Email marketing: it's targeted, easy to create, and it works. We check our email every day, and we're used to receiving messages from our favorite brands & products. However, you don't want to just send emails for the sake of sending emails.
We've compiled a few tidbits of information from Hubspot's Science of Email Marketing 2014 you should know about email marketing before you set up that email campaign.
- We still read emails most often on desktop. But, mobile phone follows closely in second with tablet in third. So, make your emails responsive—then your audience can read your message any way they'd like.
- We mostly just delete or unsubscribe from unwanted emails. Spam is a scary word, so this is good news. However, this shouldn't give you the desire to send 50 emails to your entire email list within the next hour. Follow email etiquette, and respect your readers. Make the unsubscribe button easy for them to find; this only helps you find your most interested audience.
- We prefer to read emails composed of mostly images vs. mostly text. However, be sure you're only including images that truly add value to your message. Too many images can decrease your click-through rate. Use images to create visually appealing calls-to-action or to draw attention to an important part of your email. If it isn't adding value, leave it out. Check out these examples of good vs. bad calls-to-action.
- We don't often purchase products or services we've learned about through an email. It's time to start thinking about what else you can offer your audience besides simply promoting your product or service. For example, say you're in the business of selling life insurance, and you have a list of readers who have opted in to receive your emails. Instead of sending them emails promoting yourself and how awesome you are at protecting your clients with the insurance they need, why not send them resources you've found about life insurance, such as why you should have it, what benefits it provides, what life insurance covers, etc. This helps to show that you're educated in your field, and without having to say it, your audience will know you'd make a good agent to buy from.
- The longer your email is, the less clicks you'll get. This one might be obvious, but it's worth pointing out. We all know that we really hate to dig to find what someone is trying to say to us. That said, make your call-to-action completely obvious for your readers. Get your message across and ask for what you want. Don't fill up your emails with paragraphs upon paragraphs of unnecessary words—it's better to just get to the point.
Hopefully these quick tips will help you get started on the right foot with your next email marketing campaign. Recently, AgencyBloc implemented a Marketing Automation tool within our Agency Management System within which you can set up mass or automated email campaigns, integrate lead forms onto your website and more. Check it out!