How many times a day do you clean your inbox from bulk of unwanted emails just by looking at the sender? On average a person cleans his inbox form 6 to 20 times a day according to one poll survey, so if you are deleting emails at this rate you sure are giving some businesses a hard time with their email marketing campaigns. Yet, email marketing remains the most effective tool for digital marketers, even better than social media engagement on Facebook or Twitter. So, how does a business stand itself out from the clutter, is it the catchy subject line, or the precise nature for your content, or perhaps it’s the time of delivering your message. In this article I’ll cover some proven strategies to make your campaign a success.
Gone are the days when you used recipient’s name in your email and expected a better open rate. According to a research by Fox Temple School of business in 2012 using personalized email greeting could be harmful because people are cautious because of increasing number of cyber security issues, credit card frauds and identity theft. One important thing to consider in email marketing is building trust and credibility of your business with your audience. So, the best way to win trust and build engagement with your recipients is to study their behavior online, find out what they are interested in and build familiarity with offers, product, places they might be interested in.
Subject line is the first thing recipients notice after the sender’s name. So, you got only a few seconds to make an impact. When it comes to crafting a perfect subject line for your email the only thing to avoid is to go over 60 or 70 characters, marketers call it the “dead zone” of subject line. On the other hand, studies indicate that subject lines that exceed 70 characters have a better click-through rate and those fewer than 45 characters have better open rate. According to Adestra, subject line with fewer than 10 characters has an open rate of incredible 59%. So, what should be the ideal length of a catchy subject line? I think it depend on your email marketing objective, if you want better response or clicks go with a lengthy subject line or if you want to create awareness or better open rate try a shorter subject.
Time & Day
What’s the best time to shoot emails to your recipients? They best way is to put yourself in recipients shoes, ask yourself what time will I be interested in looking at new offer, deals or promotions, definitely some time off work. So, stop nudging people at work! The best time to target your emails is between 8pm to midnight. The timeframe performed better for not only open rate but for better click-through and sales. Similarly, the ratio of emails received during weekdays in subsequently lower than on weekends, so you have a better chance to get noticed.
Mobile open account for more than 50% if all emails, so make sure your email is mobile responsive. You may have a great list of recipients but if your email is distorted on a mobile device it will cut your response to half straightaway. There are a few guidelines to make draft your email for mobile devices. 1) convert your email to one column fit for easy mobile display, 2) font size matters, so make sure it’s readable on smartphones, 3) call-to-actions should be clear, prominent and easy to tap, and lastly, make sure the tappable element is at the center at the screen.
According to researches approximately 2/3rd of your recipient list is inactive subscribers. So, shooting emails insanely won’t get you anywhere. Keep a track of recipients who are constantly inactive on your list and plan target campaign to address them, which includes asking them nicely if they wish to unsubscribe or discontinue receiving more emails from you.
There are over 144 billion emails sent every day, and it takes a lot to get the attention of your recipients. I believe email making is more of a trial and error thing, there are no dos and don’ts, rights or wrongs; you keep experimenting what works for you and learn from your mistakes.