Tips to Hunt- Email Marketing

With COVID-19 grinding in-person marketing to a stop, marketers are putting even more pressure on the original “king”: email. But with the renewed focus comes the responsibility to make sure you are executing with best practices in mind.

Email marketing should address how you can make [the recipient’s] life better today, even if it is in a small way, Email marketing is all about sharing the information [the recipient] needs in the way they prefer it, which includes tone, length and time of day. 

Use a mobile-responsive template

2020 has taught us that both small and large businesses need to communicate with their customers in different ways and more often than they have in the past, The most efficient way to optimize content for mobile content is using a mobile-responsive template.

Do not be ‘overly sales-y’

If your efforts seem overly sales-y, do not expect much engagement with your campaigns, Taking a genuine and empathetic tone with your email marketing has always been something businesses should strive for, but it is especially true today.

More than a numbers game

Keep in mind that there are people at the other end of the message. Shift from thinking about campaigns as a numbers game and focus more on establishing and nurturing real connections with customers.

Clear call to action

Calls to action- Regardless of the response platform, the call to action should be clear. Getting some availability from the customer should be its main focus and the links down the footer should speak about it.

Readers should know exactly what you want them to do after looking at your email. And it should be incredibly easy for them to take that action.

Remember screen real estate

All messaging and calls to action need to be brief due to limited screen real estate. Subject lines also have to be clear and concise to fit on a mobile screen so it does not get cut off. 

Email content and design is even more important when designing for mobile.

Short subject lines

Email subject lines should be no more than 4-7 words long. It should include specificity, brevity, familiar language and personalized messaging.

While brands have different levels of success in accomplishing this, onset of COVID allows marketers to completely utilize tracking tools for email marketing campaigns. 

Take a transparent tone

One of the biggest changes we have seen since the pandemic is the need for transparency and authenticity. Do not under any circumstances mislead the user, because they are smart. They know when you are being disingenuous and will not respond positively, maybe even unsubscribing from your list.

Make sure your email content matches what is called out in the subject line. Content should never be confusing, even with children demographics. 

Make sure you measure

I recommends always incorporating the basic benchmarks into the measurement of any email marketing campaign:

• Delivery rate
• Open rate
• Click through rate
• Conversion rate

For more detailed reports, I also recommend:

• Engagement over time
• Number of unsubscribe requests
• Bounce rate
• Email sharing rate

The best method to measure email marketing and subject line success are industry benchmarks and comparing results against your own benchmarks. Additionally incorporating social media, videos and other dynamic content into email marketing campaigns are effective ways to meet customers where they live and deliver thumb-stopping content in a format they increasingly engage with.

Happy Hunting and good luck with your email campaigns!