Email Marketing Clicks Are Really That Easy

January 8, 2016

The positive impact that these basic tips will have on your email marketing rates might surprise you. Although email open rates are not the newest trend when it comes to marketing, this metric can easily be tailored to benefit your business. Between 2014 and 2015, 100 billion emails were sent to customers from small businesses. Following these fundamental tips can generate an open email which can then generate a conversation between you and the consumer.

Segmentation and personalization

Personalization is essential for increasing open rates among consumers. Segmenting your customer list and narrowing it down to personalized lists is absolutely beneficial. Campaigns sent to 35 subscribers generated open rates of 55 percent, where the average open rate is 22 percent. Campaigns sent to 7,500 subscribers produced an open rate of 14 percent. Markers who email to a smaller customer base will generate higher interest and engagement with the customer because the content is more relevant to the consumer.

Testing out segmentation with your consumers is a great way to start personalizing the customer list. Test a personalized email and measure the results. This can only assist you in realizing what your clientele is interested in and what they’ll open.

The importance of @

A customer’s domain name is much more relevant than most think. Emails sent to specific domain names such as Verizon, Comcast, Cox and SBC Global generate the highest open rates. Emails to Gmail, AOL, Hotmail and Yahoo experience the lowest.

There isn’t a defining reason as to why some domain names are more susceptible to opening emails than others. But, it could be because the latter of the domain names are among the oldest; therefore they are less likely to engage with a business compared to those who use a newer email domain name.

Specifics of industries

Every industry faces both negatives and positives based on its industry type when it comes to marketing; open rates are no exception. Nonprofit organizations generate the highest open rates with a 29 percent average. Business-to-consumers companies and business-to-business companies produce 23 percent and 20 percent, respectively.

Generally, nonprofits really focus on segmenting based on consumer behavior, not just a personalized list. Tailoring down your customer list based on past responses has proved to be beneficial. For example, organizations may separate their client list from those who have donated from those who have not. This segmentation based on consumer personality is something that all industries, not just nonprofits, can benefit from.

The power of mobility

Mobile use is obviously important for any sort of marketing strategy. More than half, 51 percent, of emails are opened with a smartphone or tablet.  Because of this, it’s vital that companies make their emails mobile receptive.

Keeping emails short and sweet with mobile-friendly images and content can also create positive feedback. Subject lines with 5-7 word subjects are also more likely to be opened than longer, more elaborate subject names.

From shortening subject lines to paying attention to domain names, making strides to a higher open rate through email marketing can be done by following any of these tips. Whether it be personalizing your consumer list or focusing on mobile-friendly emails, it’s important to remember that one step at a time will benefit your business. Tackling just one of these tips can help your business and marketing immensely. Don’t bite off more than you can chew by trying to tackle more than one at a time.

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