Email Marketing is dead only if you say so!Posted on 10 Nov by

Email Marketing is dead only if you say so!

The boom of smart technology and rising attention deficit amongst customers, have undoubtedly left email marketers in a very competitive space. Every email sent needs to fight for its place within subscriber’s inboxes and make a compelling case to be read.

Yet interestingly, latest statistics from Econsultancy and McKinsey reveal that email marketing brings more than 10% sales to all businesses worldwide while being 40% better than Facebook or Twitter at acquiring new customers.

Businesses adopted email marketing as a successful strategy since the early 90’s and despite the evolution of newer and dynamic social media channels, these statistics prove that its importance has not seen decline.

An average individual receives about 75 marketing emails per day and opens less than 20% of them. So how do you run an effective email campaign that can cut through this clutter?

Timing of emails

As unbelievable as it may be, timing of your emails play a very crucial role in determining its performance. While there used to be a time people kept their inboxes clear of unread messages, most people today have mailboxes that look like this

Gmail inbox

Use A/B testing experiments to figure out the right time to shoot out your emails, thereby gaining better click through rates and ROI. While statistics indicate that sending emails during working hours on Tuesdays and Thursdays perform best, it is always recommended to analytically identify most suitable times since responses tend to vary from one customer group to the other.

Subject line optimization

One of the key factors that make email marketing so powerful is its ability to connect personally with customers. If your subject line is dry and impersonal, the beauty of your email template would be of no use.

People literally browse through unread emails everyday and it takes much more than a manually bulk forwarded newsletter or a mass mailer to catch their attention. Subject lines creation has become as important as taglines and ad copy because of the huge impact it creates on the effectiveness of email marketing campaigns.

Using imagery

Using original and customized images in your email not only lifts the overall aesthetic appeal of your email content but also resonates positively with your subscribers. It has been statistically proven that emails with high quality images and compelling call-to-action buttons perform much better when compared to text heavy messages.

One important thing you need to ensure when using images, is to include alt-text. Images are not always enabled by users and this could sometimes leave email body with blank box spaces. Use creative alt text for all your images so that users don’t miss out on the gist even when images are disabled.

Balance your content

The tone, message and intent needs to be carefully balanced when sending out business emails. Unlike one to one personal conversations, your customers expect a certain level of finesse, professionalism and value for every opened email.

A very common mistake made by marketers is using the pushy sales tone. Trying too hard to sell through your emails will only put off subscribers and may even invite some blacklisting. Try to keep persuasion at about 25% percent and make the rest of your content useful, educational and interesting.

Use mobile-friendly email templates

The rise and surge of smart technology has even got people working day jobs from their mobile devices. Given this situation, it is crucial for marketers to use mobile responsive templates when creating email campaigns.

Text sizes, layout and placement of call-to-action buttons must all be determined taking mobile users into consideration. You may also use email marketing softwares that help create customized email templates separately for mobile and desktop users.

Email Analytics and Optimization

Just like all other digital marketing functions, you can never run a successful email campaign without tracking the right metrics and constantly optimizing elements. Link your campaigns to Google analytics and other analytics tools to constantly monitor performance, rectify glitches and improve performance.

Running multivariate experiments and A/B tests are also effective methods of optimizing email content and analyzing performance.

This resource was published by
10 November 2015
  • Jeffin is the Content Marketing Manager at Webdura. He is a Hubspot certified inbound marketing professional with expertise in brand journalism, social media strategy and trashing mediocre content.

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