It’s no secret that marketing emails are hard to perfect. Maybe they seem too spammy, maybe they’re not interesting enough, or maybe they just don’t stand out enough to catch the eye of your audience. Either way, email marketing is the only form of marketing that can return $44.25 for each $1 spent when executed properly.
There are a few things to take into consideration here, aren’t there? What device is your audience primarily viewing your emails from? What does your subject line usually read? Who are your emails coming from? All of these are important elements for your marketing campaigns and if you haven’t taken a look at the statistics of your audience – it’s time to start.
Let’s Talk Devices
What percentage of your audience is viewing your emails from a desktop? Mobile? Tablet? We’re willing to bet you will be surprised when you look into this. According to Gartner, 74% of smartphone owners use their devices to check their email. Why is this important? Not all emails are created equal. Emails can be optimized for viewing on certain devices. If your audience views your emails and newsletters primarily via their smartphone, you’re going to want to make sure to optimize your emails for mobile in order to get the most opens and views!
Alright, this is important! Subject lines could be one of the reasons that your email goes from an inbox to a trash or spam folder without even being opened. This is the first thing, other than the person sending the message (we’ll get to that later), that your recipients will see. Think of it as a first impression. Test a few different things out. Personal, casual, in the form of a question, whatever you want to try! The most important part is to TEST, TEST, TEST.
Sent from Who?
The author of the email is one of the most overlooked pieces of an email campaign. It’s the name that shows up in the recipient’s inbox. Is it a person? A company name? It’s important to consider who your emails are coming from. Emails coming from a company name get noticed as marketing emails almost immediately, which can easily send your email straight to the spam or trash folder. Emails coming from an individual look more personal and are more likely to be opened.
Do some testing, try some different things out, and get a feel for what works best for your audience. An effective email marketing campaign can be one of the most vital tools for your organization, so be sure to get the most out of it!