Part of the fun of working for a great agency is being encouraged to think. Here are some of the things we’re thinking about.

Are You an Inbox Clogger? 3 Steps to Mastering Email Marketing

February 25, 2019 Amy Stevens

Are you old enough to remember a world without the internet or email? It’s hard to believe that email has only been widely used since the mid 1990s. Even then, checking your AOL account wasn’t a daily routine. In fact, in 1996, reports that Americans with internet access spent fewer than 30 minutes a month surfing the Web. The latest research from Hootsuite and We Are Social shows we’re spending on average of six hours and 42 minutes online each day. Half of that is spent on mobile devices. And more than 269 billion email messages are sent every day, according to the Radicati Group, which averages to about 72 emails for every one of the world’s estimated 3.7 billion email users. In business, about 199 emails/person go unread or unopened every day.

No matter what business you’re in, competition is intense to get your message to the right people. Email can still be an effective tool, especially if you only send messages to subscribers who have opted-in to receive them. Email marketing gives your company the opportunity to improve sales conversion rates, stay connected and inform customers of new products, services and events.

But how can you make sure your message doesn’t end up in the trash? Here are three tips on how to make sure your marketing emails are read, every time.


1. Make Subject Lines Compelling


Your subject line should also be brief, but descriptive, at 30 characters or fewer. In a study using 6.4 million emails, 33 percent of recipients opened an email based on the subject line alone. And 40 percent of emails are opened on mobile first, where the average screen can only fit 4-7 words. Figure out which words work for you.  Here’s a fun fact: a study by Adestra found that there is a 61.8 percent increase in opens when the word “Alert” is used in the subject line. However, the word “newsletter” led to an 18.7 percent decrease in open rates.

Also, don’t be afraid of emojis. They may seem juvenile or a bit silly, but they may work. Our customers have found that emojis in subject lines can improve open rates and help express an idea with less space.


2. Keep it Short


If you can swing it, keep your message to 200 words or less. According to Hubspot, the ideal length of an email is between 50 and 125 words. Emails this length had a response rate above 50 percent. According to Constant Contact, in a study of over 2.1 million customers, it was confirmed that emails with approximately 20 lines of text had the highest click-through rates (or about 200 words).


3. Go with the Flow


Sumo suggests that when it comes to creating the right flow, you need to consider your customer’s journey from start to finish – from subject line to message end. Think of your message as a step-by-step journey that your readers take once they open your emails. Use infographics, photos and splashy photos. Don’t rely on text only – the look of the message can be as important as the message itself. However, don’t lose sight of the scroll and keeping it engaging for the few seconds that you’ll have to grab and keep their attention.

Bottom line, always end with a call to action and a link to your website, article, product page, etc. Cut your content a bit shorter than you may have initially thought, so that it leaves your subscribers wanting more. Need more inspiration? You’ll find some great examples here. Or shoot us an email, and we’ll be sure to open and respond.


Leave a Reply

Your email address will not be published. Required fields are marked *