As you might already know, email marketing is one of the best ways to communicate with your audience. Nearly 30% of marketers rate email marketing as the most effective marketing channel (even more effective social media, content marketing, and SEO), and more than 70% of customers prefer email as a channel for business communication.
But in order for your email strategy to be successful, there are certain strategies and best practices you need to follow. In this article, we’re offering 5 tips and best practices for 2022 that will help you use email marketing even more effectively.
Keep Sending Newsletters
Did you know that newsletters earn an open rate of 22%? That means 22% of your email audience will see your content, compared to a fraction of that percentage for your social media audience.
Newsletters are the perfect way to present new products, deals, and special offers to your prospects and loyal customers. However, if your newsletters aren’t well-designed and executed, they might end up in the spam folder. So, what are the best practice when it comes to newsletters?
A good business newsletter delivers fresh content, updates, and upcoming products directly to subscribers’ inboxes to keep them engaged and entertained. Experiment with different elements (such as delivering times, copy, images, etc.) to determine what makes your recipients open your newsletter or, even better, click on CTAs and links.
In addition, pay attention to the frequency. According to GetResponse, sending up to five email newsletters a week will result in higher click and open rates.
Customize the Sender Address
Consider altering the sender’s address to use an alias sender address that’s tied to your offer and increase open rates by up to 34%.
For instance, rather than having your sender address come from “Company Name”, you can add a sort of a teaser to the content that’s inside the email: “Company Name Special Offers” or “Company Name Events”. You can also include the name of an individual as the sender, but be careful because if the recipients don’t recognize the sender, there is a chance that your unsubscribe rates might increase.
Choose Words Carefully
Use words that will make the recipient feel like they that they are getting insights into what’s ahead, that they won’t miss out, or that they are getting the inside scoop. Research has shown that the following words are most effective when used in subject lines:
Free — 34%
In-Stock — 28%
Limited — 28%
Outlook — 27%
Expires — 26%
Last Chance — 26%
Available — 25%
It is also important to note that one of the most successful words when it comes to email marketing is the recipient’s first name, so it comes as no surprise that personalized email messages can improve your open rate by 26%.
If you think using emojis in B2B subject lines can look unprofessional, think again. Emojis are an excellent way to capture people’s attention and make your email stand out in the recipient’s inbox. That’s probably the reason why, in the last 18 months, B2B organizations have increased the use of emojis in email subject lines by a staggering 1700%!
Research showed that emojis suggesting a sense of urgency are among the most effective for B2B email marketing campaigns and using them as bookends in a subject line can increase open rates by more than 30%.
Make Your Emails Mobile-Friendly
Over 50% of Americans are reading emails on their smartphones, which means that it is of the utmost importance to make your emails mobile-friendly. If your subscribers have difficulties reading your emails, they can easily decide to unsubscribe and/or lose trust in your brand. Just one poor experience is all it takes.
Make sure your email designs adjust to the type of screen (mobile, tablet, desktop) that the recipient is using in order to provide the best UX.
Moreover, people are increasingly using their phones to complete purchases, so ensure that any web pages your emails link to are optimized for mobile conversions.
There you have it! Now you know what to expect in the following year when it comes to email marketing. Of course, as with other types of digital marketing, the data you gather will help you figure out which of these strategies work but don’t be afraid to experiment. Combine these five email marketing tips with your existing email marketing strategy and your campaigns will be positioned for success.