If you’re looking at spending a little more marketing money for the holiday season or budgeting for 2022, know that every dollar you spend on email marketing has a return on investment of $36. Email marketing remains an economical and effective tactic for all businesses. A caveat: successful email marketing strategies must be carefully:
- And measured
Savoir Faire oversees email marketing programs for a variety of industries. We plan, execute and measure using best practices, such as optimizing emails for mobile devices (20 percent of marketing emails still aren’t optimized for mobile!). Mobile-responsive email design increases unique mobile clicks by 15%.
Who looks at marketing emails? (Everyone)
We know that almost all email users check their inbox every day – some more than 20 times a day. More than half check their email first thing in the morning, many using their phones. If your emails don’t read well or have a nice appearance on a phone, you’re losing revenue and annoying customers and prospects. Millennials mainly use a smartphone to check email (59%), and Generation Z checks out the inbox on mobile (67%).
Maybe your audience doesn’t skew to Gen Z, but 74% of Baby Boomers find email the most personal channel for communicating with brands, according to HubSpot.
Devise a strategy
An email marketing strategy considers your target audience, their preferences and their needs, and encourages actions from the audience for achieving your goals. We created The Ultimate Guide to Email Marketing Strategy to help small- and medium-size businesses kickstart their email strategizing.
Topics on the page include:
- Types of Emails Your Business Could Send
- Email Lists: Growing, Managing and Cleaning
- Creating Your Email
- Email Marketing Services
- Analysis and Stats
Keep in mind, your emails (along with the rest of your content) should help the audience with their needs. For example, when creating an email marketing strategy, you should ask and answer these questions:
- Who are you sending to?
- Why are you emailing (what value are you providing to the recipient)?
- What do you want the recipient to do (make it specific)?
- When do they need or prefer to receive the email?
- Where do you want them to go (digitally speaking) when they’re done reading?
Email marketing best practices
Pre-headers allow you to include preview text that a user will see when viewing a list of emails in their inbox. It can provide valuable information about the email’s content in order to entice the recipient to open.
When to send: Think about your audience and when your messages might best resonate with them. For example, if you are emailing about a weekend event, you might aim for Wednesday when people are making weekend plans. Consider your audience’s routines: when are they online, when are they thinking about your product or service, when are they making decisions?
Personalization has become impersonal and emails with names in the subject lines are often delivered as junk mail. Should you ditch personalization because of this? Not necessarily. But consider it in terms of your list segmentation and what content or offers you are delivering to members of your audience. Be personal without being spammy.
Subject lines: Using words like “free” won’t necessarily flag your email as spam or cause a user to automatically delete it. Spam filters will look at the email in general as well as the overall reputation of the sender to calculate your spam score. So feel free to test some of those “spam trigger” words in your emails. They might just compel your audience to click.
Unsubscribing: If you make it too difficult to unsubscribe, users might simply report your email as spam, which, if you have enough complaints, can affect your email deliverability. Make it easy for users to unsubscribe or manage their email preferences. Test different options including ways to “opt-down” or select alternative email frequencies or email types.
Email frequency: While you want to avoid sending too few as well as too many emails, the number of emails depends on the types of emails you send as well as your audience. For example, your company might send a larger number of emails, especially if transactional emails are a part of the purchase or sales process. If the emails are relevant, the quantity becomes less important.
Plan, execute and measure – these email marketing tactics are key to growing your business through this channel. There’s a lot of solid information on our email marketing page, but you may have questions beyond that content. Reach out – via email or an old-school phone call – and we’ll get you some answers.