There is no denying that email is one of the most important forms of digital marketing. In fact, email marketing is now considered to be a vital part of every business’ marketing arsenal.
Marketers utilize email marketing to connect with customers and prospects. The appeal of email marketing is twofold. First, it allows businesses to effectively communicate with their customers and prospects using a familiar and accessible channel. Second, the automated nature of email marketing allows businesses to send communications to a large audience effectively and efficiently.
To put it simply, without a doubt, email marketing is essential for every marketer, whether you’re a large corporation or an independent small business. That being said, it’s important to keep in mind the most efficient ways to approach email marketing for business. In this article, we will discuss seven tips on how to manage your email marketing efforts in a business context.
Set Clear Goals And Use Metrics To Measure Progress
Setting clear goals and using metrics to measure progress are crucial if you’re going to effectively manage your email marketing efforts in a business setting. Without clear goals and objective metrics, it’s virtually impossible to know whether your efforts are delivering the results you’re looking for. To put it bluntly, you can’t manage what you don’t measure.
One of the best practices associated with effective email marketing is the use of conversion trackers. A conversion tracker is a tool that measures the number of people who are interacting with your email campaigns, typically in the form of clicks or actions, such as subscribing to a newsletter or making a purchase. The use of a conversion tracker is extremely crucial, as it enables you to measure the success of your email marketing efforts. In other words, you can’t manage what you can’t track!
Design Your Emails to Convert
If you’re not using email marketing software, you’re wasting a huge opportunity to improve the effectiveness of your campaigns. Poorly designed emails often result in low engagement and conversion rates. On the other hand, expertly designed emails encourage open-mindedness, gain trust, and ultimately result in higher engagement and conversion rates.
To design an email that will result in the highest possible engagement and conversion rates, you need to take into account the following:
- The copy of the email
- The design of the email
- The URL of the email
- The image of the email
- The button of the email
- The text of the email
When designing an email, whether you’re using software or not, it’s important to keep the customer in mind. What does the customer want? By answering this question, you can ensure that your emails result in the highest possible engagement and conversion rates. In other words, design your emails to convert!
Keep Emails Short & Sweet
When your emails are short and sweet, they tend to be much more effective. According to HubSpot, emails that are shorter than four sentences generally fall into one of three categories:
- Temporary – these emails don’t need to be too engaging, as the business purpose is simply to convey information.
- Informational – these emails should be concise and to the point, but don’t need to be overly engaging. The aim is to inform the receiver.
- Promotional – these emails are designed to encourage the user to take an action. Essentially, the text should be short and snappy, using language that is easy to understand.
In the digital marketing space, shorter emails are generally preferred, as people are constantly receiving dozens of messages every day. The fewer the words, the less the receiver will have to think about. Thus, keep your emails short and sweet.
Avoid Using Too Many Graphics
Too many graphics in your emails often causes the message to become hard to read. According to HubSpot, most people scan emails for key words and phrases, and less than 10% of the time do they actually read the entire email.
If you want to engage recipients, use simple, bold, and colorful text along with images that complement the content. Vividly contrasting images can help make your point quickly and help the reader retain information. When in doubt, keep the text heavy and use few, simple images.
Use Video In Your Email Marketing Materials
With video being such a popular form of content online, it’s only natural that businesses would start using it in their email marketing materials. After all, videos permit businesses to share their vision, mission, and values, as well as provide consumers with a sense of engagement. In other words, videos allow businesses to create a more personal connection with their customers.
To get the most out of video content in your email marketing materials, consider using the following:
- Full-screen background images
- Bright contrasting colors
- High-quality videos
- Short, simple, snappy, and sweet video messages
- Thumbnails that lead to more content
With video content being so popular, it’s important to ensure that your email looks as good as new. In other words, don’t just use any old video!
Avoid Using Too Many Tables
The number of tables in your email should be kept to a minimum, as excessive use of tables can make your email harder to read. According to HubSpot, around 80% of people scan emails for key words and phrases, and less than 10% actually read the entire message.
If you want to persuade potential subscribers to take action, use a combination of strong visuals and simplified language.
With a little bit of design and the right video content, you can encourage visitors to take the desired action. By keeping the copy simple and the design clean, you will achieve an excellent conversion rate.