What tricks and tips are still relevant for successful email marketing campaigns?
E-mail is one of the oldest forms of digital advertising, but still has one of the highest conversion rates. While often considered old school, email is still one of the best and most consistent ways to connect with your audience.
Let’s look at the top trends for successful email marketing campaign tips in 2020.
Email Is Getting Tougher
SPAM filters are better than ever and many direct email marketing strategies simply aren’t going to work anymore. Direct sales offers and thin deals are going to be marked as SPAM either manually or by automated filters, and are going to be ignored or even worse: flagging your IP address or domain for spammy emails, hurting your standing in Google and with email distributing.
Actually Connect Personally
In the same way, web audiences can be segmented and marketed to, so can your email audiences. Segmenting your full list into smaller demographics or categories, such as by interest, gender, age or location, can help target and increase conversions within particular user funnels or audiences within your marketing. Some email lists may already have this data, or it might be a goal of a campaign to begin to create segments by tracking their openings and users.
Good Copy, Not Clickbait
Good old fashioned copywriting still can’t be beaten when it comes to email open rate. The subject and opening line are still paramount when it comes to getting seen, and you can’t go wrong with humor, internet culture memes or a sense of urgency or scarcity. Clickbait, however, will earn you spam flags and little else. Be sure to spend most of your time on the content of the email campaign, including the subject and opening line.
Use Data & Google Analytics
Email has traditionally been harder to track than other advertising channels but with the ubiquity of Google Analytics and major email platforms like MailChimp or even basic WordPress, there is no excuse to not fully track any and all email campaigns from beginning of a campaign right to the signup or purchase on a website.
If you’re running an email campaign and don’t have experience with tracking, discuss campaign tracking parameters with your development team or a digital agency that specializes in analytics.
Will They Care? Limit Your Blasts
Most brands believe that 75% of their emails are relevant to their recipients. Yet, their consumers claim that less than half of the emails they receive from brands are interesting and relevant. The average office worker receives over 121 emails per day. One way to “stand out” is to always send hyper-relevant emails.
Users will become accustomed to scrolling by your domain/brand if they rarely find interesting or actionable items in your content. Limit your blasts and campaigns to the most pressing of information, deals, and links.
Email Automation & Drip Campaigns
Smart Automated email campaigns are the name of the game in the 2020s. With automated followups, users will get an email-based on their actions or needs: maybe they added items to a cart but didn’t checkout, or maybe they always search a particular category and would be interested in a related deal.
Not only will a smart remarketing or drip campaign make the user feel more connected to your content or products, but they’ll be more primed to make the purchase in a timely fashion with a direct call to action.
E-mail interactivity pulls some of the interactions from the more traditional landing page into the email. You can utilize carousels, gifs, image galleries, sliders, offer reveals and add-to-cart functionality. The longer a customer is engaged with your email, the greater chance they’ll click through to your site.
What’s the Point?
A clear call to action goal should be the focus of any email marketing campaign. What is the real point of this email? To get a purchase? A view? A response? Make that abundantly clear, and make sure your tracking revolves around this specific goal.
See where and what users are doing in relation to what you want to accomplish. Think of your email as a linear funnel, moving the user toward finishing a step or process.
Too much, Too Soon
Emails are by definition a more intimate product that over advertising around the web. Users’ inboxes are where they communicate with friends and family and connect with the brands and topics they enjoy most. Be respectful of your audience’s space, and they’ll be much more likely to engage with your content.
Be wary of asking for “too much too soon” whether it’s personal information, payments or subscriptions, and signups. An important part of building a solid email list is not necessarily always getting the email opened, but avoiding unsubscriptions as well.
Does email still have the best conversion rate in 2020?
Yes. Over 20% of emails are opened within an hour of sending. Some statistics show email converting 40% better than social advertising like Twitter and Facebook.
How many emails should you send to your audience?
For email campaigns, it is always sent at least two emails in one particular blast: the main email, and the followup or reminder.
How often should you send emails to a customer inbox?
Twice a month or weekly is the generally agreed upon cadence for email campaigns. However, plenty of companies, such as news organizations or publications, send daily emails and specials or deals.
Does A/B testing for email really work?
Yes. Small copy changes that reduce commitment or slightly alter meaning can increase clickthrough rate nearly double. Changing “I Agree” to “OK” can have a huge effect on converting customers.
Do emails need to be mobile-friendly?
Your marketing emails absolutely need to be mobile-friendly. 3 in 5 consumers check email while on their mobile device, and 75% of Americans say they use their Smartphone to regularly check their email.
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