Before you read this post, let’s do a quick experiment: How many unread marketing emails are currently in your email inbox? And, if you’re one of those “inbox zero” people, how many did you automatically delete without reading the subject line?
My point is this: Writing marketing emails that actually get read is hard work.
According to a recent report, an average office worker receives 121 emails a day. As a business, it’s important to remember this statistic when communicating with current or potential customers. We can’t assume that our audience is sitting at their desk all day, waiting anxiously for our next marketing email. We must be strategic in when, how, and why we send emails to people in our database.
3 Ways to Elevate Your Email Marketing Campaign
So, how do you create email marketing campaigns that result in higher open, click-thru, and response rates? Here are a few important keys:
- Research and test when is the best day and time to send your emails. When are people most likely to actually open your emails? Recent studies show that Tuesday and Wednesday have tied for the best email send day in the B2B market. However, the best advice I can give is to test different times and days with your specific audience. Knowing what time and day your audience is most likely to open the email is a simple way to take your email campaigns to the next level.
- Segment your email list. Today’s buyers only want information that is personal, relevant, and timely to them. Think about how Amazon creates a personal experience based on your interests. Segmenting your email list based on what you know about your prospects allows you to share information they are interested in and to focus on one topic at a time.
- Try to read your email while driving down the interstate. Ok, maybe this isn’t a tip you should take literally. But it’s important to keep in mind that you have a limited amount of time to capture the reader’s attention with your email. Make sure your email is optimized for mobile. Design it in a way so that the content is scannable and it’s easy for the reader to read the message, understand why it matters to them, and know what actions they should take.
If you’re sending emails for the sake of sending them… stop. Don’t send another email until you consider these three principles. Being more intentional about the emails you’re sending will help ensure the time, energy, and money you spend writing emails doesn’t immediately go into the trash bin of your audience’s email inbox.