In light of contemporary disciplines like social media marketing and search engine optimisation, email marketing is often seen as a somewhat outdated marketing method. However, what many businesses don’t realise is that it’s not the medium that’s outdated, but their approach towards it – too many companies are still using the same stale email tactics that have been circulating for years. If you’re stuck in a rut and want to modernise your email approach, follow these three simple steps:
1. Optimise for mobile
According to a study by Knotice, more than a quarter of all emails are now opened on a mobile device. If your email isn’t optimised to be viewed on tablets and smartphones, you could be missing out on more than 25% of your prospective audience. Make sure your emails look just as good on mobiles as they do on desktops to ensure maximum read rates and engagement.
These days, sending out a mass message with the same content for every consumer just isn’t going to cut it – modern emails have to be personalised in order to remain competitive. In fact, the Adestra July 2012 report revealed that emails with personalised subject lines are 22.2% more likely to be opened, showing that simply including your recipients’ names increases your chances of your emails being read.
3. Keep it short and sweet
Contemporary consumers may always be switched on, thanks to their portable mobile devices, but they’re also busier than ever, and don’t have time to read a lengthy, time consuming message. The same Adestra survey showed that subject lines with 30 or fewer characters performed above average in open rate, click rates and click to opens. Tailor your text to this straightforward approach and you’ll start to see results.