7 Most Effective Email Elements

7 Most Effective Email Elements

Some of the most effective and memorable emails are those that begin with, “This is a message from…” followed by an individual’s name. The realization that it was a personal email can significantly boost engagement, as people feel more connected to the sender.

But how do you gauge this kind of impact? How do you measure the effectiveness of an email marketing campaign?

To find out, Sender Score, an email evaluation service, surveyed more than 2,200 U.S. adults and asked them to rate the extent to which they found various elements of a company’s emails—such as personalization, frequency, and timeliness—to be effective in persuading them to engage. 

Respondents to the survey were able to select multiple options as their answers.

Below are the seven elements that respondents found to be most effective in increasing engagement. 

  1. The use of personal, branded salutations: 51 percent found this to be highly effective.
  2. Use of the recipient’s first name: 47 percent
  3. Personalized images and graphics: 44 percent
  4. Using a call-to-action button for direct responses (such as “shop now” or “download now”): 43 percent
  5. The use of a recognizable, branded sender name: 42 percent
  6. Offering useful content and product information: 38 percent
  7. Frequency (the number of emails sent per month): 37 percent

 

On the other end of the spectrum, responders also identified email elements that they found least or not at all effective. Here are the three most identified:

13 percent found the use of an attachment to be least effective. (Respondents were reminded that many email providers block attachments, so if a company sends one, there’s a good chance it won’t be seen.)

11 percent found the use of high-pressure tactics such as “unsubscribe now” to be least effective. (These tactics are widely considered to be unethical under CAN-SPAM laws.)

15 percent found ads and offers for other products or services to not be at all effective.

 

The takeaway? It’s important that your emails have a personal touch, include useful content, and are received in a timely manner. 

 

10 Tips for Effective Email Marketing

10 Tips for Effective Email Marketing

In the first post of this series on email marketing, I shared that your email’s content has a direct impact on conversions. Even with a great offer and compelling subject line, you won’t get very far if your copy isn’t well written. Here’s 10 tips to consider when creating a marketing email.

  1. They are personalized. Personalization can increase click through rates by up to 96%. When you send your emails from a company-branded domain name or use the recipient’s name within the copy, you’re going to see better results.
  2. They are mobile friendly. Since 85% of us check emails on a smartphone or tablet, it’s important that our email is formatted for easy reading on these devices. This includes short paragraphs, read more links, and sub-headers for skimming through.
  3. They include an enticing offer. Subscribers want to know WIIFM: what’s in it for me. So make it about them! Create a juicy offer they can’t refuse. And bonus: reward repeat customers by offering referral rewards or other bonuses.
  4. They have unique and interesting subject lines. One of the most critical components of a successful email campaign is the subject line. The inbox is a busy place and you want your email to stand out from the noise. A well-crafted subject line can help get your email opened.
  5. They include promotional codes or exclusive offers. If you’re offering an incentive, provide information on how to redeem it (offer codes, discount links). 
  6. They are timely. Watch your analytics to see what days and times you get higher open rates and schedule your future emails accordingly. Try A/B testing if you don’t already know your best days/times to send.
  7. They have an inviting design. I’ve touched on this in previous blog posts (like here and here) and we all know that the more visually appealing your email is, the more clicks you will get – especially when it comes to click throughs for mobile users. 
  8. They include images and videos. Including images and videos are proven ways to get more clicks because they appeal to the sense of sight, not just words. Research shows that including a video in an email campaign can increase CTRs by up to 60%!
  9. They have a compelling call-to-action. A call-to-action is what you want your reader to do when they’ve finished reading the content within your email – whether it’s to visit a website, download an app or make a purchase. If you can communicate that to them right away, you’ll get better results. 
  10. They are targeted to the right audience. Segmenting your audience and creating content just for them can increase your conversion rate by 760%. Segmentation is basically grouping your list based on specific criteria. You can segment your email list based on demographics, location, level of email engagement, previous purchases, and more.  

Takeaway: When designing your marketing emails, follow best practices for design and copy you’ve learned in this article. Be consistent with your style and ensure every email sent by your company looks professional.

 

What are your email marketing objectives?

What are your email marketing objectives?

There is no single answer to this question that works for every business. Objectives should be crafted according to the nature of your products and services, the ideal customer profile that you are targeting, and your business goals. Consider these examples of email marketing objectives and how to achieve them:

Increase traffic – Build brand awareness via email promotion of your website. Conduct surveys and research on what is most of interest to your customers and craft email content around this, with links to your landing page.

Increase conversion rates – Make a direct offer in the subject line and use follow up emails to provide additional information or convince customers that you are offering a product or service that is right for them.

Generate repeat business – Offer existing clients incentives to buy more of your products in order to increase the volume of sales and revenue.

Increase average order value – Offer existing clients incentives to place larger orders, or offer new customers an incentive to purchase higher-priced/bigger packages of items instead of lower-priced/entry level ones. (Think Kindle Fire vs. Amazon.com)

Improve customer service – Survey your customers about their ordering experience and offer feedback or special offers to improve your services.

Increase customer loyalty – Invest in surveys, contests, and social media interactions to understand what customers like about you and how you can improve your business.

Increase brand awareness – Use email marketing to promote your products and services via fun games, contests, and entertaining stories (i.e. Warby Parker’s blog posts).

Offer exclusive offers and discounts – Use email marketing to offer customers special exclusive offers and promotions. You can also promote the sale of products that are about to expire, or send messages directly after your holiday promotions to entice those last minute buyers (i.e. Amazon and Apple).

Promote your company culture – Share news and events with employees, clients, and customers. They will see that your company is an exciting place to work, and they are likely to want to be a part of this.

Email marketing can be a powerful tool. You may have several business objectives for launching an email marketing campaign. To be effective with email marketing, it’s important to think about why you are sending each specific email  and what is the objective you are trying to achieve. The type of email you are sending will depend on what your objective is for that occasion or audience.

If you’re struggling with reaching prospects and clients through email, feel free to reach out and we can work together to establish your email marketing objectives. Schedule a free 30-minute discovery call today: melaniediehl.as.me

July 2018 Content Planner

July 2018 Content Planner

As we enter into the second half of the year, July is a perfect time to reflect and reinforce existing relationships, as well as think about how we can grow in the days to come. What’s your plan to prevent existing customer relationships from melting away in the summer sun? What about a strategy to bring the heat against your competition and gain more customers?

Whether your focus is to engage your existing audience, grow your list, or both, the July 2018 Marketing and Holiday Infographic below should help you keep your cool this July.

July-Infographic-2018

 

 

 

 

 

 

source: Constant Contact 

[Infographic] July 2017 Marketing and Holiday Planning

[Infographic] July 2017 Marketing and Holiday Planning

July-2017-holiday-and-marketing-planning-ft-image

Is your marketing heating up for the summer?

If the next few months are your business’s busy season, you’re probably already gearing up for a flood of new customers coming through your doors.

How can you get your new customers to stay loyal all year long?
Repeat customers are reported to spend 300 percent more than new customers.

Make it easier to retain new customers by encouraging them to join your email list and following up with a thoughtful and timely marketing email.

Tip: Use this script if you’re not sure how to ask for email addresses at your business.
Constant Contact’s email templates make it easy to create an eye-catching email in a matter of minutes.

Our Fourth of July template might be just what you need to drive sales this Independence Day:

Fourth-of-July-email-template

Customize the template with your own logo, text, and links to wish your subscribers a happy holiday and bring them back to your business.

Looking for more content ideas?
There are plenty more ideas to choose from in the infographic below. Take a look or download and print the infographic to stay on track all month long.

July-2017-Infographic

syndicated from the Constant Contact blog

4 Tools You Need to Create an Email and Social Media Marketing Calendar

4 Tools You Need to Create an Email and Social Media Marketing Calendar

It’s a common problem with email marketing and social media marketing: You know you need to send regular emails and post to your business’ social networks, but it’s hard to make time for it and you’re always struggling with what to say to your customers.

Before you know it, you haven’t sent an email since before the holiday rush, your last Facebook post was a month ago, and your customers think you’ve abandoned them.

Don’t lose hope! You can make marketing a regular part of your business day with these four tools that will keep you on track and help you come up with topics to talk about.

1. Email marketing plan template and calendar

Having an email marketing plan in place will help you align your marketing efforts. And it’s easier than you think.

In just 15 minutes, you can use our email marketing plan template to outline the dates and events that are important for your business throughout the year.

Then, use our 2017 Email Marketing Calendar to plan the dates that you’ll send emails during the rest of the year.

email-marketing-calendar-example-1

Tip: Plan social media posts to support your email campaigns and extend your reach. Our Social Share tool makes it easy to promote your email on social media — right in your Constant Contact account. Watch our Using Social Share video to see how it’s done.

2. Facebook Reminders

Facebook is rolling out a new Reminders feature that alerts Page admins to post before major holidays and at specific days and times that they select.

If you’re not sure what the best time and day are to reach your audience, use Facebook Insights to determine when your fans are most active and engaging with your page, and what content they’re interested in.

This data will help you come up with a regular posting schedule that you can set in the Facebook Reminders calendar.

facebook reminders

Image courtesy of AdWeek

3. Twitter Events

If you’re looking for ideas for what to share on Twitter, check out the Events feature in Twitter’s Analytics platform.

Start by going to analytics.twitter.com, click on the Brand Hub tab, and then click Events. The Events feature allows you to browse by looking at an overview of upcoming events with information on how many tweets have been shared, and which countries are tweeting the most about them.

Twitter events

Take a deeper dive by clicking into the categories here: Events, Sports, Movies, and Recurring trends.

You’ll find a list of popular events, with information like category, location, date, or audience size. Click into the event name for more details.

Twitter events 2

For example, the Valentine’s Day event details share statistics on how many tweets were shared for the holiday in 2016, demographic information, and a list of top tweets and live tweets.

Check out events to see if your business has a connection and join the conversation on Twitter. If you’re part of a larger conversation, your tweets have the chance to be seen and shared by more people.

twitter analytics example

4. Monthly infographics

If there are gaps in your marketing plan, keep an eye out on the Constant Contact blog for our monthly marketing and holiday planning infographic.

Every month, Constant Contact shares a list of important holidays, themes, content ideas, and marketing statistics.

Syndicated from the Constant Contact blog