You’ve Got Mail
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“You’ve got mail!”
While this sound used to make us all giddy with excitement over electronic correspondence, things have certainly changed. Emails pour in every second (one source says 118 billion consumer emails are sent per day!) from brands you have been associated with for even the briefest of encounters (hello, giveaway entries!). As marketers, email marketing in 2021 is still one of the most valuable (and most affordable) channels for reaching your core audience – hence the overloaded inbox. But according to SaleCycle, 59% of respondents say marketing emails do influence their purchase decisions. So, how do you improve your open rate within your valuable (and busy) email list?
Ensure your email list is up to date. Become intimately familiar with your database, creating segmented lists based on location, product interest, etc. This will help you send emails to the appropriate audience targets with ease. Also, if they haven’t bought anything from you since 2005, they probably aren’t opening your emails.
Put effort into your subject lines, either through personalization or eye-catching copy and test to see what works best with your audience. According to HubSpot, 47% of marketers test different email subject lines to optimize email performance.
Program automated journeys. The more data you have on your customers, the more personalized you can make your offers and messages in your email marketing platform. Campaigns like Birthday, We Miss You, or Anniversary offers are a great place to start!
Create. Valuable. Content. Your audience’s time is valuable, so respect that. You don’t have to start from scratch either. Campaign Monitor has some great tips on repurposing existing content from social media, your website, and more.
If you’re looking for more email marketing tips, these are some of our favorite sources of inspiration:
Posted by Molly