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How to Make the Most of Your Email Marketing

If you don’t think email marketing is effective, think again. Active email accounts are expected to hit 5.6 billion by 2019 and that’s with 99% of consumers checking their email at least once a day. In addition to that, email generates $38 for every $1 spent in advertisement costs with 59% of respondents saying marketing emails influence their purchase decisions. Are you a believer now? As with many marketing strategies, there is a lot of room for success (and error) when utilizing email. Avoid some of the common email marketing pitfalls and learn where to focus your energy with our email marketing best practices! Test, Test, Test This may seem obvious but given the number of emails that hit our inboxes with broken links or wonky images, it is obviously forgotten by some marketers. Before you send an email, any email at all, be sure to test all of your content! Most email marketing programs have tools in place that will allow you to preview your content and even send a copy to yourself. No matter how confident you feel about an email, never forget to thoroughly review it and ask others to review it for you. You will be surprised (and very grateful) by all the simple mistakes you catch! Clean Up Your List If you have a lengthy list of email addresses, it is probably time to trim it down. Bigger isn’t necessarily better when it comes to your subscription list. The odds are good that there are many inactive and uninterested people who are hurting your open-rates. Remove users who aren’t responding to your content, if they aren’t now and haven’t in months (or years) then chances are they never will. By trimming your list down to people who are actually interested in your emails and interacting with them, you can get a better sense of what your audience likes and also improve your statistics! Don’t Be Spammy  Many marketers try to catch their audience’s attention using the same tactics as spammers. This is not a good choice and will result in your emails being caught by spam filters. This means avoiding things such as using all capital letters, too many exclamation points, and spam-associated words and phrases such as “cancel anytime”, “click here”, or “this is not spam”. Get Your Timing Right Optimizing your emails for different times and days (and time-zones) is an often-over-looked best practice. You’re not checking your email on the 4th of July or at midnight, so chances are your consumers aren’t either. Be aware of upcoming holidays and also explore when most people on your list open your emails. It doesn’t take much effort to put together a strategic schedule for your emails which could ultimately result in a significant change in click-throughs and open-rates! Refresh Your Content If you’re still using the same template and content as you were years ago, it’s probably time to change things up a little bit. As with everything else, email styles come and go and it’s important to stay up to date. You probably cringe every time you visit an outdated, clunky website, and your consumers will do the same with your emails if they aren’t given a facelift now and then. Work to wow your consumers and keep their attention by always keeping your emails fresh and relevant.
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