Why are the open rates and click-through rates on your email marketing campaigns so low? You've got a good product and a good message; where are the results?
It's probably not your message itself; it's how you're framing it. The most successful email marketers have learned to focus on the key points that give their emails the best chance of being opened—and once opened, of driving readers to take action.
What are the best email marketing tips and tricks used by professionals? They include:
Let's take a look at each of these in more detail.
You've probably already heard one of the best email marketing tips: write a great subject line. But let's go deeper and look at some specific how-tos.
If you've ever seen an all-caps text message or email, you know what it's like to be shouted at. It can seem desperate: TRY OUR PRODUCT! So use capitalization sparingly.
At the same time, don't hesitate to drop in a few caps if the time is right. Suppose your company is hosting a conference in a few months. You might try a subject line like “STOP! Collaborate and Listen: A Day of Teamwork Training.” That's eye-catching without being obnoxious.
Also, consider whether you want to use title case (Each Word Capitalized) or sentence case (Only the first word capitalized) in your subject lines. If you want to be more formal and official, go with title case. To be more casual and conversational, it's sentence case all the way.
What do you see when an email pops into your inbox? A sender name? Check. A subject line? Check. A date and time? Check.
What else? Oh yes, the preview text. This important piece, also known as preheader text, is one of the most-ignored email marketing tips and tricks. Preview text appears in the inboxes of some major email clients, including iPhone, Gmail, Outlook, Mail and Windows Mobile. Like this:
You don’t have a lot of words to work with. Gmail gives about 100 characters total between subject line (the example above is 90 characters total). iPhones are more generous: they offer 140 characters for preview text, regardless of the length of the subject line.
This is one of the best email marketing tips that is often forgotten: You shouldn't just fire off your email whenever you finish it. Studies suggest that emails are better received at certain times of the day and week. While this varies by industry and audience, these are some good basic guidelines:
The sender name can be just as important as a subject line. It's usually the first thing you see, in fact, so getting it right is crucial. Here are three points to remember:
Think of a marketing email as a machine with several moving parts: the sender name, the subject line, the greeting and text, the call to action, the 'share' buttons. Every part can be honed to maximize engagement. If you're running a small business, try these seven email marketing tips and then see how your open rate looks. Bet you'll see an improvement.
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