The theory of email marketing is simple and easy. Create an email and send it out, cheaply and quickly, and watch the leads and the money roll in. But in practice
, it’s pretty difficult.
Here are the email marketing trends you need to know. How to create an effective email marketing strategy.
1. Active – Clean list
Readers know how to use the “junk” button and they’re not afraid to use it. List hygiene is critical, but marketers are paying close attention to
acquisition programs (catching addresses) and subscriber retention programs (keeping addresses) to keep their lists active and viable.
2. Attractive Subject Line
Marketers are trying hard to create attractive subject lines. Limit your subject line to 50 characters (the default setting in most email clients). Test
sample subject lines to see what performs best.
And never forget to convey a clear value proposition that gives your reader a good reason to open your message.
3. Simple Design
Remember that images are turned off on most default settings, so your beautiful image won’t mean a thing if readers never see it. Simple is almost always
more deliverable and pulls better results.
At the very least, design the email header to deliver your core message independently of the image, using text or alt tags to “sell” your offer right in
the preview pane.
4. Test HTML and Text
Test your HTML emails for rendering in the most popular email clients, including Outlook, Gmail and Yahoo. Lyris warns that some ISPs are filtering mail
into the spam folder if the HTML is not coded properly.
Consider formatting your emails in multi-part mime (MME), which sends the email in both text and HTML. Upon delivery, the email smoothly renders itself
according to the settings of the email client.
5. Use Automation
Send targeted messages at precisely the right times. When someone opts into your list, send them a series of welcome emails with specific, relevant
information. When someone buys a product, send them an email with suggestions for other products they might like. Use automation to send your emails.
6. Integration
Emails must carry on a conversation with your audience in seamless conjunction with newsletters, direct mail, social media marketing and especially
websites.
For example, don’t send email traffic to your generic home page. Instead, send them to a landing page that picks up where your email left off – whether it
fulfills your offer or provides deeper information into your product or services.
4 Email Marketing Tips
Email marketing is not dead but it’s not so effective as it was. How do you make your strategy even more effective? Follow the major trends and tips.
User Options
You will certainly benefit from giving your customers more options when they sign up for getting emails from you. You can ask them how frequently they
would like to receive messages from your business and what types of messages they prefer such as newsletter articles, promotional offers, and exclusive
discount deals.
By giving your clients more options for customizing their experience, you will have higher chances of getting your emails opened, read and acted upon.
Personalization
One of the effective tips of email marketing is the building of a loyal customer base. You can achieve this by sending more personalized messages to
customers. This is actually simple to achieve.
About 25% of people are more likely to open an email if they see their name in the title. You should definitely request the birth dates of your clients and
send personalized greetings, cards, exclusive offers, and gift vouchers.
Informative and Interactive Content – Give Solutions
You should focus on offering not only products but solutions to your customers. Users are more likely to get engaged in reading emails which provide
information and tips which are valuable to them.
At the end of the article, you can present your product and place a strong call to action. By offering informative content, you will certainly keep more
customers around.
You will definitely get customers more engaged if you run questionnaires and polls regularly. In general, these are extremely valuable tools for generating
top-quality statistical information which will help you to make your marketing strategy even more efficient.
You should definitely use images and videos as well. They should not only attract the attention of customers but be informative and interesting. You can
readily provide video tips on the use of your products, for instance. Just make sure that all image and video content is of high quality.
Mobile Functionality
It is a must for you to use a responsive design when creating your messages. Users should be able to open and read emails and to take action using their
smartphones and tablets. If you do not have mobile functionality, you may lose many of your customers.