Email is a key piece of the inbound marketing pie for most agencies. The strategic delivery of content, links and offers to current or potential customers is what drives the success of this proven platform.
According to a recent report by Custora, organic search may still lead as the largest channel for online e-commerce customer satisfaction, but email has quickly gained ground in the same segment in the last four years. Marketing Profs reported that organic search made up 15.8 percent of all acquired e-commerce customers. Cost-per-click strategies gained the second highest number of e-commerce sales at 9.8 percent, but email referral traffic e-commerce sales were not that far behind at 6.8 percent. In addition, the percentage of email-driven e-commerce sales has quadrupled in the past four years and shows no sign of slowing down.
Now, marketers who are trying to attract the attention of top companies in the field may need to prove to employment agencies in Baltimore that they know how to use this tool effectively. So keep these tips in mind before venturing into the world of email marketing:
1) Keep the subject line concise. You never know what device the receiver of an email is going to be using to view his or her inbox. As a result, it is highly important that the email subject line is short and concise. Marketing Profs recommends that an email subject line should remain under 50 characters and contain timely and pertinent information. Avoid a sales approach or the use of over-exuberant language because that can be perceived as less genuine.
2) Be specific. According to Unbounce, there are typically only two types of emails businesses send to their customers – notifications and direct updates or newsletters. Regardless of which option a marketer is intending to use, he or she must remember to make the communication specific and let customers know exactly what to expect when they open the correspondence. The best way to get customers to open an email and actually take the time to read the content and engage is to get to the point and advertise the communication for what it is – either a sales pitch or a newsletter.
3) Use effective subject line terms. A new study has found that certain terms included in an email subject line increase the chance that a customer will open the correspondence. The research was conducted by the British marketing firm Adestra, and the agency found that words or phrases like "alert" in the subject line have a 38.1 percent higher than average open rate and 61.8 percent higher click rate.
4) Localize the subject line. The advancement in cookies and location-based services has provided marketers with the ability to determine where their customers are living, working and traveling. According to UnBounce, basic personalization is increasingly common these days, but that doesn't mean it is failed tactic. Using the name of an email recipient or including the name of the local area that person lives in for a service or product is a great way to reach a potential customer.
5) Avoid terms with negative open rates. Marketing Profs reported that not all terms are created equal when trying to catch an email recipient's eye. As a result, some terms are better at grabbing the attention of a person and making that individual open an email. The Adestra survey found that the term monthly had a negative effect at getting people to open an email from a brand by 26.6 percent and negative click rate by 37 percent. The word learn also is a poor word to use because it was found to have a negative 35.5 percent open rate and negative 60.8 percent click rate.
6) Find the best send time. Thanks to the proliferation of mobile phones, people are connected to their email accounts 24/7. More and more people are accessing their email on the go, which means that finding the best time to send an email is becoming increasingly important. Consider switching from a 9-to-5 send time and instead deliver emails in the early morning or evenings. Use the open rates metric to determine if the percentage of emails being opened or clicked on increases depending on what time of day the message is sent out.
7) Remove spam language. There are a number of terms that typically are included in spam emails. Phrases like free, act now or dollar symbols instantly conjure up the image of spam in most consumers' eyes. If your subject line is not immediately filtered out with a spam program used by the email provider, it could get trashed by the recipient almost immediately because it raised red flags, reported Marketing Profs.