If 2020 and 2021 proved anything, it’s that email is definitely not dead. Why’s that you ask? Aside from your social media and digital strategy online, email was one of the only other ways to engage your customers during lockdown. So, NO. Email is not dead.
Need more proof?
There are 3.9 billion daily email users.
73% of millennials prefer communications from businesses to come via email.
For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
Conversion rates for emails are higher than social media, direct traffic and search. (Smart Insights)
So, how can you maximize your email strategy?
1. Make it Mobile
According to Backlinko, 75% of Gmail users are using their mobile devices to access their email and 42.3% of consumers delete an email if it isn’t optimized for mobile. It’s no surprise that emails need to be optimized for mobile, but if you aren’t testing to make sure your email operates well on mobile, you need to.
2. Segment Your Lists
Don’t just spam everyone! Know your audience and segment them. Having segmented lists based on demographics of your buyers, links they’ve visited and the data you’ve collected about them can help you better serve them. Think of it as walking into a store and asking where a specific item is. You don’t want the person to list off 20 other items you didn’t ask for right?
3. Set Up Automation
Are you capturing your audience who drops a cart, leaves a form unfilled, or hasn’t been engaging? Why not use automation? While sifting through all that information can seem daunting, there are plenty of tools nowadays that allow for you to set up an automation based on specified parameters that can trigger these emails for you. It’s a great way to reach back out to unengaged customers or to flow a customer through a specific journey based on their actions within an email.
4. Update that Template
If you haven’t updated your email template in a while, you’re probably losing customers off the bat. The days of square boxes and scrolling for days are over. Emails need to be as engaging, catchy, and beautiful as your social media and website.
Pro Tip: Add graphics that move to help your readers flow through the email visually. Just like your social strategy, eye-catching makes your readers stop and act.
5. Review Your CTA
Having a CTA (call-to-action) is one thing. But, when was the last time you reviewed your CTA or brainstormed new ways to drive traffic with a CTA? We suggest testing CTA with A/B split tests as well as mixing them up every few emails.
Pro-Tip: Instead of “Learn More” or “Read More” try emphasizing why the consumer needs to click through with “My Favorite 5 Tips” or “Reasons to XYZ.”
6. Test. Test. Test!
Try different email formats and layouts. Split-test your subject line. If you aren’t maximizing the ability to split-test your email campaigns you’re missing out on valuable information about your email marketing strategy. We can’t tell you how much we’ve learned that was contrary to our original strategy from A/B testing.
7. Analyze Results
If you aren’t looking at your email results are you even strategizing? Don’t just draft and send out emails. Review each email sent alone and as a whole to see where trends are in performance, and where people are clicking through most and adjust your strategy accordingly.
Not only is email NOT DEAD, but it’s going to stick around for quite a while and is most times not utilized to its capabilities. If you’re looking for a review on your email marketing strategy, help setting one up, are interested in email automation, or need a template refresh, connect with us.
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