Email Marketing: The Number One Way to Reach Your Audience

There are two types of people when it comes to email inboxes – the ones that zero it out and those that thrive in the ever-growing volume. Whichever one you are, one fact remains, email marketing is the number one-way businesses reach you (and your customers!) to drive revenue. According to the 2022 Digital Consumer Trends Index:

• Email performed 108% better than other forms of customer outreach.
• 45% of those surveyed said they made a purchase in 2022 based on email engagement while only 33% acted on a banner ad and 22% acted on an SMS message.
• Within the first hour of sending, 22% of all email campaigns are opened.
• The average anticipated ROI is $40 for every $1 spent on email marketing.
• Nearly 70% of marketers use email marketing.

These results don’t just come from throwing together a quick email and pressing send. Expert marketers were behind that email that reminded you to try that new restaurant, revisit a hobby or make that purchase you’ve been waffling on. Sit back and get ready to take some notes: we’re gonna walk you through our top three email marketing best practices.

1. Personalization is Key

Software technology company Qualtrics reported that the number one thing consumers are looking for from businesses is a human connection. Lucky for you, one of the most powerful things about email is that it can be personalized. On average, consumers spend 34% more when their experience is personalized. So what does that personalization look like? Building a targeted email list, using segmentation to send personalized messages, implementing keywords and phrases specific to the recipient and collecting psychographic data are all part of a successful email campaign strategy.

Personalizing your email will keep your content engaging, meaning readers will get to the bottom of that email or click that button and get you the best email marketing ROI.

2. Stand Out in the Inbox

So now you have an engaging, personalized and beautifully formatted message. Next step? Get them to open the email in the first place. It doesn’t matter how good your content inside the email is if the subject line doesn’t hook them. In fact, 69% of email recipients report emails as spam based solely on the subject line. We’ll be honest, the process requires a little bit of trial and error, but here are some tips to get you started.

• Keep it short and sweet. Aim for 50 characters or less – you’ll miss parts of longer subject lines on mobile.
• Use actionable language. Show your reader that there is something for them in the email.
• Use numbers. Lists and numbered article tend to perform well.
• Create a sense of urgency. Let them know that this email is important for them.
• Be clear and concise. Subject lines that get to the point tend to perform better than those with clever language.
• Test different subject lines. When it comes to email marketing, A/B testing will be your best friend.
• Avoid all caps. No one likes to be yelled at.

3. Optimize for Mobile

The final key to creating incredible email marketing campaigns is optimizing for mobile. When is the last time, outside of the office, you checked your email on a computer? Up to 60% of email opens occur on mobile devices. So, make sure your subject line is short but eye-catching and that the buttons and links inside the email are easy to tap. And here’s one last stat on mobile optimization if we haven’t convinced you yet: mobile emails have a 65% higher likelihood of bringing people to your website. You don’t want to miss the mobile crowd.