Email Marketing Resources
Why is Email Marketing effective?
Email marketing is one of the most preferred online marketing methods by most digital marketing experts for a good reason. Seth Godin said it best in his book Permission Marketing: people opt-in to receive communications from your business. That means they're interested and willing to listen to what you have to say.
But why should your brand practice email marketing in particular? Here are great reasons why:
- VIP Treatment. Unlike other traffic, users who subscribed to your mailing list are familiar with your brand, have opted in to hear from you and may even be existing customers. Speak to them differently.
- Targeted Marketing. Segment your audience based on explicit and implicit information derived from your marketing analytics. Triggered emails see much higher click through rates (+100%) than typical newsletters.
- Easier Performance Measurement. Email marketing KPIs include Open Rate and Click-To-Open Rate. Equally important is measuring beyond the click to determine how worthwhile an email campaign has been. Success of email marketing is based on your Open Rate and Click-To-Open Rate. Open rate is the number of times your email was opened divided by the total number of its recipients. It’s basically a test of how effective your subject line is. Click-To-Open Rate is the measure of the email content itself. The standard performance of Open Rate Click-To-Open Rate should be around 20-30%. This performance standard can easily be achieved with the help of digital marketing experts.
Types of Email Marketing
There are 3 types of Email Marketing Campaigns. These are Newsletters, Transactional, and Behavioral.
- Newsletters. Newsletters are typically a branded affair. They’re less personalized and provide predictable cadence. Unless you're Amazon, your emails should include more than a hard sell. Email is a branding channel – it’s your chance to connect with people who care about you. To ensure you won’t chafe your readers, make sure you have 1 story to tell for every 2 product-centric emails. Email marketing is a highly important channel for nurturing brand loyalty, and delivering thoughtful content is key to achieving this end.
- Transactional. Transactional marketing campaigns are triggered by user action and inaction, such as order confirmation or reminder. For example, when a user completes a signup form, it triggers your brand’s Welcome email campaign. When a customer completes a purchase, it triggers your brand’s Thank You/Confirmation email.
- Behavioral. Behavioral marketing campaign is a powerful automated way to target segments of users. It drives groups of users toward certain actions based on previous behavior. When a user initiates purchase but does not follow through, it triggers your brand’s Abandoned Cart email campaign. Customers who are inactive for 30 days trigger your brand’s Reactivation campaign.
In email marketing campaigns, it’s not enough to settle on one platform unless you want your campaign to be inefficient and end up wasting your time, money, and effort. Getting the help of someone who knows how to craft the perfect email for a specific purpose is your best bet.
Segmentation in Email Marketing
There’s no such thing as one-size-fits-all approach to marketing. The same goes for your users, email recipients, and customers. It always boils down to segmentation where you can custom fit different customer profiles and situation in order to generate revenue.
Proper segmentation is key to email marketing effectiveness, but how should we really segment our email marketing lists?
We can solve this problem by answering this question: What do customers tell you?
Fortunately, customers readily help you out in this problem whether they know it or not. This is due to the fact that customer behavior can now be accurately captured through marketing analytics. Combine it with the information customers provide you on a personal level, you now have a winning combination that will win your email marketing recipients over.
There are two types of customer information, implicit and explicit.
Implicit tells you what your users are doing. It’s subtle and usually received through quantitative means. Implicit information allows you to learn the answer to questions like:
- Where they are spending most of their time on your site?
- Which ad channel they came from?
- What actions they take or don’t take?
- Do they share on social media?
Explicit information is what customers actually tell you in real time. This is the kind of information that customers provide you willingly. Here are some of the most common explicit information customers tend to give you:
- Email address
- Zip Code
- Demographic Info
You should be able to learn about the activity level of your users, recipients, and customers. This way you can tailor your approach in the best way without scaring away or annoying potential would-be customers.
- Here are some of the common user activity levels:
- New users who have opened or clicked
- New users who are inactive
- Lapsed users
- Dormant users
- VIP users
Knowing their activity level is essential in improving your email marketing campaign’s effectiveness. Getting expert insight from digital marketing professionals is the best way to go to ensure your segmentation is accurate.
Email Marketing Best Practices from Digital Marketing Experts
Having a team of expert digital marketers by your side is definitely the best investment you can get when you attempt to penetrate and dominate the digital market. Here are just some of the best practices of email marketing that will revolutionize your brand overnight:
Use a trustworthy and recognizable 'from' name
Is your “from name” recognizable and trustworthy to external audiences? Since this is the field that appears first in most email clients, and likely the first thing your subscribers see, the answer to that question should be yes.
Typically, you’ll find the names of companies, brands, or individuals here. However, if your subscriber doesn’t know who an email is from, the likelihood they’ll open diminishes. In fact, subscribers may even mark an email from an unknown source as spam!
In this example from Banana Republic, their brand name was shortened to “BR” in the from name, potentially causing confusion amongst their readers. We didn’t recognize the sender and almost clicked the “Report Junk” link.
Encourage a friendly reply-to-you
Email is a great medium for communicating with your audience, not to mention the perfect way to receive vital feedback from customers. It’s also an ideal way to answer questions and create a line of communication between brand and consumers. However, when an email’s reply-to address is a variation of “email@example.com,” it turns what should be a communication highway into a one-way street—eliminating the opportunity for further customer interaction. It also appears unfriendly, uncaring, and may even affect your delivery rates.
Consider the context of your email when choosing a from name and reply-to address. It may be appropriate for responses to an email to be directed toward specific individual, a shared mailbox
or a customer service team. Avoid the inevitable confusion of combining a friendly from name with a no-reply email address, or vice versa. Chances are, your subscribers aren’t paying close attention to fine print or specific instructions on how to respond to messages—instead, they’ll simply hit reply, and expect a response.
Get the open with an optimized subject line
There is no set formula for creating the perfect subject line. What works for one brand may not work for yours; it all depends on your audience. As a result, A/B testing subject lines is a great idea. In addition, many email clients will truncate subject lines after they reach a certain limit—cutting off a portion of your subject line.
Since you only have about 50 characters standing between you and your email’s success, optimizing this portion of your email is crucial. There are lots of tips on how to write the perfect subject line, but generally you want to:
- Be useful and specific
- Use timely topics and urgency
- Avoid using promotional or spammy language—keep it straightforward
Take advantage of the preheader space
Since subscribers only spend about 3-4 seconds determining whether they are going to open your email, you must grab their attention and interest immediately. Some email clients (such as Gmail, Outlook and iPhone/iPad) display a snippet of preview text next to or near the subject line. This bit of text—commonly called a preheader— is usually limited to around 100 characters and will be pulled from the first few lines of text in your email.
Relevant content is king
Relevant content is key to grabbing your subscribers’ attention and holding their interest, decreasing the likelihood that your emails will be deleted, ignored or even marked as spam. Keep in mind that 25% of people unsubscribe from permission-based emails due to irrelevant content.
Be sure to balance value and frequency, avoid over-sending promotions, and plan carefully to prevent vacuous messaging. Consider the WIIFM factor—put yourself in your subscriber’s shoes and ask, “what’s in it for me?”
Content hierarchy is key
In addition to including only relevant content in your email, it’s necessary to organize your content appropriately. Your subscribers should easily be able to decipher the main CTAs from secondary and tertiary ones.
Optimize for images-off-viewing
Since not all email clients show images automatically, it’s important to optimize your emails for images-off viewing. Through the use of ALT text, styled ALT text, background colors, image slicing, bulletproof buttons, and live text, it’s possible to optimize your emails for when images are disabled. In addition, be sure to avoid all-image-based emails!
Make your email actionable in any environment
- Enlarge fonts: We recommend striving for a body copy minimum of 16px and headlines of 22px so that it is still legible on a mobile device.
- Use a clear call to action: Make it obvious and clear. Also, make sure it’s “touch-friendly.” We recommend a minimum size of 44 x 44px.
- Simple layout: Using a skinny, one-column approach helps to accommodate viewing on smaller screens by increasing legibility.
- Streamline content: Get to the point! Be short and concise, yet still approachable.
- Know your scale: Consider trimming your emails to be between 320-550px wide.
Don't forget about the landing page
Your subscriber’s experience doesn’t end with your email — it continues onto the landing page. In fact, for some emails, the entire point is to drive users to the landing page! In order to get your subscriber to take action, you need to make the CTA clear, desirable, and easy for them to follow. That said, even if your email is amazing and easy to interact with, if the landing page isn’t, your subscriber may lose interest and it may even negatively affect their perception of your brand.
Obviously, there are a lot of email marketing best practices in store for you. All you have to do is ask. Make sure your email marketing is precise and cost-efficient; hire your digital marketing team today!
Email Marketing – Best Practices
Email is an extremely important part of any business. While social media has its place in terms of pushing your message and brand, email is still the best way to convert potential customers into returning clients because of it's high conversion probability and prospect quality (more on that later).
The art of the email is just as important though. The simple form letter email doesn’t work anymore, and general email blasts aren’t conducive to creating new clients. If you are looking to create a persuasive and productive email campaign, here are a few things to keep in mind.
Show That You Care
When you are building your campaign, you have to be prudent and make your mark in your subscriber’s inbox. A bland email will most certainly be overlooked. Put some effort into creating an eye-catching subject line and compelling content that gives your subscribers the impression that you actually care.
This includes saying thank you to your subscribers. Show them that you are truly happy that they have chosen to subscribe to your emails or have used one of your products. A simple ‘thank you’ email after a purchase can go a long way to making a reader into a repeat customer.
Make your readers feel special with each email they receive from you. Sending a happy message to your clients after they make a purchase gives them a sense that they are special to you and your company, making them much more likely to return. This is especially true when you offer them a gift card or rebate on a future purchase. Incentivizing your emails makes them much more likely to be read.
Show Your Readers What to Do Next
The last thing you want to do in an email is be vague. Your readers won’t necessarily know what to do next when you send them an email. You need to be absolutely clear on your intentions and what you want them to do if you want them to convert. Adding a helpful link or even explicitly telling them the next steps to take will help solidify these prospects.
A great way to ensure your readers follow your instructions is to include buttons in the body of your emails. These buttons should be designed to draw the eye and entice action. There are many studies that have proven the effectiveness of buttons in email campaigns.
Choose a Method of Design that Works for You
The reason you have sent your email is to make sure your reader comes back to the site at some point. As mentioned above, it’s your job to build your email in a way that makes it easy and clear for them what to do next. The 1-2- 3 method and the inverted pyramid method are great examples of ways to ensure conversion. 1-2- 3 means a series of steps that the reader is to follow - nothing too complex, but enough to make them want to return. The inverted pyramid involves a big statement at the top, supporting information beneath, and a call to action at the end - all designed to draw your attention from the top of the email to the bottom. These methods are surefire ways to convert your readers.
No matter the product or service, a well designed email campaign is sure to help increase your conversion rate. As long as you humanize your emails and keep them well designed, you will be able to successfully create new customers in no time. Get help from the expert to ensure email marketing success!
Email Marketing – How to Get More Opens
Unfortunately, compelling email copy, attention-grabbing visuals, and tempting online deals can only do so much. In order to make your online pitch, your email has to be read first. Sounds like common sense, but you’ll be surprised at the number of businesses who neglect this part and invested in the content, believing that the email they sent will be read.
Naturally, this kind of thinking is like flushing your money down the drain, only this time you’re doing it happily. It’s time to make each email you sent work hard to get you a new customer. Here are 3 sure-fire ways to increase open email rate:
Headlines, Headlines, and More Headlines
What makes you click that link, watch the news, or pick up the newspaper? That’s right, the headlines! The subject of your email is your headline and should be treated as such. Considering that the subject line is the first thing they’ll see, it’s the most important element that will increase open email rate!
Treat your subject line like the beginning of a great story.
It could be funny, mysterious, and snappy. As long as it piques the potential reader’s interest and short enough—around 50 characters will do—you’re good to go.
Make them feel like a member of a secret club.
Using catchphrases that denotes secrecy or exclusivity is effective at making your customer’s cursors do its job and get your email read. Imagine getting an email with this kind of subject line: “For Your Eyes Only”, doesn’t that make you wanna click?
Here’s an email hack: involve numbers.
Including numbers in your subject line is proved to increase open email rate by a huge percentage. Keywords like “Top 3”, “5 Reasons”, “4 Tips”, are known to draw readers, including dates works as well too!
Respect your audience.
Avoid going for spammy keywords and false promises. It’s not only annoying, it may be more than enough to scare away your present audience. On that same note, make sure your subject text formatting is easy to read. Using alternating cases is childish and can induce headache, dO yOu GeT wHaT i MeAn?
Time is Your Ally
People who commute to work knows that 5 minutes can spell the difference between getting to work 15 minutes early and being stuck in traffic for an hour. The same effect goes for email marketing: In order to increase open email rates, you’ll have to know the peak hour when most of your audiences are reading your email. Knowing the peak hour will determine whether your email gets read.
A/B Testing, the widely-adopted marketing experimentation method, requires time as well. Comparing two email subject keywords by running them for a week each will show you the essential insight required to increase open email rate. Time is your ally, use it wisely.
Remember Your Audience
Last, but not the least, is to make sure you’re relevant to your target audience. Your email subject should be finely tuned to your audience’s profile and preferences. Including the keyword “Calculus” in your email subject for liberal arts majors is marketing suicide, the same as referencing “One Direction” in your email subject directed to retirees.
Creating clickable email subjects is tricky and fun at the same time; just make sure to know where to draw the line for your audience’s sake. There are literally dozens of ways to increase open email rate, unfortunately entrepreneurs and businesses are always pressed for time to remember each one of them and be able to execute them perfectly. That’s where a team of seasoned and reputable digital marketing pros come in.
Email Marketing – How to Get More Click-Throughs on Your Emails
For seasoned and sophisticated digital marketers, the email click-through rate is that one decisive metric that reveals the objective effectiveness of a brand’s email campaign. It’s a reliable metric used by digital marketers to assess whether their online advertising campaign was a success or a bust.
With so much hanging on the click-through rate, it’s pretty natural that digital marketers and digital brands alike will look for ways to increase email click-through rate. Now that you have learned how to reel in your audience and make them read your email with a killer email subject, it’s time to know surefire ways to achieve your true goal: to convert them into customers.
Consistency in design is critical when you need to increase email click-through rate, for reason that the unity of design fosters trust.
Imagine a website with child-friendly themes, designed with pastel colors and littered with cute animals, sent you an email with red-colored text and a black background. Would you trust the email? A potential customer might dismiss the email as spam, or worse, block the email out of fear of scam and other forms of data breaches.
While the example may be extreme, it still delivers the point: design unity is essential to foster trust, which leads to an increase of email click-through rate. It won’t hurt to know that design consistency strengthens your brand’s image and brand recall of your audiences.
Clear, Concise Copy
Your copy is the meat of your email. This is the reason why you painstakingly think, plan, and write killer headlines, to get your audience to read your copy. Your copy is essential as this is where you lay the foundations as to why your reader should click the link. However, if your copy is a wall of text filled with heady, business jargon and talks about topics that doesn't pique your reader’s interest, then all the time you invested for your email subject and its design will be for nothing.
For a copy to be effective, it should be clear and concise. It should be written with a single purpose and a single result in mind. Adopting this approach will help you create short, clean, and personal copy with an interesting narrative structure. By eliminating distraction, you have effectively increased your email click-through rate.
Today, email marketing campaigns that are mobile-friendly aren’t treated as luxury but as a necessity. It’s easy to see that people use their smartphones to do just about anything, including content consumption, checking emails, and web browsing. Making your email mobile-friendly is a sure way to increase email click-through rate.
Being mobile-friendly doesn’t only mean being able to adapt to different smartphone screen sizes and viewing orientation, it also means being extremely readable on a smaller screen and accessible enough for thumbs to navigate through.
Smartphones are almost always connected to social media apps, that’s why including social media sharing buttons, especially the ones that are easy to click, is a smart move as it increases awareness and therefore improves your online advertising campaign’s overall performance.
Email Marketing – Industry Benchmarks
Email Marketing has been popular for years, and marketers continuously find and develop ways to make it more effective and bring positive results. Through A/B testing, find out what works and what doesn’t, and adjust depending on the results. However, the problem sometimes does not rely on improving, but with knowing where to base your findings aside from your own – the benchmark.
To evaluate the effectiveness of e-mail marketing, it is expected for different teams behind various but similar industries to wonder how they fare when compared to their competitors. It is also wise to determine the expected email open rates by industry as well as the email conversion rates by industry.
This is where the importance of email benchmarks studies come into play. Realistically speaking, it is difficult to determine the domains where an industry’s email program is doing better and which areas it needs to improve without an access to industry data.
Email Program Statistics by Industry
Email benchmark studies are released by companies who send emails for millions of users. Data are tracked and emails are scanned to obtain the average open rates, click rates, soft and hard bounces, and abuse complaint rate. Industries here are well-represented because these email benchmark studies released are from a wide range of consumers.
It is of particular importance to analyze open rates because it reflects the percentage of sent emails that are being opened by consumers. It also gives industries an idea on what to expect about their different email rates. Among the top 5 which have highest email open rate by industries include hobbies (28.85%), photo and video (26.37%), religion (26.35%), sports (25.95%), and non-profit (25.25%).
Industries which have low open rates include daily deals or e-coupons (13.87%), e-commerce (16.82%), gambling (17.10%), vitamin supplements (17.45%), and ironically, marketing and advertising (18.31%).
Various literatures agree to set an open rate of 20-40% as good.
Another aspect that should be analysed is the email conversion rates by industry. This is significant because it reflects the percentage of consumers with desired responses may it be in a form of purchase, sign ups, and even donations. Basically, it tells industries if their email programs are having an impact as evidenced by the realization of their goals.
Send Better E-mails – Tips to Improve Email Stats
Learning the technicalities and the art of email marketing will help boost your email stats. Here are some tips on how to improve email stats:
- Learn the skill on how to reflect the email content in your subject lines. In short, be subtle with your goal and do not sell what is inside. Unless they really want it, your email might be trashed or worse, will be marked and reported as spam (high abuse complaint rates). One way to prevent the latter is by making sure you include your company name in your emails.
- Know the enemy. Educate yourself about how spam filters work to successfully reach consumers’ inboxes. Avoid too many exclamation points and all caps.
- Study your soft and hard bounces. Hard bounces may mean you need to re-update your receiver’s list. Soft bounces may mean recipients are temporarily unavailable. Nevertheless, both means your receivers are unable to read your message and necessary interventions should be implemented to address the break in communication.
Knowing your success rate with email marketing is nice, but knowing what other people in your industry normally expect is a lot helpful, too. It can help you set targets, motivate you to improve, or maybe let you know that you’re doing a great job and deserve a reward for yourself. Whatever the case may be, being aware of your industry benchmark is going to change your email marketing game.
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