We’ve all received an email we immediately deleted, marked as spam or ignored altogether. If this is happening to your emails, you need to determine why. Maybe you aren’t effectively grabbing your audience’s attention. Or perhaps your subject lines don’t reach out and say “Open me!” Or your calls to action don’t scream “Click me!”
As long as you aren’t heartlessly spamming your subscriber lists, email marketing is an incredibly powerful tool for getting messages directly to your clients and prospects. It strengthens client relationships and keeps reminding your prospects to reach out to you. So, let’s discuss how you can improve your email marketing efforts.
Optimize your email messages for the mobile experience
Mobile is the future of everything.
The death of the desktop is looming. Desktop sales have been dropping for years now.
269.7 million computers were shipped in 2016. This is 6.2% lower than the number sold in 2015.
People are not replacing their old PCs. Instead, they just use their tablets or smartphones.
54% of emails are now opened on mobile. Desktop represents just 19% of all email opens.
If your email messages are not optimized for mobile, people will delete them. That reduces your chances of converting subscribers into customers.
If your carefully constructed emails are flagged as spam, they’ll never see the light of day. Start off by making sure your recipients have opted into your emails so you aren’t running afoul of any regulations like the CAN-SPAM Act.
Beyond that, avoid using all caps, too many exclamation marks, and hyperbolic phrases (“ACT NOW BEFORE TIME RUNS OUT!!!!”). Poorly formatted HTML in your emails can also hurt how they’re handled. Every spam filter is different, so an email might pass through one filter but get flagged by another. For more comprehensive info on how spam filters work and how to avoid them.
This sounds obvious but you’d be surprised how many people send emails that look like amateur websites from the ’90s. If someone has opened your mail because of an engaging heading, you want to keep their interest. This means:
->Using short paragraphs and ensuring that keywords and phrases relevant to your readers stand out.
->Including bullet points to help people skim the content and take in the vital points.
->Inserting pictures sparingly. Images should illustrate your message rather than replace your content. Some email providers
->block images or consider them an indicator of spam.
The aim of most email marketing campaigns is to increase traffic to a site, sometimes a specific landing page. No clicks mean no customers — it really is that simple. Always try to include visually striking buttons with text that give readers more than one opportunity to interact (e.g., Find out more! Download Now! etc.)
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