Email marketing can be an integral part of your content marketing plan, or it can be a total bust. While it has the power to generate leads and build relationships, that power will go untapped unless people actually open and act on your emails in the first place.
Statistics for email open and click-through rates can be pretty daunting. Marketing Profs reports a B2B open rate of under 20 percent and a click-through rate of about 5 percent. B2C emails share a similar fate.
Increasing those dismal statistics means paying acute attention to two key aspects of your all your email marketing. These aspects are:
When it comes to the best time of day to send out emails, you still don’t get a magic formula, but Marketo does offer a few tips.
Good times to send email can include:
Effective emails contain three essential elements. They are:
Catchy Subject Line
Put yourself in your recipients’ shoes to think of the type of subject line that might make them click. What kind of information and wording would intrigue them enough to check out the email content?
Like your subject line, the copy should be conversational and creative. The most effective email messages often address a pain point and then offer a solution. Marketing jargon is definitely out, while short and easy-to-scan messages are in.
Solid Call to Action
Your email’s call to action needs to outline exactly what you want the recipient to do, such as visit your website, order a subscription or any other activity. The most effective CTAs are set apart from your main text and the copy entices readers to act.
Another way to strengthen the effectiveness of your email marketing is to spot check on your own behaviors. When you go through the dozens, if not hundreds, of emails you receive each day, make a note of those you open, those you act on and those you automatically delete without even reading. Look for specific elements that led you to each action, and use the same positive techniques in your own email marketing campaigns.