Optimizing Your Email Marketing Campaigns

In today’s world of social media and banner ads, often times email marketing is considered passé. However according to a study from ExactTarget 77% of consumers prefer to receive marketing communications through email. Even more impactful is according to Experian, for every $1 spent on email marketing, the average return is $44.25. If your business isn’t working on email marketing, you’re leaving money on the floor.

Unfortunately this leaves many business owners behind the eight ball, not only do they often not have their customers’ emails, they have no idea how to develop an effective email marketing campaign. While many small business owners are comfortable writing a professional email, what are the keys to developing emails which drive sales and revenue for your company? Luckily there is overwhelming evidence effective emails follow a similar formula and your business can supercharge its emails by following a few simple rules.

What Should the Subject Line Be?

Did you know 33% of respondents say they open an email because of the subject line (Getsidekick.com) and 69% of email recipients report email as spam based solely on the subject line. Clearly crafting engaging subject lines is of the utmost importance in getting your email opened and probably more importantly from getting your email account from being flagged as a spammer.

For a deeper dive into writing subject lines be sure to check out my article on developing engaging subject lines for your email campaigns. But for the sake of brevity, it has been proven through various studies that great subject lines all do the following:

  • Create a sense of urgency or exclusivity
    • Leverage words such as:
      • Alert
      • Sale
      • Daily
  • Personalized
    • Include the recipients name or last purchase information
    • Another tactic is to use Re: at the beginning of the line to imply the email is actually a reply to an email they recipient had sent you
  • Brevity
    • Try and limit your subject lines to less than 30 characters

What Should Be In Your Email?

According to recent data from Contact Contact there is an specific amount of content and types of content which result in the highest click through rates. When developing the content within your email, your goal should be 20 lines of text, with less than 4 images within the page.

In addition there is actually an optimal number of links per email. Obviously this is dependent on the amount of content on the page, but you should be aiming for between five and seven links per email. After which you’ll overwhelmed your audience and the click through rates across the email will begin to drop.

When Should You Send Your Email?

Conventional wisdom for years held the optimal time to schedule your email for delivery was around 2pm. Individuals will have gone through the emails which accumulated in the morning, and reaching them between the lunch break and the end of the day rush was considered the prime chance to engage with them. However with the increasing amounts of data now available, we can determine specifically when your business’ email will be most likely to be opened.

In truth it depends on what time of business you run. According to Contact Contact here are the ideal times to send your emails based on your industry:

  •      Restaurant: Monday at 7am
  •      Financial: Tuesday at 6am
  •      Hotels: Wednesday at 7am
  •      Religious Organizations: Thursday at 12pm
  •      Arts & Crafts: Friday at 5am

Armed with this information you have the ability to design, develop, and deliver email marketing campaigns which cut through the clutter and return results for your business.

About author

Joseph Brady
Joseph Brady 21 posts

Joseph Brady has been involved in growing businesses since 2004. Focused on improving their marketing efforts both on and offline, he has spent considerable time working as a search engine marketing consultant assisting business increase both the quantity and quality of web traffic.

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