Written by: Courtney Brown, Account Executive
There is no doubt emailing marketing has been among the most successful mediums for communication with customers in recent years. Despite speculation that this tried and true tactic may be on the down side of a peak, trends are showing signs for bright future. That is – if you are using it correctly.
The New Email
This year we saw considerable innovation in email application offerings – apps released, including Apple’s Mailbox, are as efficient and – well, cool as ever. With this renewed energy, it’s a better time than ever for marketers to take advantage of their lists. The landscape however, has drastically changed. Before developing your next email marketing campaign, there are a few things to consider:
- Consumers are becoming increasingly disengaged with the “message to the masses”. They are expecting email content to be tailored to their own interests, behaviors and trends. Try to segment your lists as much as possible – take a look at 3-5 target market segments you may have, and divide them accordingly. It may be 3-5 times the work to build different campaigns, but in the end you’ll see the return through increased engagement.
- People are reading their emails on the go – and so should you. Studies continue to show significant increases in the number of emails read on mobile devices. Chances are you proof your email campaigns before hitting send, but if you aren’t testing them on your smart phone as well you could be missing out. Marketing Sherpa reported that email campaigns tailored to mobile marketing experienced a 53% increase in click-thru rates.
- Know your audience. More importantly, know when they want to hear from you. Increase email campaigns to those with the highest engagement, and decrease to your unengaged audience. Note that Tuesdays and Thursdays are, typically speaking, days with the highest email volume. The hours of Noon – 4 pm have the highest open rates. Test different parts of your list to find out what days and times have the highest open rates for your company, and find out the sweet spot for email frequency among your different segments.
Overall, email continues to endure, despite even the most skeptical critics. The key is to develop relevant, specialized, content marketing strategies delivered to an audience both when and where they want it.