Our inboxes may be full of offers and news, but email marketing is still serving its purpose.
A recent survey notes that 68% of marketers believe email marketing is a very effective strategy, one of the highest among social media advertising and social media listening. Those marketers must be on to something: the Direct Marketing Association notes that email marketing has an ROI of 4300%.
Earlier this week, our founder and president Jorge Villar shared 3 practical tips to increase response on your next email campaign. To piggy back off his post, we've decided to continue his list with 5 more strategies you can put in place TODAY.
While this seems like a no-brainer, I bet you can look in your inbox right now and find several reasons that it needs to be restated. Have someone who isn't working directly with the campaign read over the subject line as well as the message. It's easy to grow so attached to our ideas and our work that we overlook typos, misspellings and improper punctuation. A fresh set of eyes can help you zero in on areas to be improved.
2. Include video content.
There's no doubt that consumers love to watch and engage with videos. Long form and short form videos alike, consumers enjoy an interactive experience with content that is entertaining, informative and shareable. Effective marketers know this and use it to their advantage. Recent research shows that when a video is used in an email, the CTR increases by 200%-300%.
3. Make your landing page one click away.
Consumers engage with content that is not only entertaining but that is also conveniently accessible. Two clicks to reach a landing page and/or watch a video may take too much time and effort, especially depending on internet connection and considering your audience's busy schedule.
4. Use one CTA per email campaign.
You may want your target audience to call you, email you, download a white paper, visit your website and follow you on social media, but your email campaign needs to focus on only one of those at a time. This will help you hone your message as well, providing prospects and clients with a clear idea of what you're offering as well as how they can follow up with you.
5. Send your email at the right time.
Scott Stratten, marketing expert and president of UnMarketing, has a great quote on this concept: "The best time to never send email is when someone else told you to. Do your homework. The only important data out there is what your own list does." You have analytics on your target audience; use that data to determine the right time for your brand to send emails and to optimize your campaigns.