Using Email to Build a Strong Marketing Foundation

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  • Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
  • 86% of business professionals prefer to use email when communicating for business purposes.
  • 56 percent of brands using emoji in their email subject lines had a higher open rate, according to a report by Experian.

Getting your hands on someone’s email address is a great privilege but getting that person to open an email can be a challenging one. Achieving customer engagement with email marketing is one of the biggest challenges that marketers are facing right now. When sending out emails on your targeted list, every detail must be thoroughly put through in order to get engagement. If you draft your email with a bad subject line, people won’t open the email and it might end up in the trash or spam folder immediately. How could you get your customers to engage in your email or weekly newsletters and turn them into potential customers?

what is email marketing?

Keep Your Headlines Short But On Point

If your email subject doesn’t provoke curiosity to your readers, you won’t be able to get their attention to open your email. Keep in mind that your headline is the most crucial aspect of an email to attract the attention of your readers. Don’t use wordy headlines that will eventually just bore out the person receiving it. The first few words of your email should also provoke your reader’s interest, and this is a key part of an email message. This is very important because email programs nowadays include an email preview. If you throw in a lousy first line that will definitely show in the preview, you’re not going to get any engagement from your readers.

The Importance of Your Email Content and Call-to-Action (CTA)

Not all of us have too much time on our hands to read every email that comes into our inbox. That’s something you have to keep in mind when creating your email message. Keep the email message short. Long email messages won’t help you reach your goal in driving people to read your content. Give your readers a sense of urgency to take action.

If you are featuring new products, keep the message short and to the point and make your readers know that they only have 3 days left for the free shipping offer for Father’s Day and you want them to order now.  If you are executing your email strategies correctly, it should be effective. Just don’t send out the same type of email every day or every week as it will eventually become less effective.

Knowing the Positive and Negative Email Marketing Engagement Metrics

Email marketing engagement affects your email deliverability as it determines if your emails have reached your subscribers’ inboxes. Email service providers such as, Yahoo, Comcast, Gmail, and AOL uses custom algorithms to measure email engagement. Here are some major email engagement metrics that you can use as key performance indicators in determining whether or not your email has reached and are successfully engaging your subscribers:

Negative Engagement Metrics:

  • Deleting Your Email Without Opening – The number of subscribers who immediately deletes your emails before opening them
  • Spam Rate – The number of subscribers who mark your emails as spam even before reading them
  • Unsubscribe Rate – The number of subscribers who click the Unsubscribe button on your emails

Positive Engagement Metrics:

  • Clicks – The number of subscribers who click links in your emails
  • Email Open Rate – Your email will only be considered as “opened” if the images are downloaded by your subscribers who have their email images turned off automatically.
  • This Is Not Spam Data – When subscribers indicate they want to continuously receive your emails by clicking the “This Is Not Spam” link
  • Saving Emails to Folders – When subscribers move your email from the inbox to a primary folder

Basic Tips to Encourage Your Subscribers to Engage with Your Emails

Make sure that your subject line conveys the value in your email message and is relevant to your reader’s needs. Your email content and offers should be personalized according to your subscriber’s preference. Personalization is one of the most crucial strategies to keep your subscribers to open and engage with your emails. As with personalization, always address your customers/subscribers by their first names in the subject line and email message.

In addition to addressing your customers/subscribers by their first names, you should also segment your email lists based on factors such as purchase history, demographics, website browsing behavior, and geographies. This will help you maximize the relevance of your email content and offers for each respective subscriber. Compared to one-size-fits-all email campaigns, segmentation can increase your email marketing campaign revenue by 760%.

You must also pay attention to how your call to action is placed. Can your subscribers easily see the button copy and does it motivate a click? Does it give your subscribers a sense of urgency to take action to your offer? Remember that your CTA’s are the entrance to your sales funnel, and this can also contribute to how your marketing campaign would turn out.

Why Optimize for Mobile

Using responsive design to optimize your emails for mobile pays off. It can significantly impact on driving email conversions by 70% increase rates. Responsive designs provide optimal viewing for your subscribers across various platforms and screens.

The Relevance of Email Automation

Marketing automation combines software and strategy to help you create more personalized and targeted email campaigns. Dynamic content, personalization, and A/B testing are just a few automation features that you can utilize to help boost email engagement.

Email Marketing Tips You Should Be Using Right Now

  • Start collecting emails and build your lists by setting up your landing page
  • Set up an autoresponder for anyone who signs up to your landing page and begins to communicate regularly
  • Make sure your product is desirable that would make people be really excited about. If your product is terrible, emails won’t work, and your efforts will be gone for nothing.
  • Create a community and get your Facebook and other social media pages set up and start promoting them. Ask questions and engage with your audience and build relationships with your community. Figure out what they’re looking for in a product, start working on that, and share updates with your audience to get them excited on what you’re working on.

who offers the best help with email marketing?

How We Can Help You Improve Your Marketing Campaign?

Acquiring new customers and keeping them engaged through emails require patience, experimentation, and commitment to identify what works and what doesn’t. If you think your emails could do an even better job, our Digital Resource team can help you improve your email marketing ROI and email engagement metrics. Contact us to learn more about our services and how we can improve your marketing efforts today.

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