4 Best Practices for Email Marketing Optimization

Solomon Thimothy - October 2, 2012


As more marketers are becoming to realize, there is still a great amount of ROI that can be gained through email marketing. Anyone who says email marketing is dead or doesn’t work anymore,doesn’t know what they are talking about. According to the Direct Marketing Association 77% of online consumers prefer to receive permission based marketing messages via email, and on the flip side 67% of marketers said email had the best ROI of any marketing channel, even more so than online. There are still customers to be reached and sales to be closed through successful email marketing. Now that we have some evidence of email marketing’s usefulness and importance let’s discuss some best practices for making sure we fully optimize on email marketing. Let’s begin.

1. Create Compelling Subject Line-Creating a compelling subject line is very important. Often time users decide from the subject line whether or not they will open the email, or predict whether the email is worth reading. Some good words to use in your subject line are; apply, opportunity, demo and  connect just to name a few. Some words to stay away from are; confirm, join., invite, and social. It is important to keep the subject line short (20-30 characters). Saying something controversial, or posing a question in the subject line are also good practices.

2. Optimize Emails for Mobile Devices-This practice is more critical now more than ever because so many users check emails on their mobile devices. For email optimization on mobile devices it is important to keep the subject line short (25 characters or less),limit navigation choices (no more than 3), use bold colors for links so they are easily clickable and noticed, increased font size and larger buttons/links to account for smaller screen..

3. Segment Your Subscribers-Segmentation involves the concept of learning customer preferences, demographics,desires, etc. Some key segments to look at include;  geography, age, gender, past purchases, buying frequency, preferred shopping channel, etc..  Segmenting your subscribers has many benefits including; higher revenue, more opens, more click-thrus,  less cancellations. Content is very important to consider when segmenting your email subscribers you make sure that your content is relevant to that audience.

4. Integrate with other Marketing Channels- Integration is key to the success of email campaigns today. There are several ways to integrate email into other marketing areas. One of the primary ways to integrate email is through social media. It is a good practice to ask your email subscribers to share content and connect with your brand via social media. It is also good practice to send dedicated emails to your subscribers asking them to “like” your brand on social media sites. When you do this, be sure to include the value in it; for instance if you like us on Facebook, you will receive special notifications about promotions, contests, etc., make sure there is some type of incentive for them to like or follow your brands on social media. Remember that email and social media is a two-way street so you can also use emails to highlight important or powerful social media posts. Another way to email can integrate is driving offline sales. Segmentation comes in handy here because you can segment lists to target specific subscribers when marketing a sale or event that would be relevant to them.  For instance you could advertise a sale or promotion by geography and only send those emails to subscribers who lived within a certain geographical location. You could also send coupons or discounts to be redeemed in store at a location near that demographic.

It is clear that email marketing is still alive and well. Because there are more marketing channels available to marketers it is critical that we use as many as possible to optimize email marketing campaigns. While there are other best practices, these four are a good place to start. Focus on these and you will see positive results because of your email marketing efforts.

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