How Changing Your Email Marketing Strategy Could Pay Big Dividends

How Changing Your Email Marketing Strategy Could Pay Big Dividends
The Siliconreview
06 January, 2020

Whether you’re a small business, a large corporation, a startup company, or a fully-fledged operation, it comes as no surprise to learn that most businesses are using email marketing. With 2020just started, it’s more evident than ever that email marketing is becoming increasingly popular.

According to research carried out by Statista, there were over 293 billion emails sent per day in 2019, and with that number projected to rise, it’s important that you know what sorts of email marketing strategies to use to help grow your business. With stiff competition out there, here are a few email tactics that marketers are best leaving in the past.

Using Dull Subject Lines

The email subject line you use can be the make or break when it comes to hooking consumers in. While you may have an email that has well written content, if the subject line isn’t enticing enough, customers won’t give it a second thought.

To create an effective email subject line, you will need to keep things short, sweet, and relatable. There are various options that you can use to help your emails stand out, such as by testing and measuring open rates, as well as using statistics and asking questions. As a business, you will want to have high open rates, so make sure that you utilize these testing features to figure out what works and what doesn’t.

Ignoring Mobile

Technology is continually advancing, meaning that more and more people are using their smartphones to check emails than ever before. As a company, you will need to make sure that your emails are optimized, especially as customers won’t wait around for an email to load.

You can make sure your emails look great on smartphone devices by using a responsive email template. There are free email templates that you can check out which you can use for your email marketing strategy. Also, make sure that you test emails from a smartphone device, as well as from a PC so you can be confident that it loads quickly. Customers need to be hooked from the minute they click on your email, so avoid using long paragraphs and large image files.

Hiding the Unsubscribe Link

While it’s great when a customer jumps onboard with your brand and signs up to receive emails from your business, there may be some consumers who decide that they’ve had enough and want to unsubscribe. The last thing you want to do is annoy your loyal following, so it’s important that you make the unsubscribe link visible on your page. Although it can be a tough pill to swallow, it’s inevitable that some customers will lose interest in your business (no matter how much time and effort you put into your company).

If you have noticed a large amount of your audience deciding to unsubscribe, you will need to rethink your email marketing campaign, rather than using sneaky tactics to keep customers getting emails. No one wants to receive spam, so showing that you value and respect your customers is crucial.

Overlooking Analytics

A lot of blood, sweat, and tears goes into curating the perfect email. To reach out to a larger audience, you will need to take a look at what sorts of actions your subscribers are taking once they open your email. Understanding email performance is a great indicator of whether your strategy is working or needs to change.

There are various email marketing platforms that you can use that provide campaign reports which enable users to view subscribers, what they click on, as well as their social activity. Analytics is a key tool that you will need to learn and use in business, so make sure that you do your research into your target demographic.

Sending Careless Emails

Emails tend to be the first impression for your audience. When consumers sign up to your email newsletter, the last thing you want is to send out emails that are full of errors and look sloppy. If your emails don’t come across as professional, users will simply unsubscribe from your services and go elsewhere for their custom. Taking the time to ensure everything looks perfect and up to scratch before pressing the send button will make you feel more confident with what you are delivering to your audience.

Emails need to be well written and visually appealing, as well as include high-quality images to entice consumers. So that you can be reassured that what you’re sending out is suitable for consumers, you should send a couple of test emails first.

Whether you like it or loathe is, email marketing is here to stay. With many businesses using the internet and email to connect and engage with consumers, it’s important that you’re using the correct tactics to draw consumers in.