A guide to Email Marketing in 2016
Gracie Stewart talks about where Email Marketing is in 2016.
Email marketing has fallen down the list of priorities for many brands over the last few years due to the popularity of social media, however, email marketing campaigns are still one of the most effective ways to increase your ROI.
So don’t let email sit on the side-line this year, instead follow these marketing trends to create a more effective email marketing campaign that will help ensure you reap the rewards.
Make it personal
Personalisation has long been a proven tactic for email marketers. One of the reasons why it’s so effective is because it engages readers on a (you guessed it) personal level. By treating your recipient as an individual and making them feel special you can encourage interactions and sales. Sending an email to John or Hannah, or inserting the company name may seem like an obvious thing to do but it can make a difference. In fact, email personalisation can boost click through rates by nearly 20%.
If you don’t know who you’re talking to, you won’t know what to say. Segmentation is a key strategy for creating more personalised emails and a massive priority for marketers in 2015. While it’s very tempting to send a generic email to your entire database, this won’t produce the best conversion rates and may eventually turn your subscribers into non responders. By segmenting your database and targeting your emails, you’ll be able to write about what your subscribers are interested in which will get a much better response rate. For instance you can separate you database into groups based on their gender, location or purchase history. This means you can target both genders with different email content, offer people information relevant to their area and recommend other products that may interest them.
With the majority of marketing emails now opened on mobile, it has become vital to ensure your email marketing templates and creative are effective on smartphone and tablet devices. Thanks to help from email service providers and growing industry knowledge, responsive design is getting easier to implement and use effectively. Here at NewZapp our responsive HTML templates give you the power to create campaigns which display perfectly on desktops, smart phones and tablets. This means your email will automatically display beautifully on all devices thanks to our amazing design team, leaving you free to concentrate on the campaign message without having to worry about responsive HTML.
Test, tweak and repeat
As with every part of your marketing efforts, the only way to know how successful you are is to the measure results and test different approaches. While A/B testing may seem like it adds more work and effort, it can actually save you a lot of time, and get you the most optimised marketing results for your business. Split testing subject lines is common practice but in 2015 it’s time to take your email experiments further. Other things you can test include delivery date/time, from name, copy length, image vs text hyperlinks – the options are endless.
Re-published article by Gracie Stewart at NewZapp email marketing
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