October 09, 2015

Email Marketing: A Powerful Tool - When Used Correctly

by Erin Johnson

By Guest Blogger, Carrie Scheetz, Quanex's tradeshow and event specialist. 
Email marketing is one of the most cost-effective ways to reach a mass audience while using very little budget. However, it’s also one of the most abused marketing tools. According to The Radcati Group, more than 205 billion emails are sent and received every day. And we’d be lying if we said most of those emails received didn’t go straight to the trash.
 
So how do we as marketers break through the clutter? How do we establish our brands as ones that don’t get ignored and sent to the deleted folder the second they pop up in our customers’ inbox? Here are my top five tips to making sure your emails get noticed. 
 
Spend time on the subject line. It’s the first thing your customers see when an email enters their inboxes, yet it’s often an afterthought for us as marketers. Try to keep your subject line fewer than 30 characters, and if you’re really up for the challenge, keep it under 10 characters—short subject lines boast the highest average open rate. But above all, make sure your email’s content delivers on the promise of the subject line to continue getting high open rates.
 
Answer the “so what” right away. Provide value for your readers within the email—and make that value clear right away. Keep the most important content “above the fold” along with the call to action. And before you hit “send,” ask yourself what your customers are getting from this communication. If it’s truly self-serving, rethink your send or else you’re putting your company at risk for getting ignored.
 
Experiment with A/B testing. Because email is such an inexpensive channel, don’t be afraid to test different messaging. Use two different subject lines and see which one performs best. Experiment with your calls to action. The key is to isolate the change to one per email—this will ensure you know why the email performed better or worse than the other.
 
Make it responsive. As much as 66 percent of all email in the United States is opened on a mobile device, according to Moveable Ink. If you haven’t already, invest in creating adaptive templates that are easy to read on any sized screen for easy viewing.
 
Measure. This is often the forgotten step, but one of the most important for future success. Be sure to evaluate open rates, click-throughs and any other key performance indicators (KPIs) to validate your communications strategies. And if something is not working, change it! Instantaneous results are one of the many beauties of email marketing of which we must take advantage.
 
For even more in-depth email marketing tips, download our Digital Guide.

Questions or comments? Email me directly at carrie.scheetz@quanex.com.

For more information about Quanex visit www.quanex.com
Posted: October 09, 2015 by Erin Johnson Filed under: