Below are five of our evergreen tips for email, along with the assets necessary to put them into action. Give them a look, and put your best foot forward in 2016.
1. Show your subject lines love.
This may seem a straightforward enough suggestion, but it’s one that bears repeating, for the vital part subject lines play in the success of an email. Subject lines are there to entice, to encourage their reader to proceed further, and they deserve your utmost care and attention accordingly.
2. Tailor your content to the individual.
Ours is a noisier world than most, and if marketers have any hope of getting themselves across to the prospects and customers they court, it’s incumbent on them to personalize their offers. They should think long and hard about their customers’ unique needs and expectations, and make every effort to draw on the data they’ve gathered on their buyers’ habits and preferences – extending surveys to those who’ve completed surveys previously, videos to those who share videos widely, and so on and so forth.
Learn to speak your buyers’ language with either one of these handy how-tos: 10 Ways to Nurture the Buyer’s Journey and Turn Your Website into a Lead Generation Machine.
3. Make mobile a priority.
The modern buyer accesses email across a wide array of devices – their mobile phones, their tablets, their desktops – and it’s crucial that you accommodate this multi-channel reality. After all: as of 2014, 53 percent of all opens occur on a mobile phone or tablet, in a 48 percent increase between quarters (Experian).
4. Segment your subscriber lists for greater variety and engagement.
As you set about personalizing your messaging, it’s crucial you make an equal effort to segment your lists – group like prospects with like, and leverage the behavioral data you’ve gathered (demographic and firmographic details) in your outreach, for a more tailored, intimate approach.
For a start, you’ll want to identify parameters for your ideal buyers: their job titles, education levels, departments, that kind of thing. From there, you might try tracing their online footprints, for a clearer picture of where they’ve been and where they’re headed – the pages they’ve visited, the webinars they’ve attended, the emails they’ve responded to.
Get more Best Practices in Segmentation today, and find out how to streamline your parameters further with Frictionless Forms and Better Landing Pages.
5. Be realistic about your goals and objectives.
As with any marketing program you oversee, your emails should keep to a concrete plan – one that accounts for your budget for the quarter, your overarching business objectives, your company’s bottom line. See to it in the new year that this plan more or less aligns with past efforts: consistent in its KPIs, realistic in its goals. It should be a strategy that won’t drastically change from month to month and that you easily can replicate as you forge ahead.
…and, measure what matters.