Top 10 Components of a Successful Marketing Email
When it comes to reaching your audience, email marketing is likely your preferred method - and with good reason! Studies indicate the number of people using email is approaching 3 billion. What’s more, the ROI of email marketing is outstanding, generating $38 for every $1 spent. These statistics clearly show that email marketing is alive and well.
Not every email, however, automatically sees success. With trillions of emails being received, users are selective when it comes to reading, or even opening, the many emails that hit their inboxes.
Take a look at the following email marketing tips to help make your email campaign a success:
1. The From label: who is the email from?
One of the key factors when deciding whether or not to open an email is the From label. With all the spam emails and other unrequested messages received, it takes only a cursory glance to send a suspicious email to the junk file.
Make sure users know they can trust your emails. The name users see when they subscribe should be the name they see when they receive your emails.
2. The Subject line: what’s this about?
Equally as important are email subject lines. On average, it takes 8.5 seconds to read a headline and decide whether or not to click on it.
Good email subject lines offer users brief but meaningful information about the email itself. Will the email offer them information? Will it tell them about a great deal? Whatever the email content, the subject line must first capture their attention.
3. Preheader: the email before the email
One last component offers you the chance to reach an email user before they even open your email. This is known as the email preheader and it’s a preview of the email content.
Often, users are shown a snippet of the email next to the subject line, giving them a sample of content and the sender one last chance to capture their interest. Ensure that your email begins with content that your audience will find compelling.
4. Automation: send emails based on user events
A trigger email is a type of email marketing that is in response to an action taken.
For example, a user visits your website and signs up for a newsletter, which triggers an email. Another example would be a user clicking a link, which triggers a separate email.
A trigger email performs three times better than nurture emails or batch emails. You can set up Triggered Responses in the Beetle Eye application to respond automatically to user events on your website. For success with email marketing, your email campaigns should include trigger emails.
5. Email Template: design with your brand in mind
A well-designed email template can increase the effectiveness of the content in your email. HTML template designs ensure consistency and can include brand elements, such as logos, color schemes, layouts, and other template-related aspects.
Having a consistent email template across your email campaign helps users identify you and your company and leads to greater trust. In turn, users are more likely to respond to the call to action in your emails.
With Beetle Eye, you can upload custom email HTML template designs for use in your email campaigns.
6. Responsive: think mobile
“one-in-five American adults are ‘smartphone-only’ internet users,” which means you can only reach these users via their phones.
When designing your email template, consider how your audience will see your content. Beyond the color scheme and logo, what size is the most common screen
According to the Pew Research Center, “one-in-five American adults are ‘smartphone-only’ internet users,” which means you can only reach these users via their phones. Implement responsive email templates that can be easily viewed by smartphone users.
7. Professional: check it twice
With a stellar email template in place, you might be tempted to skimp on the content. Realize that the two go hand-in-hand when presenting a professional image to your audience. Take the time to read through your content and correct any typos or other snafus - consider having a second pair of eyes take a look if this isn’t your strong suit.
8. Personal: address them by name
Stop thinking of emails as batched messages sent to the masses; instead, think of them as one-on-one conversations.
The first step is adding the user’s name to the subject line or greeting line, which you can accomplish with Beetle Eye email HTML template designs that use tokens for personalization. Consider how you can take this further: Did a user purchase a red sweater last week and this week a pair of jeans are on sale that would complete the outfit? Think about how the information the user has shared can be used to help create a better experience with you and your company.
9. Timing: what day, what time?
The perfect time to send an email depends on many variables, including who your audience is, what their email habits are, and whether emails are going to their work email or personal email.
Word on the internet that the best time and day is Tuesday at 10am, but this may only be true for work-related emails. Consider the extrapolations made here, which takes several studies into account.
Perhaps your audience is best reached on Tuesdays at 10 am, or perhaps Saturday morning is a better opportunity.
Either way, you can use the Beetle Eye application to schedule your emails to be sent at the time that is perfect for your campaign.
10. Call to Action: what’s next?
Every email should have a goal, something you want the user to do. And every email should state this clearly, throughout the content and then strongly with a single Call To Action. You read that right, just one focused CTA.
This has been shown to increase clicks by 371% and increase sales by 1617%. Keep distractions away from your users and let them follow through with that single action you are requesting, whether it is a survey, a purchase, or some other action.
The email marketing tips shared here are sure to increase the success of your email campaign. Every implementation is different, so it is important to review your metrics and see where tweaks are needed. Perhaps your audience isn’t using their mobile devices to read your emails, or maybe nurturing emails are their preferred type of email to receive.
Take a look at your results, make note, and adjust as needed for each separate email campaign. Use the statistics and tips as a starting point and then make your campaign your own.
To get started with your next email campaign, schedule your Beetle Eye demo today!