Updated: Feb 1, 2019
During the process of building and launching CHECKR, I have come to understand how powerful email marketing can be when done correctly. My team and I made, and continue to make many mistakes, and as we learn from these mistakes we try to share lessons learned with our customers.
Mobile is responsible for at least 50% of all email opens.
Such is the case with email marketing. Although we continue to learn, we thought we would share the top ten lessons learned (in the form of tips) in email marketing:
Keep it Short and sweet
In a recent interview On leadership, hiring and firing with CNBC, Jeff Weiner, CEO of Linkedin mentioned this point as the biggest mistake salespeople and other professionals make when it comes to business email. He stressed the importance of keeping your emails short and to-the-point. It pays to put yourself in the shoes of the reader and try to address any concerns or questions they may have about your product in "their language", leaving very little room for confusion and the need to trade dozens of emails back and forth.
Use Responsive Templates
A responsive email template is simply one that looks good and can easily be read on all devices and screen sizes. Most email templates today are responsive. There are some platforms that still do not offer all templates in this format. This is a very important point to consider if you decide to create your own email templates for business communications or marketing.
Allowing your audience to read your emails on any device, especially mobile could be the one factor that boosts your open rates in a very meaningful way. According to Campaign Monitor, If an email displays poorly, no matter how good the content is, it’s likely to be deleted in under three seconds (in >70% of cases). As many as 15% of users will even unsubscribe, instead of delete. All in all, that’s an 85% drop in potential customers on mobile. Mobile is responsible for at least 50% of all email opens.
Invest in your subject line.
This is the headline for your email. Avoid gimmicks and tricks. They may work once, but they erode trust and debase most brands. In fact, A/B testing your subject line is easy (just divide your list in two and track open rate, click through rate, and purchase/conversion rate on landing page by subject line A vs B. All other parts of the emails are the same, just a different subject line.) This lets you use email to build your best version of sales scripting to use on your website, offline marketing collateral, and even in your live salesperson scripting. Inc Magazine.
Use Rich Media Strategically
I understand the temptation that exists for marketers, small business owners, etc. To want to load their email marketing messages with tons of images, GIF's, Emojis, and videos. Look, I get it. These media items are hot these days. I would, however, caution the overuse of these elements. For one, most email providers will mark messages with heavy rich content as spam. Two, you will confuse the heck out of your readers, thus defeating the purpose of the email in the first place. Try to use illustrative media items like Inforgraphics, charts, etc. with links.
Recycle your winners
At the very least send it to all those people who didn't open it the first time. And recycle it back to your non-buying prospects a second and third time down the road after an appropriate interval.