Email marketing is an affordable and effective way to grow a business, but there’s a strategy to developing successful campaigns. Everything from the opt-in box to the time you send can influence how well an email marketing campaign performs. If you want to grow your business with email marketing – as one of your marketing components - make sure you’re maximizing your efforts with these three email marketing best practices.
Simplify Signup The first step in email marketing begins well before you click “compose.” You need a signup process that gets people to subscribe to your emails. After all, without any subscribers, even the best-composed email will yield no results. To increase your opt-in rate, the first thing to do is to simplify your signup process and increase its visibility. Subscribers should only have to fill out one form, which might ask for their email, name and perhaps one other detail, and then click a confirmation link after submitting their information. The link to the signup form should be prominently placed above the fold on your website, and you might want to link to the form from social media platforms to further increase visibility. Second, you should make sure your audience knows that you will NOT overburden them with too many emails. Your focus should be to educate your audience, not sell! Maximize for Mobile Designing for mobile devices is important in email marketing, just as it is in web development. According to Adestra, 55 percent of emails were opened on mobile devices in January 2016. If your emails aren’t easily read on smartphones and tablets, you may be missing more than half your target audience. Mail in the Morning The best time to send marketing emails is in the morning. Mailchimp’s data suggests that 10 am is the perfect time, although the hour preceding and several hours following this time still yield good open rates. When deciding what time of day to send your emails, consider where your recipients are located. If they’re all in one geographic area, you ought to send it at about 10 am local time. If your newsletter is comprised of people from across the country, though, you might want to delay sending an email until 12 pm EST. This time has the advantage of reaching subscribers in the Eastern and Central time zones during or just before their lunch hour, while also reaching subscribers in the Mountain and Pacific time zones as they’re getting to their offices. Email can still be an effective tactic in your marketing toolbox, when used correctly. Follow these three tips and you’ll be well on your way to a successful campaign. Want to know more about email marketing for your business? Contact our partner, Clarity Marketing, at 860.658.4361, or go to their website: www.claritymarketingct.com |
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