.
Email Marketing Tips for Better Engagement
Your emails could be the most fascinating reads anyone has seen but if they don’t guide customers to an action that drives revenue, they won’t be much help to you. Here’s how you can turn it around.
1. Hit That Record Button
One of the most underused types of content in a marketing email is video. Businesses get stuck in the old format of text and images that they forget how much a video can do.
Videos are engaging for your customers and they’re a great way to build interest in something a customer might not read otherwise. They also give your brand a genuine voice, helping customers connect with you.
Your video doesn’t have to be Oscar-worthy in order to pay off. Something simple will do, like an overview of the information in your e-blast or a heads-up about what’s new on your site.
To get the most out of your video, you should do two things. First, embed the video in the email rather than linking to a separate page. Second, end the video with a call-to-action.
2. Take a Long, Hard Look at Your Subject
When customers see an email come in, they only have two pieces of information they can use to determine whether they’re opening it: the name and the subject. Hopefully, your customers already want to hear from you, so the key is your subject line.
Get creative with your subject so it’s not the same thing they’ve seen over and over. Tell them what value lies inside and create a sense of urgency for them to open the email right now.
There are plenty of ways to write better subject lines. Still, don’t forget that every audience is unique. Take a look at your past emails with the highest and lowest open rates to see what types of subject lines work best for your crowd.
3. Rethink Your Recipient List
When it comes to your email marketing list, “the more, the better” doesn’t apply. Sure, every inbox you land in is an opportunity to gain a customer. It’s also an opportunity to lose some, though.
If someone receives your email and they didn’t want it, they might mark it as spam. Email hosts learn over time, so if a significant number of Gmail customers are marking you as spam, for instance, there’s a big risk that Gmail will categorize you as spam in the future. This means that even the customers who want your emails won’t see them.
Instead, make sure you only get email addresses from people who want to be on your list. Buying email addresses is a big gamble that can often hurt you more than help you.
4. Offer a Taste, Guide to a Meal
One of the most common email marketing mistakes is misunderstanding the goal of your email. The purpose of your email should be to bring customers to your business website. It should be a preview of your content rather than a way to distribute your content.
For instance, let’s say your site is a blog and you send out an email to announce your latest posts. Instead of including a full post or two in your email, just include the title and an attention-grabbing description for each. This will entice readers to click onto your site for the full scoop.
5. Hit the Links
This may be the simplest improvement companies never make to their emails. You need to provide links to the pages you want your customers to visit.
Instead of only saying, “Check out our selection of new products,” link “new products” to that page. Rule #1 of getting the result you want is to make it as easy as possible for customers to take that action.
Of course, we’re not saying that more links are always better. If you have too many links, your email is more likely to get caught in customers’ spam filters. They key is having links that go to actionable pages instead of cramming in as many links as you can.
6. Focus on Mobile Users
Chances are that you’re designing your emails on a desktop computer, so you’re only seeing it as it will appear to desktop users. While you don’t have to start crafting your emails on your phone, you do need to prioritize mobile devices in your design process.
In today’s on-the-go, world, 55% of email opens come from mobile devices. They’re your primary users, so you need to cater the experience to them. Throughout the design process, check the design on your phone several times to make sure it’s easy to load and navigate.
7. Analyze Your Data
As helpful as all the tips above can be, remember that different features appeal to different audiences. If you’re like most companies, you already have plenty of data to help you improve your email engagement-you just don’t know how to use it.
Look back on your past emails. Which ones have the highest open rates and what characteristics do they share? Which links have the highest click-through rates? It does take some time to comb through your data, but you can find out a lot about what appeals to your customers.
Making a Profit from Email Marketing
Email marketing is known as one of the marketing tactics with the highest ROI, thanks in part to its low cost. The problem is that so few businesses are getting all the potential their emails have to offer. The email marketing tips above can help.
For more hands-on help with your email marketing, contact our email marketing professionals to get better results without adding more work to your plate.