It is always best to send marketing emails to those who actually want to hear from you. But no matter how hard you follow this, your emails oftentimes end up unopened or ignored. And then, when someone actually opens your email, they don't actually click through. This is the main roadblock of email marketers today. But don't worry, here are 5 little things you can start doing immediately to improve your marketing email performance.
1) Personalize your From email and From name
When you send email from a real person, your email open rate increases. It's that simple. Recipients tend to pay more attention to emails coming from an actual person's name rather than a generic email "from" name, like angela_coopersmith1980@gmail.com. In fact, many email filters are set up to look for numbers, underscores, and superlative adjectives. A/B tests have proven that personalizing the sender's name and email address increased the open rate an average of 3%.
2) Add links to your images.
The main purpose of email marketing is to get recipients to click through to a web page. One way to increase this without suffocating the copy with links is to put a link to your images in the email. Email readers have a high tendency of clicking through if it is indicated that the image has a link. A great example would be a call-to-action button. It's quite tempting and makes you find out more about that image, provided that your image is interesting enough.
3) Add 'alt' text to your call-to-action buttons.
Many email clients set the default image viewing option to off. That means most of your audience may not see your well designed and optimized CTA. When you set an image's 'alt' text, though, you let recipients who can't view images in their email know exactly where to click to complete the action.
4) Add social sharing buttons
More email views lead to more opens and clickthroughs, so be sure to extend the reach of your email by adding social sharing buttons. Many email tools come with templates that have built-in social sharing buttons that make it easy—just fill in the destination URL and you're good to go.
5) Add a ready-made email forwarding option.
Another way to increase the clicks on your email is to prompt your audience to forward the offer. You can add a little P.S. at the end of your email copy, such as "Not responsible for your company's social media? Feel free to forward this ebook to a friend or colleague using social media marketing." Link the call-to-action to a pre-made email complete with subject and body—all the first email recipient has to do is enter their associates' email addresses and hit 'send'.
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