Tactical Tips for Improving Email Performance
Email generates $42 for every $1 spent, equivalent to a whopping 4,200% ROI.
Email marketing is one of the most effective and cost-efficient communication methods available. In fact, 79% of marketers list it in their top 3 most effective channels. This medium makes it simple to customize your messaging and call-to-action (CTA) to enhance audience engagement and meet specific strategic objectives.
Marketers most commonly use email to…
Build relationships
Market products, services or events
Generate leads
Promote content
Increase brand awareness
However you’re using it, here are a handful of quick tips you can use to optimize your open and click-through rates.
TIP: Distribute Emails From a Person
Increase your open rate by sending emails from a real person vs. a company or department name. Recipients are typically more likely to trust a personalized sender name and email address than a generic one.
TIP: Keep the Subject Short
A suitable subject line contains 30-50 characters, including spaces. Anything longer will be cut off by the user’s mailbox settings.
TIP: Customize the Preview Text
By default, preview text pulls in the first several words of the email body and displays it next to the subject line before the person opens a message. Customize this text to capture your audience’s attention and encourage them to open.
TIP: Size to 650 Pixels Wide or Smaller
Create a template formatted to be 500-650 pixels wide so that your message appears appropriately on all devices. This size will increase readability, user experience, and conversion.
TIP: Place a Clickable Element Above the Fold
Research found that consumers spend 57% of their viewing time on above-the-fold content. Include a CTA button, clickable image, or linked text near the beginning of your email to increase the probability of conversion and click-through.
TIP: Be Brief
Consumer inboxes are constantly inundated by business, personal, and promotional communications. Don’t be a part of the problem! Keep your message concise and focused. If you have more to say, link to a landing page to tell the full story.
TIP: Optimize Distribution Timing
Marketing emails sent 9am-12pm on Tuesday garner the most engagement, followed by Monday and Wednesday at the same time. Friday, Saturday, and Sunday have the lowest open and click-through rates.
Don’t get caught in the junk folder, being mindful of SMALL details can have a BIG impact on your performance. If you need help getting started, drop me a line.
