When it comes to marketing tactics, email campaigns are a hot topic. Some people love them, while others think they’re a dying medium. Whichever way you fall, there’s no denying the facts – according to Hubspot, 99% of consumers check their inbox every day, with some looking at it up to 20 times a day. That’s somewhere you want to be, don’t you think?
In this blog, we will go over some of the benefits of creating email campaigns, and common do’s and don’ts along the way.
Benefits of Implementing Email Campaigns
- As previously stated, 99% of consumers check their inbox every day. Of those consumers, 59% of people say that the marketing emails they received influenced their purchasing decisions.
- With the state of some social media platforms these days, and confusion over where to post or how to avoid those outside of your audience, email marketing is a great place for self-promotion. Those who are receiving the messaging have opted in and want this information, and are more likely to be receptive to it. It’s also an easy way to reward your audience with little perks such as new product announcements, features, coupons and more.
- Data from emails can help you learn more about your audience. Most email platforms will show you analytics such as open rates, click-through rates, subscribers and more. You can also A/B test your messaging, subject lines and images, giving you the ability to make the best messaging possible for your goals.
- Campaigns often generate traffic to your website with links and calls to action. Not only will this get more eyes on your products and services, but it will also help with your SEO as it shows search engines that people are interested in your site.
That all sounds pretty good, right? However, in order to start getting these kinds of results for your clients, we need to make sure that we are following the best practices for email marketing.
Don'ts
- Timing – Do not send an email as soon as you think you have all the content prepared, as this could affect your open rates. Fridays, Saturdays and Sundays are historically the worst times to send for almost all industries.
- Oversending – Flooding your customers’ inboxes is a great way to get them to unsubscribe. Even if your clients don’t mind the amount of emails they receive from you, their email system might, and could flag you as spam without anyone knowing. Getting flagged as spam also hurts your sending ability to other clients, as it builds up your spam score on the site domain you are sending from.
- Subject Lines – Don’t skimp on the details! Your subject line is the first thing customers will see, so it needs to stand out. If the subject line is too impersonal it could be ignored. While emojis are cute, using too many might turn off any potential readers, and lead them to automatically delete it.
Do's
- Email Template – When you’re designing your email, make sure you are optimizing its layout to be both desktop and mobile-friendly, as mobile devices are the dominant space that emails are viewed. While the difference between mobile and desktop viewing is only 2% as of Hubspot’s research in 2021, mobile’s lead is only projected to grow in the coming years.
- Send Times – As mentioned above, the timing of emails being sent is important. However, the best times and days to send are different based on industry, and there is no ‘one size fits all’ in email marketing. While you’re creating your campaigns, do a little research to see when might be right for you.
- Content – According to Statista in 2021, consumers spend an average of ten seconds reading marketing emails. So try to be short and sweet and to the point, don’t write a novel. If your content isn’t able to be glossed over quickly then your message will probably be missed.
There has been talk around the marketing world that email marketing is a dying tactic. However, look at the benefits listed above, along with the forecast by Statista that the email marketing industry will grow to be worth $17.9 billion by 2027 from its current $10.89 billion! Reach out today to learn more about if email marketing is right for you and your business!
