Tuesday, March 22, 2016
Email Marketing 101 - The Heartbeat of your Communications
Tags: Brand Strategy, Digital, Email Marketing, Lauren Opelt, Marketing
Email Marketing is one of the most, if not the most, powerful communication tool. According to Litmus, email marketing has the highest return on investment among digital marketing channels. And, believe it or not, people actually want to receive emails --
There are many aspects of email marketing that impact subscribers – from the creative content to programming to database management. We’ve compiled a few basic guidelines to follow that will ensure your email marketing programs are built on a solid foundation:
- Send relevant emails – If you don’t send relevant, timely emails, then it’s easy for subscribers to pass up viewing your marketing emails.
- Focus on the inbox view – The subject line, including the name and preview text is important because these are the first points of engagement determining whether or not the recipient chooses to open your email. Consider your preview text an opportunity for a second subject line.
- Include a simple, clear call-to-action – There is no point in sending an email communication without offering the recipient clear direction on next steps, whether it’s to read or learn more, buy or shop now, etc.
- Layout for mobile viewing – Responsive, modern programming techniques are the way to go, but it’s simple to consider mobile-friendly elements like larger text, buttons and a single-column layout even if these techniques can’t be incorporated.
- Consider the plain text view – Having an alternate, plain text view ensures the same important information will be communicated, no matter the device, especially with the on-set of new wearable technology (which only displays the plain text version).
- Create an easy to update preference center – Allow your subscribers the opportunity to update their name, email address and how frequently they would like to hear from you. Make sure it’s easy to opt-out in case they have a change of heart about receiving your emails.
- Personalize based on your subscribers – Focusing content on what makes each subscriber unique increases the likelihood of them opening the email and retaining loyal readers. Segmenting your database by varying interests is crucial because the varying content resonates differently with each subscriber’s needs.
- Optimize toward your company’s KPIs – Engagement rate has been a key metric in determining the success of an email campaign, but consider your overall company objectives and work toward creating emails that will help your organization to reach those goals. For additional metrics to consider, check out Hubspot’s blog on metrics email marketers should be tracking.
Ultimately, you should be working to create an email marketing program that creates loyalty and engagement among your subscribers, but these key rules of engagement apply across the board and should serve as a benchmark for implementing the essentials.
Stay tuned for “next level” email marketing and industry trends.