To this day, email remains the most affordable and effective marketing tool, with one-third of all CTRs taking place on mobile devices. Businesses large and small have discovered that personalized email marketing campaigns generate $44 per every dollar spent… for now.
As if that weren’t enough, revenue for B2B marketing automation system increases at an average rate of 60 percent annually. B2C marketers using automated email campaigns have 50 percent conversion rates, with transactional emails generating six times more revenue and eight times more clicks than all other email types combined. Over 75 percent of email revenue is generated by targeted email campaigns, with automated emails rendering a 152 percent higher click-through rate, on average.
Boosting Email Marketing Campaigns
There might me numerous factors to keep in mind when it comes to keeping in touch with clients, but some naturally come first, and others build on them. Before you even start pondering the contents of your messages, make certain to optimize them for mobile devices and make good use of list segmentation.
List segmentation will help you boost the performance of targeted emails. Segmentation can increase ROI by ca. 760 percent, which is, you’ll admit, a force with which to be reckoned.
There are a number of approaches when it comes to list segmentation, each of which has its pros, but there is no single rule to make things happen overnight. Some general recommendation would be to make use of demographics, purchase history and behavioral data, as mentioned above. However, it is always prudent to remember that messages should be personalized. On top of sending a nice image of a business, personalized emails also deliver the offer each respective customer wishes to see. Not everyone is after the same product of service; sending random offers is likely to step up the process of your emails ending up in a spam folder.
The importance of optimization can hardly be exaggerated. In the span of the last four years, mobile phone usage has increased 394 percent and tablet usage — a stunning 1,721 percent. With ca. 53% of all emails globally being accessed on a mobile device and one-third of all clicks happening there, it naturally follows that messages must be easy to read and follow through on mobile devices.
Optimizing Email Marketing Campaigns for Mobile Devices
Optimization is easier said than done. Many think, but with automation being all the rage these days, the actual process is far simpler than meets the eye (a step-by-step tutorial of most important steps following below).
Make use of Mobile-Ready Templates
To skip the explanatory part about the necessity of messages appearing eye-catching on mobile devices, let’s jump to the first step immediately. Mobile-ready templates, as the name portends, do the entire job for you, effortlessly.
When deciding on one, make certain that it is past its testing phase and designed in such a way that delivers spotless design to ALL mobile devices.
Optimize Subject Lines and Pre-Header Text
Albeit email campaigns allow for longer messages, make certain not to overdo it. This is important to remember not only because of optimization, but also because of the psychology of your customers. Subject lines, on the other hand, absolutely must be shortened. Scilicet, desktop clients, on average, display up to 80 characters, whereas mobile phones will show up to 30.
Pre-header text follows subject lines when a message is viewed in inbox and are, hence, of extreme importance. It is exactly this text that decides the fate of your message. Will the customer open it or delete it without even thinking twice? Pre-header should be 40 to 50 characters (not words) in length and relate to the subject line.
Landing Pages Should Be Mobile-Ready
If you follow the previous two steps to the letter, you will see drastic improvements in no time. However, it will all be for naught if you don’t use mobile-ready landing pages. Ultimately, the goal of your email campaigns is to get customers to subscribe, make a purchase or perform some other action. If the page they get to see when they click on the link in the email is not optimized, then the chances are small that any interaction will happen.
Best mobile-optimized campaigns feature a sizeable call-to-action button, which leads the reader straight to your store where they can make a purchase on the go.
Email campaigns are the present and the future of marketing efforts — of that we can already be certain. To ensure continual success, it is necessary to set up your strategy from the very start and build from there. Remember that good campaigns will win you new customers either through recommendations or social media presence. More clients mean more insights, but also more chances to boost your sales in the long run. Mind the tips and — off you go towards that stellar ROI!