The number of email users worldwide is set to reach 4.3 billion in 2022, up from about 3.7 billion in 2017, according to Statista. That’s more than half of the world’s population and at least 70% of the global adult population. With those impressive stats, here’s why you should focus on email marketing. And better yet improving your email marketing.
These numbers are the clearest indication that email is the way to go for SMBs keen on connecting with their customers. What’s better, digital consumers love to communicate via email. In a recent Adobe survey, 61% of respondents said they prefer to receive promotions and other business communication via email. Furthermore, among millennials, the figure is as high as 73%.
You need to pull all the stops to take advantage of this incredible opportunity, and the Content Marketing Institute (CMI) has a few ideas for you!
How To Improve Your Email Marketing Strategy
CMI recently conducted a study to find out common mistakes and omissions email marketers make. They then came up with an 11-point checklist to help marketers build stronger email strategies.
Unsurprisingly, top of the list are often ignored email marketing best practices, including;
- List management
- Mobile optimization
- A/B testing
- Email personalization
Check out all the 11 points below to find out what you could be doing wrong and ways to improve your email marketing to extract maximum value from your email campaign.
The digital age is characterized by new modes of communication popping up every day. Some communication platforms have reached their optimum and collapsed, some are growing up with greater momentum. However, one communication platform has remained strong for ages and it’s still going strong – and that is email communication.
Email communication is really popular and an individual person likely receives tens of emails per day. With this, one has no choice, but to ensure that his/her email is able to stand out in the recipients’ inbox. The following is how to go beyond the obvious.
Email list segmentation
A popular way to segment your email list is email personalization. Coming up with different segmented lists helps one to come up with dynamic content for every target audience. Getting relevant data on your subscribers through signup forms is one of the best ways of collecting data.
Individualized email messaging
Through this, the subscribers are able to get a connection with the sender. This goes beyond just including the name of the recipient – one needs to come up with an engaging content relatable to the consumer’s needs. For instance, you can send product-focused content relating to specific email lists, or personalized videos and images. As well as, come up with creative content based on the consumer’s needs.
Email personalization is an integral part of every successful marketing campaign. Customers want to feel valued and listed. Though this campaign may seem challenging, making use of prudent tools will make the whole process easier.
Thanks to the great people over at Email Monks for this informative infographic.
Email marketing is an effective way to nurture the leads that you’ve captured; however, if your leads don’t feel like you’re attempting to interact with them on a more personal level, they’re less likely to take an interest in your brand. Generic email promotion isn’t going to make them feel like you really care, after all. It’s why email personalization is so important.
Personalize your Emails
When it comes to personalizing your emails, you need to go well beyond just filling in the blank with the names of your leads. Addressing your leads by name helps, but consumers these days are smart enough to see past that. The following are a few more effective ways to personalize your emails:
- Segment your leads based on demographics – Tailoring content for certain ages or genders allows you to target certain demographics more effectively.
- Segment your leads based on location – This allows you to send more geo-based content as well as send out emails at times when your leads are most likely to see them.
- Personalize content based on past behaviors – Take note of the products they’ve purchased in the past to tailor content to those purchasing behaviors.
Personalization can help to greatly improve your ability to nurture your leads through your email marketing efforts. Check out our infographic for more information on how personalization can improve your email marketing campaign.
Thanks to our friends at PostFunnel for this helpful infographic.
Inboxes are flooded with spam and alerts and other messages, so advertisers need to do everything possible to keep the reader’s focus on the message. The type of font that they select can have as much impact as images or other media, so becoming familiar with your options is helpful.
Basic fonts come in two main varieties: serif and sans serif. “Serif” stems from the Dutch word for “strokes”, and there are plenty of extra strokes on serif fonts. Some serif fonts have feet at the base, others have flourishes rounding out from corners, and some have both as well as little dashes stuck at random throughout the letters. Serif fonts usually have a more formal and fancy feel to the more laid back sans serif fonts.
The most basic of the basic fonts are the monospaced or fixed width fonts. These have standardized spacing between each character, which is useful for aligning text and conveying technical expertise.
Selecting Fonts for Emails
Straying further, there are fonts with plenty of character whose use should be carefully weighed. Block letters or calligraphy say a lot with just the shape of the symbols, but you can’t just swap the two in the same email. If an untrained eye can tell it apart from other fonts at a glance, then exercise caution and try to limit the font to headers and titles.
To learn more about how to incorporate different fonts in emails check out the infographic below! Thanks to the folks at EmailMonks for this helpful infographic.
Email is the segment of digital marketing with the highest ROI per dollar spent. It’s the best way to get in front of your potential and current customers. Here are some trends to help you get more ROI from your email campaigns in 2019.
Respect for Privacy and Data Security a Must
Marketers are already aware of the stiff penalties that come with data privacy breaches. There will be even stricter control of personal information collected or shared by email in 2019. Thus, to avoid running into problems with the law, you must familiarize and strictly comply with the provisions of the General Data Protection Regulation (GDPR).
Targeted Automation the New Way To Grow Email Revenue
According to Litmus, email automation has the potential to grow your email revenues by a whopping 108.5%. However, the emails must be targeted. For example, use the data you collect on customers to determine what messages, subject lines, and sending times work best for each contact. More importantly, maintain and clean list.
Personalization Not Enough; Time To Go Hyper
If you already personalize your email messages, that’s a good start. However, in 2019, you’ll need to go one step further. To get the attention of digital consumers with shrinking attention spans on the increasingly-saturated internet, calling users by their first name won’t be enough. Therefore, you’ll have to learn to provide solutions to people who don’t know they need it.