When it comes to email marketing, there’s more than one way to measure success. A multitude of metrics can indicate overall performance and present new areas for improvement after launching a campaign. By taking a look at click-through-rates, how conversion rates are impacted by a certain email, or how much website traffic is being generated, you can identify the effectiveness of each email marketing initiative.
4 “Must Have” Elements For Every Email Marketing Campaign
ELEMENT #1: The timing in which you send your campaigns is one of the most important elements to focus on in any email marketing strategy. You may be located in New York, but perhaps a large portion of your target demographic is in a different time zone. The time of day users receive emails can directly contribute to performance indicators like open-rate and click-through-rate.
ELEMENT #3: The importance of a terrific subject line cannot be stressed enough-it’s literally the first thing users read and their first “personal” impression of your brand. An effective subject line sparks interest and builds anticipation of the email’s content. You need just enough to get the user intrigued, while still staying true to your brand in under 50 characters.
ELEMENT #4: Images speak louder than words, and this holds true with any successful email marketing strategy. In general, there should always be more visuals than copy in an email, but it is still beneficial to invest in the writing you do have. With that being said, users don’t want too much to read. They just want to be able to quickly skim the content and get an understanding of the central messaging.
One of the most effective ways to streamline communications with a specific audience is email marketing. Regardless of industry or whether a company is B2B or B2C, this strategic marketing approach can garner impressive results for brands if executed correctly. Utilize these best practices with every marketing campaign to help reach your users and foster business growth.
Crafting body copy that gets read
The body copy of your email is where you fulfill promises made in your subject line. No matter how compelling the subject line, an email will ultimately fall flat if its contents can’t keep the subscriber engaged.
Incorporating images that add value
Images can be a good way to get your message across. But they can also increase email load times and cause formatting issues on mobile devices. The key is to use images only when and where they truly add value to the email—when an image conveys your message better than text could.
Mobile optimization and responsive design
Responsive email design for mobile devices is now table stakes. As of early 2019, mobile email opens account for about 60% of all opens, and that percentage is only set to grow. Not to mention the concurrent rise of mobile commerce—by and large, shoppers are quite comfortable browsing and purchasing products on their phones.
Using effective calls-to-action (CTAs)
Calls to action explicitly suggest the next step you want the reader to take after reading your email, along with the means to take it (usually a link or button). The CTA represents the driving goal of each campaign. It’s what your emails are driving subscribers to do, whether that’s purchasing a particular item, reviewing a recent purchase, or something else entirely.
Measuring email performance
Measuring your email performance is one of the most important best practices to implement because it’s really the only way to improve your email marketing campaigns. Conveniently, tracking the performance of your emails isn’t complicated. It all comes down to monitoring the right metrics and understanding what they mean for your emails.
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