Nearly everyone has the technology to check their email on the go. A large email contact list is still a big asset to marketers. Whether through a tablet, smartphone or laptop, email is still one of the best ways for businesses to get in direct contact with customers. Mobile platforms represent an especially lucrative opportunity for companies with younger target audiences and other tech-savvy demographics. Many marketers have specifically optimized email campaigns to be read on smartphones and other mobile formats.
It is a no-brainer for business leaders to embrace the trend of email on mobile devices, but how can brands make their messages more appealing for people out and about? A recent article from Entrepreneur recommended ways that marketers can get the best results from mobile campaigns. Cultivating a sense of trust with subscribers ranked among the top tips for mobile marketing efforts. The first thing consumers see when they open their inboxes on a smartphone is the name of who sent the message, so social media and customer service are essential for building a quality relationship with email recipients.
Short, clear messages win clicks
Including compelling headers and subject lines are also crucial for capturing the fleeting attention of a mobile reader. Entrepreneur suggested that marketers create concise, exciting subject lines that users will feel obligated to click on. By keeping headers short, marketing strategists can get a much better response from mobile recipients, especially ones that feature bold and humorous language. Smaller screens also mean that messages may not be seen in their entirety unless they are a certain length.
According to Entrepreneur, the most effective email campaigns prominently feature explicit calls-to-action that give readers the chance to sign up for offers on the spot. On mobile platforms, these opt-in boxes should be even more visible and easy to use. Successful mobile emails also include images to split up text and provide a fun diversion from a newsletter.
New apps find target markets via email
What better way to market a new app than through email marketing? Tech Cocktail recently highlighted the importance of using email to inform people about new mobile applications. By using data to trace the behaviors of the application's most active users, marketers were better able to reach like-minded audiences and drive the success of their app. Analyzing trends in user practices is not only applicable to the app market, but a critical tool in any email marketing effort.
The world of online marketing takes into account factors such as contact list segmentation, social media integration, SPAM filters and many more. However, too many marketing strategists overlook the meat and potatoes of an effective campaign: the classic email newsletter. AllBusiness Experts recently explored the ways that well-crafted email newsletters can educate readers, spark their interest in upcoming products and drive sales to new heights.
Marketers enjoy the benefits of instantaneous feedback
Long gone are the days that marketers launched an email campaign and waited around to see if people were buying a product or not. AllBusiness Experts stated that data can help marketers master the art of the promotional email. Today's technology allows for strategists to track the number of people that open messages, click specific links, sign up for calls-to-action and make purchases. This information is then used to create a more effective marketing campaign the next time around.
Modern innovations have also made it easy for anyone to launch a killer marketing initiative with a substantial email distribution list. According to AllBusiness Experts, good newsletters require very little tech savvy, are generally cheap to create and can deliver huge returns on investment. For small business owners looking to expand their market, an email campaign is thus a no-brainer.
Making the best newsletter possible
Most decision-makers know that email marketing is a key component to any successful business, but how can marketers be sure that email newsletters are reaching their full potential? A recent blog from Amsterdam Printing provided marketers with tips that help create memorable, powerful newsletters.
First impressions are key when it comes to perfecting the email newsletter. A short and exciting subject line will encourage users to click, while a diverse range of images will help keep things interesting. Amsterdam Printing also stated that marketers must keep an urgent, personal tone to get their points across.
The science of email marketing has come along way since its conception at the beginning of the digital era, but one thing has remained the same: When it comes to contact lists, having access to more names in an email database increases marketers' chances for a successful campaign. While a lot of time and energy is devoted to crafting perfect subject lines and engaging newsletter content, there is no replacement for having an expansive set of email addresses flood customer inboxes.
Thankfully for marketers, a recent article from Josic provided a number of methods to turn a meager contact list into an abundant supply of receptive readers. For many strategists this means returning to the basics of email marketing. Far too many marketers fail to make their intent clear when they offer the opportunity for individuals to sign up for an email newsletter. Simply asking online readers to "sign up today" will not convince anyone to type in their contact information.
Exclusivity and clarity are essential for growing an email contact list
Email marketers can never be too transparent when it comes to giving consumers the information they need to make a decision. Because the customer has already expressed interest in a brand by exploring a site or social media page, strategists should feel confident in what they have to offer. Josic suggested that every blog post on a company website should offer a call-to-action for interested readers to sign up for newsletters and additional content.
While some individuals will subscribe to an email chain out of genuine curiosity, many skeptical readers will want a better reason to provide a business with their email addresses. Business 2 Community urged businesses to create incentives that will make it difficult for visitors to resist signing up. Examples included free ebooks and reports, but the best incentives offer access to exclusive content that can only be viewed in a user inbox. Who needs to be emailed information that's already online to view at any time? Marketers providing exclusive email content are likely to see their contact lists expand rapidly.
The digital whims of the modern Internet user are impossible to predict. That is why Josic emphasized the importance of including opt-in boxes no matter where a reader clicks on a site. This will give readers the opportunity to subscribe whenever the feeling strikes. Smart marketers will also place the occasional pop-up box in longer articles and give first-time buyers the chance to subscribe after they make their initial purchase. Strategists will also take advantage of social media platforms to drive traffic back to company websites and let users opt-in from there.
The logistics of successfully managing an expanding contact list
Businesses that find their email database overflowing with names and information may have difficulties utilizing their resources effectively, according to Business 2 Community. Marketers need to specify the kind of data they require and find ways to sort new addresses using tools such as customer relationship management (CRM) software. Once this data has been sorted, companies should keep track of which recipients open emails, click back to the website and eventually make a purchase.
Setting realistic goals is a big part of any successful business. That is why Business 2 Community urged email marketers to set list-building targets for their teams to pursue on a given time horizon. When the desired number is reached, companies should examine their data to determine which opt-in methods were more effective than others in driving site traffic and sales. This information will be key when launching the next campaign.
Compelling subject lines are crucial to crafting an effective campaign. As 2014 begins, marketers will continue trying to master the science of messages that recipients can't resist clicking on. Through years of trial and error, experts are beginning to pinpoint which kinds of lines lead to more clicks and sales. BizJournals recently laid down the ground rules for writing subject lines that will catch the eye of every name on a business' email contact list.
Customers respond to concise email subject lines
Nobody wants to spend extra time sifting through their inbox to find updates from their favorite brands. BizJournals urged email marketers to capture customers' attention by sending emails with short subject lines that get the point across in only a few words. While marketers might be tempted to give a detailed rundown of the enclosed newsletter or discount notification, readers are most intrigued by a brief preview and will likely click through out of natural curiosity. In addition, popular email clients such as Gmail and Microsoft Outlook tend to display only a small portion of a subject line, especially on smaller platforms like tablets and smartphones.
So how long does an email marketer have to convey their message within a subject line? BizJournals suggested less than 50 characters as the best range for businesses to spark the interest of their recipients. Keeping subject lines short will not only save customers the hassle of trudging through excess language but will pay off in the long run when marketers find that more people are clicking on emails and following through with online purchases.
The best email subject lines are more exciting than informative
Emails with urgent subject lines are bound to stand out against a sea of bland notifications and unwanted spam. By giving messages the tone of a pressing issue, marketers can make customers think that they might miss out on an offer if they don't open the email immediately. BizJournals emphasized the importance of numbers in creating the pressure of a short timeframe.The eye is drawn to numbers on a screen cluttered with letters, so subject lines that include digits will more likely convince readers that the email is worth opening.
While including specific information in emails is critical to educate customers about upcoming sales, events and discounts, email marketers can't forget that subject lines are meant to prioritize excitement over everything else. BizJournals noted that the best subject lines include a minimal amount of product information while emphasizing newness and exclusivity. Businesses were also urged to test a wide range of possibilities to see what lines draw the most attention from readers. Common methods include A/B tests and running individual pilot campaigns that can target a specific audience or demographic.
Where email marketers go wrong when creating subject lines
Sadly, there are some emails that rarely ever get clicked on. To help email marketers avoid sending out ineffective messages, Business 2 Community compiled a list of the most common mistakes businesses make when creating their newsletter subject lines. Excessive use of caps lock turns out to be one of the main offenders for inbox browsers. An email should be intriguing, not make customers feel like they are being yelled at. Businesses can capitalize the first letter of each word in a sentence to convey importance but should avoid steer clear of using capitals in every email.
Business 2 Community also cited unusual punctuation as something that can annoy email recipients. Including too many question marks or exclamation points is a waste of characters and can make a subject line appear unprofessional. To find success in email marketing, businesses need clever, exciting lines to hook their customer base.