Quick & Simple Tips To Improve Your Email Marketing Right Now

7-quick-and-easy-tips-for-email-marketing

It’s super easy to find a ton of tips, tricks and advice for improving your email program, however, some of them take a lot of time to do. Perhaps you don’t have a ton of resources or time to completely revamp your email marketing strategy—so we’ve come up with seven little (yet impactful) changes that you can implement right now.

7 Little Email Marketing Changes You Can Make Right Now

1. Optimize for Mobile

In some cases, this may take a little longer than ‘right now’ simply because mobile plays such a key role in email marketing campaigns as well as an overall marketing strategy. The importance of optimizing for mobile can be summarized in a few facts.  According to a recent study by Litmus, about 53 percent of all emails are opened on mobile devices and over 69 percent of those mobile users end up deleting the email because they weren’t optimized for their device. What’s more—89 percent of email marketers actively lose opportunities, because they’re not optimizing their emails. Don’t be the 89 percent!

  • Some devices turn off the option to even display images on mobile. So, if your email includes images, keep it to a minimum of one to three. Additionally, be sure to use alt text (or image descriptions). If it happens that the image isn’t displayed, at least the recipient will know that the white space they’re looking at is in place for an image. Campaign Monitor’s guide to image blocking.
  • Reduce image file sizes to increase load time on mobile devices. Google mentioned, that for every one second delayed on mobile, there’s more than a 6 percent drop in conversions. A quick way to do this is to use a tool, such as JPEGmini or Optimizilla, to optimize your images.
  • Style your email in such a way that it optimizes the size of your image to fit mobile perfectly without distorting it. Simply copy and paste the following code into your email’s internal style sheet and plug in the maximum width of your image.
    *[class].image_banner {width: 100% !important;max-width: 600px !important; height: auto !important;}
  • Then, add the file name of your image along with the class name. What you need to add is highlighted in red.
    <img class=”image_banner” src=”your image file name“/>
  • Use a minimum font size of 14pt for the email body text, and 22pt for the headlines. You don’t want the text to be so small that the mobile user can’t see it.

2. Personalize Every Email

  • Include the recipient’s first name in the email. Does it have to lead with, “Dear Danielle”? Not necessarily. Take a look at the example below and how they use the recipient’s name to personalize their email.

email-personalization-example

3. Brand Everything

  • Branding your email doesn’t mean that you need to place your company logo all over the place. Stay consistent your brand’s personality and voice so that your email content tone represents your overall value.
  • Don’t change template designs to much—preferably one column (back to the mobile optimization thing). Most (if not all) email marketing platforms will allow you to duplicate previous emails or create templates to consistently fit your messaging.
  • Brand your email above the fold, since this is the first part of the email that will be displayed. Keep your logo smaller in this section, so that you don’t push the main part of your message below the fold. Follow image requirements, like on MailChimp for example, on whatever email service you may be using.

email-header-logo-example

4. Include Social Sharing Buttons

  • In a study by MarketingCharts, they’ve revealed data that shows email CTR boosted 115% by adding social sharing buttons to email. Here, you can have some fun and experiment with where those social buttons will work the best. Putting them at the bottom of the email may not be the best choice for your customers. Try placing a few social sharing icons above the fold, or directly after the content you’ve included. Don’t know how to code share links? Check out the share link generator.

email-social-icons-example

5. Include a Link to the Full Web Version

  • Most email services automatically include this option, however if you don’t see a link to view a web version within the preheader of your test email—be sure to add it! Some may prefer to click on that rather than download or turn on the images in the email.

6. Automate Post-Purchase Messages

  • Considering you have a post-purchase automated email strategy in place, triggered emails will help to build your business via email after the sale as well as before the next one. Note that many triggered emails require pulling some data from your CRM system, analytics platform or other customer data-driven marketing services. Some reasons you should automate post purchase messages include the opportunity to acquire reviews or ratings, recommendations, repurchases, upgrades, cross-sales, loyal customers (loyalty program). Exact Target provides some great examples of post-purchase emails. Also, don’t be afraid to offer an email sign-up in your confirmation emails for other content like marketing.

7. Incentivize Your Email

  • The person reading your email has already signed up because you provided them with something of value to them, and that’s great. However, taking it one step further to show your customers some love (and to keep them coming back for more) is to send a coupon, a special offer, discounts and notifications of upcoming promotions or sales.

email-sale-example

At the end of the day, there are so many ways to tweak your email campaigns to increase revenue and provide your customers with a great email experience. We get it—as we roll further into the new year, the busier we all will be.  If crafting a detailed email strategy isn’t something you have the time to dedicate to at the moment, these seven little changes will easily and quickly improve your email marketing in no time at all.

Contact us if you’d like to craft an email marketing strategy that will generate revenue, improve customer experience and guide you one step closer towards email marketing success.

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Mike Sindelar

About Mike Sindelar

Michael Sindelar is a Senior Email Strategist for Fathom’s Consumer Brands division. He has been building websites, understanding analytics, and crushing Email since 2008.

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