6 Proven Tips to Supercharge Your Email Marketing Strategy
Email: the ultimate oldie but goodie. As a marketing tool, it consistently out performs newer methods like content marketing, ad retargeting and pay-per-click social programs. Email is the most cost-effective way to communicate with your customers, promote products and convert leads. And, it delivers the highest ROI. On average, for every $1 spent on email marketing, you can expect a return of $48.
After launching and tweaking hundreds of client email campaigns, we have the following data-backed tips to boost KPIs.
1. Send time: Top of the hour = top of the trash bin
Send time is important – 30 minutes could mean the difference between an open-and-click or an ignore-and-delete. We too often think of send times as hour increments – 1 p.m. or 4 p.m. – but with so many companies sending at these times, it can be easy to get lost in the flood of top-of-the-hour emails.
We have found that open rates are higher when sent at times other than top of the hour or half hour, like 6:30 or 2:30. So we suggest mixing it up. Get a little funky with it! How about 3:17 p.m. or 11:46 a.m.?
2. Subject lines: Entice the open
The subject line is the first impression. And we all know first impressions count. How much do you share? Do you tell the reader exactly what is in the email? Or do you play hard to get and keep it vague?
There are no hard-and-fast rules when it comes to subject lines. One thing that is certain is to keep them either under 60 characters or above 70. Marketers refer to subject lines between 60 and 70 characters as the “dead zone” because neither open nor click-to-open rates perform well in this range.
According to research by Adestra, open rates are 12.5 percent higher when subject lines contain less than 49 characters. However, longer subject lines proved beneficial to increase click through rates. Mail Chimp also found that subject lines of less than 50 characters were more effective, unless they were sent to targeted audiences.
3. Best Practices: Different strokes for different folks
Your needs are specific to your client/company/customers, so be sure to look at best practices as suggestions rather than do-or-die directives. This is especially true in email marketing, where some best practices can become too widespread and backfire.
Wednesday has long been touted as the best day to send emails. A few companies found that Wednesday granted them the highest open and click through rates. However, once word got out and other marketers wrote about the holy grail of send days, it became everyone’s best practice and overloaded inboxes. When customers receive information from everyone at once, your email is more likely to be deleted than opened. #Aintnobodygottimeforthat
• These studies usually include statistics about other best practices for send days and times. Try using the next-best-performing day instead.
• Use best practices as a jumping off point for further testing.
• If every resource you’ve read says stay clear of Mondays, try it once to be sure. If it works for you, hooray! If it doesn't, cut it.
4. Analyze: Dive in the deep end
As a digital agency, we LOVE us some data! Data analytics is the foundation of optimization and efficiency. We analyze everything from sender name to CTA button font color. It’s all useful. We recently found that black button text outperformed white button text by 100 percent.
• AB testing is the most effective way to determine how slight changes in a subject line and CTA placement of header graphic can affect email performance.
• Analyzing your email marketing allows you to produce your own best practices.
• While deciphering email statistics for one client, we found that the often praised Wednesday send day actually performed the worst for them.
5. List segmentation: A shot in the dark
You’ve got a nice list of contacts and you may have created a couple segments for location or referral channel. Maybe you haven’t segmented at all. Get on that. The more segmented your list, the more effective the email. It decreases the chance a recipient unsubscribes and contributes to a sound email marketing strategy.
• Segmenting ensures that the contact receives messages that they care about, leading to more opens and clickthroughs.
• Since we started segmenting our clients’ email lists, we have not experienced a single recipient unsubscribe.
Research by campaigner found that when lists are not segmented:
• 60 percent delete the email
• 27 percent unsubscribe from the brand
• 23 percent mark the email as Spam
6. Email marketing strategy and Koroberi: Two peas in a pod
Email marketing is effective with the right strategy in place. If you already experience good results but are not yet using these tips, contact us for help crafting the right email marketing strategy to achieve target KPIs and turn leads into loyal customers!