Email remains one of the most used and effective marketing channels. When done properly, email has the potential to leverage sales, generate new customers and boost retention.
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Research by Demand Metric and Return Path examine the current state of email marketing, including brands’ top objectives, challenges and successes.
Some of the key findings from the (2019) report include:
Email Marketing Challenges
Competing for attention remains the number one challenge for email marketers at 45%. However, other top challenges included:
Email Marketing Tactics & Tools
In an effort to try and improve email effectiveness, some of the top tactics email marketers employed included:
When compared to the previous year, the big changes come in greater adoption of email deliverability optimization and A/B testing.
Email marketers who are seeing higher average open rates are getting them because of these tactics.
In another study by Econsultancy and Upland Adestra, email marketers stated they would like to improve their email personalization tactics, cross-channel data insights and segmentation techniques to name a few.
As far as challenging to implementing better email personalization. The survey revealed that 51% of marketers said data integration is the biggest obstacle to personalization.
Utilizing better device optimization strategies is an area that still needs improvement. Only 40% of companies describe their strategy for optimizing email on different devices as basic, with a further 10% describing it as non-existent. Twenty four percent of respondents say that ‘a lack of time to make it happen’ is the main barrier to success when it comes to effectively optimizing email campaigns for different devices.
Tactics You Should Be Employing Today
You are probably employing some type of email segmentation based on your subscriber list. Perhaps you have lists segmented by behavior, interests or demographics. However, take a fresh look at your techniques and see if there are additional methods you can utilize. As data gets more sophisticated, your lists can be analyzed by more data points to create smaller segments and better personalized emails.
The effort is well worth it. Segmented emails simply perform better:
There are any numbers of ways your email lists can be segmented. Start by looking at some of the basic criteria and combine different elements to create segmentation models.
Automated Email Journeys
Triggered emails are a key component in communicating relevant messages at the right time with your customer-base. Sending triggered emails based on a consumer’s behavior is effective for both acquisition and transforming customers into loyal brand advocates.
Check out these stats on the effectiveness of email marketing automation:
While many brands are very familiar with welcome emails or order confirmations, email automation must be holistically integrated throughout the journey to increase conversions and boost retention.
Consider these examples of customer journeys to engage with consumers at different points across the customer journey:
Optimize for Mobile
First and foremost, if you aren’t designing your emails for mobile devices, chances are that your message is not getting the attention it deserves. Mobile-friendly design is the most crucial component for successful mobile email marketing. In fact, 80% of users will delete an email if it does not look good on their mobile devices, according to Blue Hornet.
According to research by MailChimp, responsive email design, which adapts to different devices and screen sizes, gets higher click rates on all devices. They are particularly effective for mobile users, where the increase in unique clicks from 2.7% to 3.1% represents a 15% increase in actual clicks.
Include a Clear Call To Action (CTA)
Did you know that emails with a single call-to-action increase clicks 371% and sales $ 1,617? (WordStream). And when you take the time to optimize them, your click-through rates can soar. Check out these stats about the benefits of optimizing CTAs:
Remember that perfecting your CTA’s will take time. It’s best to include only one clear call to action per email and in some instances a secondary, lower urgency, CTA in case the subscriber is not ready to engage with the main CTA. Keeping emails short, sweet, and to the point will help prevent your subscribers becoming distracted or overwhelmed.
As for call to action placement, the best position will vary based on your content. Traditional opinion is that it’s best to place your CTA above the fold to reduce the need for scrolling, but as seen in the QuickSprout statistic above, some users need more of an explanation about the offer before following through. An offer for “10% off of your next order” is self-explanatory and would benefit from being above the fold, but “fill out this form” may need some more details to support it. In the end, taking the time to test your CTA’s to see what produces the best results in your email campaigns is the only truly effective way to optimize your campaigns.
Email is a highly effective tool and the foundation of today’s omnichannel marketing strategies. While this makes email more challenging to stand out in a crowded marketplace, using tried and true techniques to make your emails stand out will go a long way in driving conversions, loyalty and strong revenue.
For more great email marketing tips, download V12’s Email Marketing Success Kit – full of blogs, articles, webinars and resources to help you learn the latest trends and best practices to boost your email marketing success.
As VP of Marketing for V12 Data, I have a deep understanding of today’s data-driven marketing environment, including key components such as Data Integration, Personalized Journey Management, Customer Experience, Third-Party Data, Marketing Technology and Analytics. I head up all marketing functions, including lead generation goals, content management , marketing strategy,… View full profile ›
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