Building on Email Marketing Best Practices Part 1, here are tips 5-8 to make sure your email marketing efforts get the results your business needs.
5. A Little to Left
Eye tracking studies found that people instinctively start reading from the upper left-hand side. They eye also spends the most time in the top left of a page. Use this instinct to your advantage by placing your logo and the most important elements to your email message in this key area for maximum visibility.
6. Short & Sweet
Effective subject lines have between 30 and 50 characters (not words!). Beyond the incentive (see tip #1), there should also be a sense of urgency and what the reader can expect after opening your email marketing message. Otherwise it’ll get ignored and/or quickly deleted.
7. Recency & Frequency
Don’t be surprised if a prospect opted-in and then forgot. An initial email should be sent out in minutes of registration. Then followed up with another email at 1 day, 5 days, and 10 days after initial registration. Ideally each email should include a bonus or additional content as a reward for opting in. Remember, you are nurturing the relationship so be sure to show your value and goodwill.
8. Now What?
You’ve crafted a message with a timely call to action. The call to action should be clickable and send them to a corresponding landing page. This landing page should match your email — graphics, headline, content, valuable offer and call to action. Use tracking tools so you can determine which emails and landing pages brought results. We recommend having at least two different versions in your email marketing campaign so you can do A/B testing. Test your subject lines, offers and call to action so you can maximize your email marketing tool.
Stay tuned for Tips 9-12…
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