Digital & Social | 3 minute read
What with the boom of social media marketing, email took something of a back seat. However, following the Covid-19 pandemic it’s back and stronger than ever. In fact, recent research found that 94% of B2B marketers are prioritising email marketing campaigns for 2021 and beyond.
If you look at the statistics, it’s easy to see why:
- 99% of business email users open their inboxes daily – some checking in up to 20 times a day
- 45% of B2B marketers say that email is the most effective of all the digital marketing channels
- Research has shown that for every $1 spent email generates $42 – a 4,200% return on investment
So, now we’ve established the value of email marketing, what are the basics for running a successful campaign? Let’s take a look.
They might be short (ideally no more than five words) but subject lines can make the difference between a read and unread email. For this reason, take the time to craft a line that generates curiosity (e.g. pose a question) or introduces a sense of urgency (e.g. Don’t miss out) so the recipient is encouraged to open the email to find out more.
It’s one thing to get someone to open your email, it’s another thing altogether to hold their attention and keep them reading. That’s why creating content relevant to your audience is vital. It should add value by offering advice or a solution to their needs and include links to relevant pages to unique information on your website, such as blogs and FAQs.
Where possible, customising the content to individuals or segments of your audience can also make a huge difference as personalised email campaigns improve the click-through rate by 14%.
As well as ensuring your choice of words attracts your audience, the look and feel of your email is just as important. Think of the layout as a menu. It should be easy for someone to browse and discover the elements that are important to them.
Another key thing to remember is that the fonts and colour scheme should be consistent with your overall branding – instantly recognisable as part of your brand without having to read a word.
With more than 80% of email users opening mail on their phones, your email designs should be responsive so elements such as your logo and key messaging are always front and centre.
Once your email is ready to send, it’s time to consider when you’re going to send it. If it’s part of a campaign you might want to stick to a regular schedule so your target audience is primed to receive it. For this reason, creating a content schedule is vital, as it can be easy to lose track of what was sent, to whom, and when.
The best time of day to send your email depends on a variety of factors, such as geographic location (e.g. consider time differences) and your previous interactions with the recipient (e.g. following up on a face-to-face meeting at an expo).
Looking at the data from email marketing campaigns can also help shape future send-outs as you can test and track open rates to discover the optimum time to schedule the mail out. Which brings us on to…
Measure the results
Of course, sending the email isn’t the end of the journey. Thanks to email tracking you can keep tabs on the performance of your email campaigns, drilling down to discover insights such as open rates, click-through rates, and if attachments were opened.
Not only does this let you assess the effectiveness of a campaign, but it helps to shape future campaigns as you can test new send-out times, designs, and wording to continuously improve your results.