Email marketing is a highly effective digital marketing strategy which involves sending emails to prospective clients and existing customers. This form of marketing needs to be executed well for it to benefit your business. If done poorly, emails from your company can come across annoying and unprofessional.
A business’ email marketing strategy needs to be relevant and interesting for customers to open the email. Open rates are great indicators of the quality and reach of your emails. Click rates can also help by telling you how many people have opened your emails and followed through on the links.
The timing of when you send out emails is one of the keys to engagement. Emails sent out around 10:00 am or 2:00 pm on Tuesdays to Thursdays have the best open rate as a high volume of people are on their computers or devices during those times. The frequency of emails sent is also important to open and click rates. The open rate is highest when a company sends two emails per month, and too many will oversaturate the market and annoy clients.
Someone’s decision to open a marketing email can be defined by the title or subject. Make sure the subject is short and sweet, telling audiences exactly what they can expect if they open it. Emails that have new information about the business or promotions are more likely to be opened than a general update from the company. When you have something valuable or new to say, people will have better engagement.
With approximately 53% of emails being opened on mobile devices, using mobile-friendly layouts and graphics will help with continued engagement. If the content doesn’t appear properly on a mobile device, chances are the subscriber will be less likely to open another email. Make sure images do not look stretched or take too long to load and use appropriate ratios on all platforms.