E-Mail’s Not Dead: 6 Ways to Give New Life to Your E-Mail Marketing

Published by Designzillas on August 18, 2014

Don’t let anyone tell you that e-mail marketing is on the fritz. Like your favorite little black dress or that crisp, white dress shirt, e-mail marketing is in no danger of going out of style.

Don’t let anyone tell you that e-mail marketing is on the fritz. Like your favorite little black dress or that crisp, white dress shirt, e-mail marketing is in no danger of going out of style.

Have you heard the news?

91% of consumers check their emails daily. 

74% of consumers prefer to receive commercial communications via email.

66% of consumers have made a purchase online as a result of email marketing messages. 

That’s a lot of people engaging with a lot of e-mail. How do your business’s e-mail messages hold up against the crowd? Check out these quick tips to bring your company’s e-mail marketing campaign back from the dead and gain the ROI you deserve.

No Boring Subject Lines

Now I know you can relate to this one. If you pull out your phone and scroll through your inbox right now, I guarantee you’ll find a few e-mails that you just automatically delete without even opening. Chances are, these e-mails have pretty boring, unoriginal subject lines that fail to draw you in for more. If you want successful subject lines, make them quick, make them catchy, and most of all, make your subscribers want to know what the heck is going on beneath the surface! Here are some quick things to remember:

  • Include localization — mentioning a city, state, or other familiar area has shown to increase click-throughs and open rates.
  • Personalize it — appeal to your subscribers’ emotions and senses. No one wants to read a dry, boring message that sounds like it was typed by and for a robot.
  • Avoid words like “free,” “help,” “reminder,” and “percent off” — These take up a large amount of inboxes and are easily skippable. They also have been shown to trigger spam boxes.
  • Make it 50 characters or less — Like a tweet, you’ve only got so much space to make a big impact.
  • Ask a question — It has been shown that e-mails with questions in their subject lines have increase click-through and open rates.

Give It the Time of Day

There is no definitive answer on the absolute, 100%, very best time to send e-mails — it varies depending on your industry and your target demographic. However, studies have shown a few generalities that can be strategically applied to all e-mail marketing campaigns:

  • More people open email during the day than at night, particularly between noon and 4:00 PM
  • More e-mails are sent and received during the week than on weekends. Shake up your routine and try sending an e-mail on a Saturday. You might find excellent results because the deluge of e-mails is less for receivers.
  • Always try A/B tests. Send one version of an e-mail to a group of subscribers at one time, and another version to another group at a later time. You’ll be able to track these metrics and notice any differences in open and click through rates depending on the times.

It’s About Them

If you know your customers and some best practices for e-mail content, you should be on top of the types of e-mails that will delight them. If you cater to a younger, information-hungry crowd, try sending some newsletter-type e-mails. However, these can get old very fast so make sure that each newsletter has a different central focus, lots of images, and of course, compelling, clickable content.

You can also never go wrong with personalization. No one wants to read an email that sounds like it was meant for a robot. Appeal to your subscribers’ emotions and senses rather than typing up straight facts and numbers. You’ll see increased click throughs and opens by remembering that they’re people too!

A Picture’s Worth 1,000 Words, Except When You Forget Alt Tags

No e-mail is complete without some kind of compelling image, but don’t forget to include alt tags! Depending on your mail service, you can edit the “alt” tag by editing the source or HTML of your e-mail’s content. In the image tag, you will see alt=“TEXT” — this is the “alt tag.” This basically just describes what the image is if it fails to show up in the browser window. This occurs a lot with many e-mail providers, so it’s important to remember your alt tags. Here’s an example of a Buzzfeed email that didn’t load properly in the browser. They included alt tags that gave a glimpse into what they image might have been in an entertaining way:

Err’body In the Club Gettin Clicks

The most essential thing for any e-mail campaign is a simple, clickable, and compelling CTA or “call to action.” This literally calls your subscribers to take part in some kind of action. This might be making a reservation, calling to schedule an appointment, or browsing through your online catalogue. Make your CTAs stand out, make them interesting, and to the point. Your subscribers should know where they’re going and what to do when they click.

Some Final Thoughts

Listen up! 69% of mobile users delete emails that aren’t optimized for their phones. Don’t let your e-mail be one of those that automatically gets swiped, just because it doesn’t look good on their phone. Many e-mail providers give you an option to view how your e-mail looks in all kinds of browser windows, including tablet and mobile devices. Take advantage of this! If your e-mail isn’t reaching your subscribers’ phones, you’re missing out on a huge chunk of potential customers.

All these wonderful e-mails are doing you no good if you aren’t tracking your metrics once it has been sent! You’ll never know how to improve if you aren’t researching what is working and what isn’t. By continuously checking results and keeping an eye on how your e-mails are doing, you can keep improving, keep targeting your leads and customers, and keep seeing the ROI of your marketing efforts. Everyone wins!

In the end, think about what you would want to see in your inbox. The next time you’re surfing through your inbox, take notice of the e-mails that stand out to you and the ones you just glide right by. By observing the work of others, you can greatly enhance your own marketing efforts and continue to reach your customers in new and interesting ways.


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