Keeping Up with The Latest Email Marketing Trends
When used correctly, email marketing can serve as a powerful tool for promoting products, developing relationships with your customers, and efficiently communicating with potential buyers. Despite this aspect, numerous business owners are afraid they won’t be able to convince customers that their emails are worth opening.
In fact, according to a study, only 18.16% of marketing emails across all industries are opened. In today’s article, we will talk about some of the best email marketing trends that are worth following, many of which can help businesses obtain the results they are aiming for.
1. Send your emails at the right time and date
Research has shown that emails that are sent between 10AM and 11AM often get the highest open rates. Additionally, receivers are apparently more open to reading promotional emails on Tuesdays. These stats are good to keep in mind for cold email marketing, yet personalized targeting should be leveraged to find what works best for your customers.
There are several tools that you can use to determine when your emailing lists are available for reading, especially if you are dealing with an international audience and have the burden of keeping up with time zone differences.
2. Email personalization is key to increasing open rates, response rates, and sales
According to the same source, email personalization has the potential of increasing your response rate by 100%. As such, your first goal should be to get your very own emailing list, rather than purchasing one off the internet. Doing so ensures that your recipients have at least heard about you in the past, and won’t receive random emails they might class as spam.
Now, for personalization, the latest trends indicate that you should leverage all data you have on a customer. Consider their past purchases, interests, and products they were close to buying. Doing so gives you a better idea on when you should promote newly-released products or offer discounts on products they were previously interested in.
There may be cases when you want to fuel an actual communication-based relationship between you and a potential customer. In a situation like this, do not use automated mailing tools, but rather write the email yourself and send it when you deem necessary.
3. Make sure your emails are easy to read and understand
Your chances of securing a response tend to drop if you send a wall of text or an email filled with images. Research shows that emails written at a third-grade reading level can provide the highest response rates. It is also recommended that your emails have between 200-250 words. Writing more can bore the already reluctant reader, thus leading to a lower number of responses. As such, your emails should strike a good balance between the number of words and the number of images.
It is also important to keep in mind that at this time, approximately 80% of people open up emails via their smartphones. This represents the main reason why you have to make sure that your emails are properly optimized for reading on mobile devices.
Lastly, whenever you work on your email marketing campaign, you want to ensure that you are not overdoing it. Sending a follow-up to a personalized email is fine (even beneficial), but try your best to avoid sending too many offers, newsletters, and follow-ups. Being moved to spam is the first step to losing a potential customer.
Based on everything that has been outlined so far, email marketing remains a cheap yet highly-effective marketing strategy. While response and open rates aren’t too high, you can help improve them by following the tips outlined above.
For trends in other areas of digital marketing, see the infographic.