Your clients or potential clients are bombarded with tons of emails each day. Below are 4 email marketing strategies that will help your emails stand out from the rest.
1. The long and short of subject lines
When it comes to crafting that perfect subject line, avoid the subject line of 60 to 70 characters. Marketers refer to this as the “dead zone” of subject length. According to research by Adestra, which tracked over 900 million emails for its report, there is no increase in either open rate or click throughs at this 60-to-70 character length of subject line.
Subject lines 70 characters and up engage readers in clicking through to the content, and subject lines 49 characters and below tested well with open rate.
In fact, Adestra found that subject lines fewer than 10 characters long had an open rate of 58%.
So the question is “do you want to boost clicks (response) or opens (awareness)?” Go long for click throughs; keep it short for opens.
Either way, a helpful email strategy is to avoid that 60 to 70 character dead zone.
2. 8:00 p.m. to midnight is the best time to send your email
While many a quality email may be built during business hours, the ones with the best open rates aren’t being sent from 9 to 5. The top email strategy is to send at night.
In their quarterly email report, Experian Marketing Services found that the time of day that received the best open rate was 8:00 p.m. to midnight. This block not only performed better for open rate (a respectable 22 percent) but also for click through and sales.
Inbox crowding and the deployment times of other marketers go hand-in-hand; if your email goes out when few others do, it stands a greater chance of getting noticed (so quick, start sending between 8:00 and midnight before everyone else catches on).
Optimal mailing for your customers’ needs will be up to you. Test, test, and test some more to find out how your customer ticks and when he/she opens email.
3. 47 percent of all email are open on a mobile device
Mobile opens accounted for 47 percent of all email opens, according to numbers provided by email marketing firm Litmus. If your email list accounts for $100,000 in sales each month, could you afford to wave bye-bye to $44,000 just because your email looks funky on a mobile phone?
Design responsively to ensure that your email looks great no matter where it’s read. Here are some quick mobile design tips:
- Convert your email to a one column template for an easy mobile fix.
- Bump up the font size for improved readability on smart phones.
- Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
- Make the call-to-action obvious and easy to tap. Above the fold is preferable.
- Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.
4. Email is still king over Facebook and Twitter
Social media may be the nipping at email’s heels, but the content king of the inbox still holds sway in social influence, according to a study by SocialTwist. Over an 18-month period, SocialTwist monitored 119 referral campaigns from leading brands and companies. The results showed a significant advantage to email’s ability to convert new customers compared to Facebook and Twitter.
Of the 300,000 referrals who became new customers, 50.8 percent were reached by email, compared to 26.8 percent for Twitter and 22 percent for Facebook.