Reach your followers and never miss their inbox again with these WhaleHub useful email marketing tips.
Unless you've researched the hell out of the topic, it's difficult to understand just how huge email marketing really is. It's not just big, it's an entire industry of epic proportions!
Here are some quick stats to further enlighten you:
- In 2019 , the number of global e-mail users amounted to 3.9 billion and is predicted to grow to 4.48 billion users in 2024. (Statista)
- It is reported around 306 billion emails are sent per day in 2020. The number is expected to reach 347B by 2023. (techjury)
Pretty astonishing numbers, right?
But if you invest time and effort into email marketing, your return on investment has the potential to reach pretty insane levels.
The following tips will ensure your email delivery game remains strong.
So, how can you be on the safe side and reach the inbox of your customers? What will it take to ultimately boost your open & click rate?
Tip 1: Narrow your campaigns via Segmentation
Before composing that email, narrow things down with highly optimized segments.
The last thing you'd ever want to do is to push content down subscribers' throats that doesn't pique their interest -- and never will.
So, don't be around the bush. Don't waste time.
Ask your followers and traffic what it is that they actually want?
Let's say you have a site covering a wide range of subtopics. Upon subscribing to your Mailing list, it would be great to ask users what else they might be hoping to see from you.
The danger of sending mass mailings without thought is seeing subscriber count disappear fast. Or even worse, your traffic may very well mark your email as spam...and that's never a place you want to be.
MailChimp has proven that segmented lists have many advantages , among which:
- 31% higher open rates than non-segmented campaigns
- 100% higher clicks than non-segmented
- 37% lower unsubscribes than non-segmented campaigns
Tip 2: Adding your own twist
Want people to actually care in 2020 while reading your emails? Well, give them all the reason in the world to!
In an email marketing sense, there's nothing more cringeworthy than seeing a new email arrive that appears to be overly canned, phoned in or robotic.
You absolutely need to give them some personal tailoring or they'll quickly be ignored.
Segmenting your campaigns is a nice touch toward that goal. The next step would be to create personas. Because you wouldn't compose emails to millenials like you would to boomers.
Ask yourself who is reading your newsletter? ...Then create content exclusively for them
And know where your main demographics are (where are most of the users from?).
For example: if you begin a mass campaign at 7PM and most of your readers are in a different time zone, this campaign is bound to be a bust. So make use of as much data as possible and learn as much as you can about your subscribers.
Adding a name in your email makes it much more likely that the user will interact with your content. There's a reason why big retail and grocery chains pay their employees to greet customers — it creates a better experience.
Still don't believe personalization goes that extra mile? Let's take a look at some recent data:
The Effects of a Personalized touch. . .
- Research has shown emails that are tailored have 29% higher open rates & 41% higher click-through rates than non-personalized emails.
- Personalized mailings average 17.6% more opens in general (99firms)
Tip 3: If you even think of spamming, HANG IT UP!
Emails that seem shady, spammy, lack professional substance or make exaggerated claims and promises won't do well with Spam filters. Expect to end up straight in the junk folder if your email is laced with trigger words.
Between 2014-2019, Spam messages consisted of 54% of all email traffic.
In 2019, China generated the largest share of unsolicited spam emails with around 20% of global spam volume.
Despite its ubiquity, global spam rates have been on the decline: the global annual spam email rate in 2018 was 55% , _down_from 69% in 2012.
So, how can you ensure your emails reach your target?
Spam filters scan your emails based on a range of different factors and criteria. The most important part of your email is the subject. In most cases, this is the spot that will make or break your campaign.
But even legit Mailings sometimes get flagged as spam ( it happens! )
Here are a few tricks to avoid getting caught in the junk folder:
- Make sure your sender IP has a good reputation with Sender Score.
- Avoid trigger words and special characters in your subject line: here's a great list from Hubspot
- Ensure you have a clear unsubscribe link somewhere visible
- Test your emails before sending them. Email on Acid is great.
- Shoot for a 80/20% split between text and images, respectfully
Tip 4: Mobile-optimized content puts money in the bank!
63% of emails are opened on mobile devices! That means over half of all emails opened each day are checked from a smartphone or tablet.
Therefore, here are a few general rules toward creating emails that work for both desktop and mobile:
- Don't overdo images : if your email doesn't load fast, it's D.O.A.
- Responsive everything : add custom styling to your templates so it looks great on each device. This is something MailChimp refers to as "fluid images," but don't stop at images: everything must look sharp!
- Clear CTAs and links : on desktop it's easier to click on links and call-to-actions than on mobile, so you need to increase the size of both. In fact, you'll be better off using buttons than links for this exact reason.
Tip 5: Track, track, TRACK!
The moment you hit the send button, is the moment your data collection is about to begin. It's important to further optimize your campaigns down the road or A/B test — something we suggest you start doing sooner rather than later.
Below, we cover the common terms and metrics used in email marketing. Mastering these can help you perfect your campaigns.
You'll need to know about:
- Open rates
- Number of Subscribers & Unsubscribes
- Click rates
- Conversion rates
- Bounce rates
With every email you send, it's important to keep a close eye on where your efforts pay off and where maybe you need more work.
Tracking data lets you create campaigns that have more reach. If you've sent a newsletter and the open rate is crazy low, you'll be able to do a proper postmortem.
- Was it the subject line used?
- Did the content speak to your leads? All these questions are ones that can be answered once you** start interpreting the data**.
Great Mailings have a lot to live up to
In light of the tips we've shared with you today, one thing is clear: email marketing is not to be taken lightly.
One or two mistakes and you'll soon be finding your content in a spam folder — or simply ignored.
This is why more and more businesses dedicate time and money into email marketing. You can't just ask someone to send a promotional email and expect great results. That would be disastrous!
You need someone dedicated at the helm with a steady hand.
The good news is, when you invest the proper time, follow our advice and get better at creating killer campaigns... you'll see huge returns on investment somewhere along the way.