Think Inside the Inbox: A Guide to Email Marketing

Emailing has been around for decades, and email marketing is even a weak trend in the eyes of some digital marketers, but the fact is, email remains the third most influential source of information for B2B audiences. If you look at the statistics, you can see why: email is 40x more effective for customer acquisition than Facebook and Twitter combined. That said, not all email campaigns are created equally so today we’ll be talking about some tips and tricks to crafting the perfect marketing email.

Now we know a lot of you may be thinking that you hate having your inbox spammed with countless promotional emails, and you’re not wrong; more than 100 billion emails are sent everyday, a number that is expected to reach 246 billion by 2020. But this gives your business the opportunity to stand amongst the masses by making your email feel personal. Personalized subject lines increase click rates by nearly 30 percent. In fact, 68 percent of recipients make the decision to send it to their spam file solely based on how they feel about the subject line. Think about it, would you rather open an email titled “Dear Member” or “Dear *insert name here*”? Not to mention only 35 percent of brands make a habit of personalizing emails.

There’s also a very fine line when it comes to email marketing that can make or break an email strategy: quality vs. quantity. 78 percent of consumers report that they have unsubscribed from a company because the brand was sending too many emails. If you’re getting different versions of the same email from the same company multiple times a day, they start to blend together and become ineffective. You want your subscriber to notice when you send them an email, not just let it be something they expect every day.

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One examination of several email marketing studies found that you should send only one email a week and the best day to do so is Tuesday; and if you must send a second email, it should be on Thursday. Additionally, the ideal time to send an email is 10:00 A.M., followed by between 8:00 P.M. and midnight--something that surprises most people, but is due to the majority of consumers checking their email just before going to bed.

Also, if your email is not optimized to be viewed on a mobile device, you might as well not send it. More than half of all emails are opened on a mobile device and, on average, three of 10 subscribers will unsubscribe if the email cannot be viewed on a mobile device. In 2018, there’s just no excuse for not ensuring your emails are compatible on all devices; you want to make establishing a connection with your recipient as comfortable as possible. It also doesn’t hurt that for every one dollar spent on email marketing, there is an ROI of $44.

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At Enrich My Brand, we specialize in customizing just such email strategies with you to optimize customer retention and conversions. Visit our site to learn more about how we can work together.