Numerous online interaction platforms such as websites and social networks preoccupy marketers and make them forget one simple fact – email marketing still rules the global communication. Without a comprehensive email strategy, you can hardly expect the business to thrive and maintain the highest level of functionality in the long run.
But in order to do so, you need to go beyond well-known email marketing features and understand little-known details about this concept, too. As the oldest channel of online communication, email has grown tremendously and turned into a complex phenomenon.
In this post, we will focus on rather unfamiliar features and show you seven things you didn’t know about email marketing. Let’s check them out!
1. Half of the World Uses Email
Are you aware of the fact that there are almost four billion active email users? This basically means that half of the world’s population is using emails for personal and professional communication.
Let’s put things into perspective to show just how incredible that number really is. For example, Facebook is by far the largest social platform globally, but it has “only” two billion users.
The main point is that email campaigns give you the chance to reach pretty much every consumer out there. No other communication network can approach email in terms of sheer volume, so you should definitely prioritize this marketing tool and put it atop of your strategy.
Of course, four billion is only a starting point that gives you a substantial advantage in terms of lead generation. You first need to obtain targeted addresses, but it’s much easier to collect hundreds or even thousands of verified leads if almost every consumer out there relies on email for communication purposes.
2. Timing is Critical in Email Marketing
Inexperienced marketers may consider it to be irrelevant, but the issue of timing is extremely important in email marketing. After all, sending your message on Saturday evening is totally different than sending it on Monday morning.
According to the report, the average business will achieve higher open and click-through rates when sending emails on Tuesday around 10 AM. Keep in mind, however, that we are talking about typical businesses and audience groups only.
If you want to make the most of your email newsletters, you ought to explore the habits of the target audience and figure out the timing that works well for your subscribers.
3. Welcome Emails are a Must
Speaking of timing, there is one thing you must not forget about email marketing, and that is to send a welcome message to the new subscriber. A typical welcome email has an open rate of over 90% and a read rate of 42% higher than the average email.
In other words, welcome emails are your best chance to get acquainted with the new subscriber and keep him/her informed about your emailing preferences and the business in general. You should seize the opportunity to get in touch with your leads as soon as they subscribe because it will be easier for them to remember the brand and become loyal content consumers.
4. Copywriting Makes or Breaks Email Campaigns
Copywriting is probably the single most important element of email marketing. From subject lines to the body of your emails, every detail needs to be perfect if you want to keep the audience engaged and inspire it to take action.
It all starts with a headline since almost 50% of users decide to open emails based on subject lines only. But that’s just the first step as your copy also needs to be clear, concise, and actionable. Jake Gardner, a digital marketer at the dissertation help agency, explains how to write a great email in a few simple steps:
- Come up with a straightforward and brief subject line
- Divide the copy into smaller paragraphs to improve readability
- Avoid clichés, passive voice, and industry jargon or buzzwords
- Explain the purpose of your email and add the corresponding call to action (CTA)
5. Professionalism is Mandatory
You don’t need to conduct a whole study to conclude that professionalism is mandatory in email marketing. It’s impossible to leave a good impression on subscribers if your content is sloppy and poorly executed. Apart from writing a meaningful piece of text, you also need to take care of additional details.
First of all, it is necessary to proofread messages before sending them to eliminate spelling and grammar mistakes. Use tools like Grammarly or Hemingway to automate the process and pinpoint mistakes.
Secondly, you should not add attachments to the message because it looks suspicious and spammy, and no one will bother opening it. And thirdly, avoid heavy visual elements because it may ruin the user experience and reduce read rates.
6. An Email Needs One CTA Only
A lot of marketers make a mistake of adding too many CTA buttons to their newsletters. While it may look like a reasonable solution, it is actually a poor copywriting practice. How come?
Well, you don’t want to give subscribers more than one choice because they will often get confused and abandon the message without making any moves whatsoever. In such circumstances, it is much more productive to concentrate on one goal exclusively and create only one CTA button per email.
7. Data Analytics Makes the Difference
Are you satisfied with your email marketing performance? How can you tell? If you fail to measure key performance indicators, you can hardly ever improve email marketing campaigns. Data analytics makes the difference between successful businesses and their less prominent competitors.
Your job is to keep track of every message and learn how it performs. Test different methods, experiment with different types of content, and measure subscribers’ reactions to distinguish between high- and low-performing features.
Almost every email platform comes with excellent data analytics functions. So, choose the platform that works best for your business.
The Bottom Line
Email is not only the oldest but also the most popular marketing channel with global reach. Your business can hardly progress without an all-encompassing email marketing strategy, which is why we decided to show you little-known facts about this communication tool. We hope this post helped you understand the true value of email campaigns and gave you additional encouragement to improve your email marketing plan.
Leon Collier is an essay writer, and he works for several college paper writing services and writes on diverse topics: pop culture, travel, marketing, and IT. He enjoys reading and playing tabletop games on Saturday with his friends. Follow him on twitter @LeonCollier12.
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