How To Make Your Emails “Faster”

download-105512_1280Email marketing is only effective when the person receiving the message can download it to their mail reading program quickly. In an age where mobile is becoming the trending device to check emails on, the race is on to make emails faster.

There are numerous ways to increase the speed of your email messages; many of them don’t require any code and also allow messages to be read more easily on mobile devices. In an age when more emails are being read first on a mobile device compared to a desktop, this is very important.

So what are these techniques for faster emails?

1. Minimise HTML

When you are creating an email marketing message you are likely using HTML to create a stunning look. While this may create an attractive email, there are also problems with it. Every line of HTML is another line of code and chunk of memory that the receiver has to download to read your message. The more complex your code or the longer the HTML gets, the greater the memory the message will consume.

Minimising your HTML code is not difficult and there are plenty of programs out there that can help you minimise it. Alternatively, use an email marketing software system to reduce your HTML as they always have the best templates on their systems.

2. Images

Images are a major factor when it comes down to download speed. There are several aspects with images on emails that can be addressed to decrease the speed it takes to download your message.

a) Number Of Images

The more images you have on an email message the greater the memory usage. If the images are close to the top of the email copy, then these will be downloaded before the message and your audience may get bored and click off.

Also a high number of images can indicate spam and this can mean your email message is blocked from the server in the first place.

b) Size Of Images

The size of your image is of vital importance. Larger images take up loads of memory and hence longer to download and some mail clients can’t read email messages if the image is too big. The best practice is to have an image that is no bigger than 600 pixels wide, however, sometimes it is best to minimise that to just 300.

Check with your mail client whether they can do it in the program, otherwise you might have to reduce it using Paint.net or Microsoft paint.

c) Quality Of Images

Shutterstock and other stock image sites like to provide pictures and artwork of high resolution which generally take up a lot of memory. The problem is that most of your potential clients won’t have the patience to download your high quality image just to see what you’ve written at the bottom of your email.

Instead, look at lowering the quality of your image. This can be done significantly without any determinable loss to the appearance of the image.

3. Limit Content

Email marketing messages that are too long will take up a significant amount of memory. They will also be read less. Try to aim for a maximum length of between 150 and 250 words. Your main aim is to get them to your website, so have your email as an introduction rather than the entire page.

Conclusion

The speed at which your email downloads in the receiver’s mail box is vitally important. If your messages aren’t downloaded quickly, it is likely that your messages will be deleted without being read. By using the above options, you can reduce the memory taken up in the delivery of your messages to your audience’s inbox.

How fast are your emails? How big are your email messages?

Let us know in the comments.

Take Action:

  • Reduce the image size on your emails.
  • Minimise the HTML in your emails.

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3 New Ways To Get Attention For Your Regular Emails

megaphone-50092_640Your emails are an important sales platform. The starting point of 13% of all online sales comes from email marketing. Only organic searching and direct visits are better sellers online. However, the effectiveness of your marketing campaigns depends on how much attention your emails can generate.

One of the biggest problems is that emails aren’t getting enough attention. The average open rate for emails varies between 15 – 25%. The click through rate after this can be anything between 1 and 5%. And then your landing page has to be convincing enough for them to take a desired action. This action could be making a purchase or downloading a new guide.

The open rate is dependent on the email grabbing the attention of your audience. If you are sending regular emails, this is really important. The longer a contact is on a mailing list but doesn’t take action, the higher the chance that the lead is lost and you won’t make a sale. If, however, you can increase their interaction with the mail earlier – the greater the chance that you can:

  • Increase the open rate.
  • Improve the click through rate.
  • Make more sales.
  • Grow the ROI of your email marketing campaign.

It should also be noted that you only have 15-20 seconds to grab a reader’s attention. This is the average length of time that a person spends reading an email.

Email marketing best practices are continuously changing, which is why it is important to consider your current campaigns and how you can change them to gain more interest. Here are three of the latest techniques for your regular emails that will grow the success of your campaigns.

1. Change Your Subject Lines

Long gone are the days where you could just use a simple promotional email or one liner like “Your Weekly Summary” and expect your contact’s list to open your emails. A good example about how your subject lines can make a difference is with People Per Hour. The site used to send a message every day about the latest offers available on their site.

Then in early 2015, they changed tactics and created different, unique and more personal subject lines. Almost immediately there was an increase in the number of jobs posted through the site. Before the change they averaged about 200 per day. After the change they averaged about 350. This is a 75% increase and was highly valuable for the online business.

So what should your subject line look like? It needs to have several elements to it:

  • Promise to benefit the contact.
  • Offer new information.
  • Personal.
  • Relevant to what is currently going on.
  • Fun.

If you can insert these into your subject line, it will perform better.

2. Add Video

Video marketing is becoming a huge success. The combination of audio, visual and text on the screen is more memorable and engages audiences a lot better than just simple text and photos.

Inserting a video into your emails isn’t a tough task – it just requires you to be a little more technical than you might be used to. Speak to your email marketing provider and ask them how to insert video into an email using their software.

Once a video has been uploaded to your messages you can also use them on YouTube and your website to improve upon their ROI and ensure that they aren’t just used once and forgotten about.

3. Be Mobile Friendly

The way consumers are accessing emails is constantly changing. Previously, the only way to have a good experience and open your emails was on a desktop or laptop. Now the world has gone mobile and more emails are opened on a SmartPhone or other mobile device than on a desktop.

Email campaigns must consider this and change the way they display on mobile devices and the landing pages they direct to must also be mobile friendly.

Conclusion

You have 15-20 seconds to grab the attention of your audience. Ensure you do it with the email marketing best practices and you will see a higher number of sales and business growth.

Take Action:

  • Optimise your messages for mobile.
  • Add video to your next campaign.
  • Experiment with your subject lines.

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7 Email Marketing Strategies You Need To Implement Immediately

globe-63774_1280There are approximately 2.5 billion email users in the world and 74% of them prefer to receive promotional material via their email accounts. This makes email marketing one of the most effective and critical marketing activities your business should be undertaking right now.

While creating campaigns for your customers might yield some success. To make the most from your campaigns you should be optimising them. There are several strategies which allow you to do this. Here are seven strategies for you to implement in your next campaign:

1. Specific Audience

Not every email you create is going to be relevant to all those on your list. For instance, a message about setting up a new account with you is pointless to already existing customers. Therefore you want to limit who you are sending your messages to only those who should read the content.

Careful segregation will limit unsubscribers, lower costs and improve your marketing results very quickly. This can be achieved by ensuring there is a label in your database that refers to what sub-list they should be listed on. Then when you are sending a campaign, use the label to determine who should receive the message.

2. Specific Time

Email marketing is effective because it can be picked up at any time. However, research has shown that emails are generally opened at certain times. You’ll want your emails to be sent at the best times and not at other, less effective, times.

There are numerous studies claiming they know when you should send emails. Many of them disagree with the best time to send mail. The best practice is to experiment and discover when it is best to send your audience emails.

3. A/B Testing

To ensure you are sending your email messages at the best time, and that the design of your message is right, you should A/B test your emails. Start with testing when to send your emails and then move onto the email design.

There are various elements you can test, including image position, subject lines or the call to action copy. By testing these one at time, you can ensure your campaigns become more effective.

4. Have Value

Always answer the question: “What is in it for me” question. If your contacts can take an important message away from your communication: whether it is how to do something or where to get something – then you’ll gain their trust and it will make it easier to sell to them.

5. Mobile Friendly

More emails are being read on SmartPhones and other mobile devices, than on desktops. Emails need to be formatted right if they are to be read correctly on your contacts’ mobile devices. Otherwise your messages will not look professional and this will limit impact.

To help with mobile friendliness, you need to limit images and the complexity of your design. At the same time, ensure your website is also optimised for mobile devices.

6. Social Media

Social media is a highly effective way for you to spread word of your brand to new audiences and potential customers. Don’t undervalue the opportunity. Embed social media share buttons on all your emails. Then the emails can be directly shared on various platforms and this can encourage others to view a web version.

7. Follow Up

After you have sent your email marketing message, you need to examine the results. You should use this to determine who is interested in your content and products. If you notice someone is opening your mail and clicking through to your website but then not doing anything, you should follow up with a phone call. They might be experiencing a barrier that is preventing them from buying. By calling them you might be able to help them to complete the intended action.

Conclusion

Improve the results of your email marketing by using some powerful email marketing strategies above. Then you can generate more revenue from your emails and have a better return on investment.

What strategies do you use to ensure effectiveness?

Let us know in the comments below.

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How To Get Your Emails Opened

mail-566337_1280Email marketing is one of the best options for communicating with your target audience. Many consumers prefer to accept promotional material via their email inboxes and it is known to be one of the best online sellers.

Yet the problem for many businesses is to ensure that their emails get opened by their audience. Open rates vary from industry to industry. Online coupon and discount services often have very poor open rates, averaging below 5%. Other industries do better with some reaching 20-30% on average, though many only achieve half of this.

To increase the open rates of your business’ emails there are several key elements to your campaigns that you can adjust for better results. Here are some of those elements for you to experiment with and gain better email marketing traction.

Subject Line

The first thing that most people look at is the subject of the email. It has been proven that a good email subject line will increase the open rate of your emails. Some of the best email subject lines are quirky and grab the attention and imagination of the receiver. For instance:

“Are you sitting comfortably?” is a good line for selling chairs.

“We’re sorry” if you haven’t sent an email for a while.

Take Action:

  • Consider what subject lines you could use in your email marketing campaigns.

The Sender

While many people may recognise your brand name, they are less likely to open the mail if it is sent from your company email address. It is better to send it from a named individual; this is more personable and makes it look less spammy.

Consider sending it the name of a senior person in your organisation, instead of just the administrator who creates the content and sends it off. A senior person in the organisation is more recognisable and makes your audience feel more valued.

Take Action:

  • Send emails from a senior member of your management team.

The Right Time And Day

23% of your emails will be opened within 60 minutes of you sending out your email. Therefore, you will want to be sending your content on the right day and time to ensure that you maximise the open rate.

There are some typical statistics that you should know:

1. Monday’s are the worst day because most people are often trying to catch up from the weekend and are too busy to open their emails.

2. Weekends are when people are out doing chores. Emails are not opened regularly on these dates.

3. While emails are regularly opened quickly, you still need to email contacts within plenty of time if you want contacts to participate in an event.

4. Tuesday and Thursday are favourite days for businesses to send their email campaigns. These days often generate the most interest and the best results.

5. Early mornings are also the best time to send emails and they get the best response.

Take Action:

  • Adjust the timing of your email marketing campaigns so they are sent at the most appropriate times.

Send To Those Who Have Opted In

If you have collected addresses from people who have not opted in you are going to get poor results – and it is illegal.

Take Action:

  • Only send emails to those who have opted in to receiving content.
  • Remove the contact details from those who have not signed up from your database.

Conclusion

Email marketing is one of the most effective means for generating sales online. To get better results you need to optimise your emails so that they are more attractive to your audience. Use the above ideas to perfect your email marketing campaigns and have more opened.

How have you improved the open rate of your emails? What do you recommend?

Let us know in the comments below.

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Effective Email Campaigns: What You Can Learn From The Experts

spider-monkey-637062_1280Email marketing can be one of the most effective marketing platforms for your business. Consumers prefer receiving advertising via their email inboxes and more online sales are made via email marketing content than by social media or other digital marketing efforts. Additionally, you can create content that is only relevant to your audience.

Unfortunately, spamming has tarnished the reputation of email marketing and as spamming is easier than more complex campaigns, its lure is often too much to avoid. However, spamming your audience will never generate long lasting, financially viable relationships. More effective best practices and tactics must be found.

There are many organisations and individuals who are using email marketing content to generate the majority of their sales. Their tactics are an important lesson for all small businesses. So what lessons can be learnt and how can you implement them in your campaigns?

1. Effective Database Maintenance

If you want a successful and cost effective email marketing campaign, you have to ensure that the contact database you are using is maintained. You should remove contacts that aren’t going to spend any money and update those on your list so it is properly segregated.

Maintenance of your list needs to happen after every email has been sent out. The first step is to remove any contacts that have opted out, then any contacts which have bounced back before finally removing contacts that haven’t opened an email for the last 10 reports.

Then you need to move contacts depending on what actions they have taken. If for instance they have made a purchase, move them to a current customer list.

2. Target Your Campaigns

With a segregated contacts list you can create content that is highly targeted towards different types of contacts. This has several advantages, firstly it means that content can be better received and have a higher chance of being acted upon by the receiver. In addition, it allows you to reduce costs of your email marketing campaigns by only sending content to those who are likely to respond to it.

How do you target your campaigns? Each segregation must have a unique but unifying marketable quality about it. For instance, you could have marketing material for those who are only close to certain geographical areas or those who have bought other products that you offer.

Segregation doesn’t have to be based on just one element. It can have two cross referenced elements, for instance, those close to a geographical area who are also a past customer.

3. Keeping It Simple

One of the best tips for email marketing campaigns is to keep your emails simple. The idea of the message is to display your one key message: whether that is to buy a specific product or to get the contact to perform an action. Therefore, that message must take precedence in the email, not its design or a pretty picture.

Keeping it simple can also help you increase the deliverability of your messages to inboxes and not promotional or spam boxes. Many large email providers (Gmail, Yahoo!, etc) have filters that lock out messages that have lots of images, links or fancy designs. Also, too much design can be very distracting to your audience.

Consider using simple designs with at most one picture. If you need to include more information, use one link to send the reader to a page on your site to convey it.

Conclusion

Email marketing is an effective marketing platform for your small business. To get the best results you should take some of the key tactics from the best email marketers out there. The above three tips are some of the best to help you refine your campaigns and achieve financially rewarding results.

What tips do you have for running a successful email marketing campaign? What have been your best results?

Let us know in the comments below.

Take action:

  • Start maintaining your email contacts list.
  • Segregate your contacts.
  • Re-design your emails so they are simpler.

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5 New Ways Small Businesses Can Spice Up Email Newsletters

 Image courtesy of jscreationzs at FreeDigitalPhotos.net

Image courtesy of jscreationzs at FreeDigitalPhotos.net

Email marketing is one of the best ways to connect with your target audience. The only problem is that the majority of businesses online are now using email to contact and sell to the same people you are contacting. These can be direct competitors or businesses offering substitute goods. This can be bad news for your email marketing campaigns as it limits the effectiveness of your message; unless, you find a way to stand apart from these competitors and spice up your email newsletter.

There are several ways you can do this. Here are five options for you to consider.

1. Using A Preview Image For A Video

Videos are very intensive to send via email. To avoid this, most businesses use a simple link to a video on YouTube or another video sharing website. This can often lead to a poor video viewing numbers. Yet, videos can be highly effectively in the sales process. Therefore, use an image from the video that looks impressive to entice your audience to click on it and find out more.

You should also consider hosting the video on your website. This way you can set up better monitoring to see how effective the video was at increasing page views.

2. Keep Your Text Short And Snappy

If you really want your audience to read your emails and then click through to your website, don’t place all your content within the email. This only encourages the audience to read the email copy and then either click off your email or delete it. You want them to visit your site and therefore, the best option is to get them there to read the content.

Use teaser paragraphs or descriptions of the content on your email copy and then link them to the full article on your blog or on a landing page.

3. Humour

Comedy is not used frequently enough within the online marketing realm; yet it is one of the best tactics for engaging your audience. Emails containing humour are often shared more via email and social media than those without. This can grow your brand’s online footprint and email marketing list.

Ensure all jokes are clean, short and funny. They cannot be sexual, sexist, racist or in any other way offensive – otherwise you may grab headlines, but not for the right reasons.

4. Competitions

People love to win and entering a competition is one way to achieve that. By offering them that chance through your email marketing campaigns is a way your brand can satisfy their need to compete. The prize doesn’t need to be expensive as long as it something that will have value to the customer.

Ensure that your competition isn’t just related to one email. Promote it over several emails and encourage people to share the emails with their friends and family to gain more tickets or chances to win the prize.

5. Quotes To Inspire And Motivate

Whether you are engaging customers who are already buying or attempting to attract new customers, using quotes from famous people is likely to grab their attention. Quote sites are very popular and are often categorised by industry and type of quote, so finding a good quote for your business is not going to be difficult.

Don’t go overboard, but if you include one good quote from an inspirational person you will be sure to grab some attention. Experiment with where to place the quote as different audience may prefer different placement.

Conclusion

The email marketing landscape is becoming a very busy place. Many of your competitors are likely to delivering their content to your target audiences at the same time as you. Therefore, you need to create content that is highly effective and a little different. One of the best ways: use techniques that will add a little spice to the content and allow your emails to look different to your competitors’.

Take Action:

  • Add a new element into your email marketing design.

What do you use to spice up your content? How effective has it been?

Let us know in the comments below.

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3 Potential Changes For Small Business Email Marketing In 2015

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

As 2015 fast approaches there is going to be a need to look at what trends will start or will be continued into the New Year. Being ahead of these trends and implementing them in your small business email marketing campaigns is more likely to generate results that will succeed.

So what are the potential changes that will affect your email marketing campaigns?

1. Quality Content Will Require Professional Writers

As brands continuously develop so they become an online resource for potential and current customers, they will need to generate content that matches their customer’s expectations. To match these, you will need to ensure the writing is of the highest possible quality.

Research has shown how professionally written content can improve the leads and the number of sales generated. Currently, it is reported that two-thirds of the writing produced by businesses is done by product managers. Yet, with so many tasks already their responsibility, they have little time to create a well crafted sales message.

Therefore, some forward thinking businesses will outsource the majority of their writing to professional writers. These writers will be able to create content that is high quality and able to deliver results for your business. This will improve the results that your email marketing campaigns achieve.

Also, because you aren’t relying on an individual who has a significant number of responsibilities already, and may place email content low on their priority list, you will ensure your business is always producing new content, on time. This will allow consistency and improve the trust your email contacts will have in your brand.

2. Video Email Marketing

Video is a rich form of communicating with your audience. The human brain is designed to be attracted to moving images and the changing facial expressions that can be produced and used within your videos.

As technology develops and Smartphones and other mobile technology become more advanced, mobile devices will be better able to display rich content. Therefore, your email marketing campaigns will need to include videos within their content. These will need to be short, approximately two to three minutes and contain high quality information to engage your audience.

In addition, you will need to host the video on sharing sites like YouTube, which is the second largest search engine after Google, to gain better reach and attract new audiences for future email campaigns.

3. Email Contacts Are Short-Lived

As more businesses start to develop their digital marketing channels, the amount of content that is online for your target audience is going to reach a critical point. At this critical point, the amount of information available is going to be too much for the customers to read in their limited amount of time.

Therefore, what is going to happen is readers will choose which brands deserve the majority of their attention. To ensure your brand has their attention you will have a limited amount of time to grab it. If you are unable to convince them of your industry authority or expertise, they will either leave your mail unopened or unsubscribe from your email marketing contacts list.

Use valuable information and carefully written content to keep their attention.

Conclusion

Email marketing is a constantly evolving digital marketing channel that can be highly successful if it is employed in the right manner. With the New Year approaching, the latest trends will need to be used in order for your brand to achieve the best results from your email marketing campaigns.

Take Action:

  • Examine the changes that are going to happen above and consider what your brand needs to do to make the most of your 2015 email marketing campaigns.

How successful have your 2014 campaigns been so far? What changes are you going to make for 2015?

Let us know in the comments below.

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How To Find A Designer To Handle Your Small Business Email

Image courtesy of jscreationzs at FreeDigitalPhotos.net

Image courtesy of jscreationzs at FreeDigitalPhotos.net

Creating an email design to sell your products can be a difficult task; especially if you have limited computer and graphic design skills. A well created email can sell your services effectively. Therefore you will need to find an email design program that can create perfect small business emails.

The problem with finding a good design program is that there are various options on the market and not all offer the perfect combination of features. A good design program needs to have several functions for it to be highly effective for your small business email marketing campaigns.

So what should you be looking at with your small business email design program?

Examples

The first thing you need to do is to look at what others using the program have created for their email marketing campaigns.

You might be able to see some of the designs in your inbox. Some companies manage email marketing campaigns using free accounts. Free accounts normally include a link to the provider of the email marketing service. This is purely for a marketing point of view, but it is useful to identify what email designs are possible with their email designer.

Secondly, you could go to the website and look at their current clients or example designs. You can find Fluttermail’s through our features page.

This method could be time consuming, but as the overall design of the email is so important, investing your time into this process could be very profitable.

Ease Of Use

You want to ensure your email marketing design program is fairly easy to use. If you do not have any coding skills, then you won’t want an email designer that can only create emails in HTML code. Many modern email designers feature a click and drag interface. This is fairly simple to use and offers great results as long as your internet connection is strong enough.

By checking how each email is built; you can be confident that you can generate the look you are excited about publishing.

It might help your creativity if there are templates included with your email design package. A great template will allow you to tailor the images, colours and what is in each element box. These templates can greatly decrease the amount of time it takes to build a single email.

Save Designs

One of the most time saving processes with creating further email campaigns is the ability to use previous designs and editing some of the smaller details. This is really important because your contacts will want to know that you are being consistent. Using previous designs as a basis for future campaigns does this perfectly.

A template also allows you to A/B test your email marketing campaigns. This can be achieved by designing the email once and editing it for the second version or resending it if you are testing optimal timing.

Preview Settings

You need to know your email will display effectively on the different email clients your customers are likely to use. The best designers will allow you to see the results before you send off the email. This can allow you to make changes so your email looks perfect no matter what device or email client it is viewed upon.

Remember to preview the mobile display as well as the desktop as more emails are being opened via mobile devices than ever before. You might also want to see if the feature to test your email is available.

Conclusion

Choosing your email marketing design program can be a difficult process. There are many different functions and features that you will want to ensure the success of your email marketing campaigns. Be certain that the design program you choose contains the above elements for running your successful small business email marketing campaigns, growing your business and achieving better profits.

Take Action:

  • Review the Fluttermail email design program.
  • Create a trail account for $1.

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5 Examples Of Successful Small Business Email Newsletters

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Email marketing is one of the best ways to communicate with your target audience. Research has proven it can contribute significantly to your sales.

Sales isn’t the only factor of success. Email marketing can open up new avenues to increase brand awareness and generate more traffic to your website or physical store.

Many of the best performing small business email campaigns have several common attributes. Looking at some of the best examples can give you ideas on how to improve your own email campaigns and achieve great success.

Here are five examples of successful small business emails:

Moo.com

The high quality business card supplier does not focus its content on the business card but rather on giving creative inspiration, news and business tips to their audience.

The emails have images related to the content that help the reader to ascertain quickly what the email is going to be about. At the end of the short, easy to read content is a clear call to action (CTA). The CTAs are invitations rather than demands – so appeal to the inquisitive reader. They also have clear social media sharing buttons both at the top and bottom of the page.

Bicycle Adventures

This company combines bicycling tours with staying in five star hotel and lodges. Their newsletter is very clean and simple – making it easier for the audience to read. The header image is often one of a spectacular view with a clear header above it to describe what the particular edition is about.

Underneath the image is the subtitle, often describing a new available offer and then the newsletter rounds off with two locations their readers can book. Each location includes an image, not of the hotel but of the scenery they will be cycling around.

At the bottom of the page is a clear call to action, with the text larger than the rest of the page to draw attention to the reader.

What makes this email so successful is not that it sells a lot, but that as soon as the email is sent out, the website has double the traffic, often 1,400 unique visitors on day of release.

Wine Station

Next on the list is Wine Station, who doesn’t have an online store. Instead they rely on their readers visiting their physical store. Their emails have a feeling of luxury with clear labelling and pictures focusing on their products.

At the bottom of the page they include a special offer to entice people to visit their store.

Traffic into their store can be significant after an email has been sent out, with some emails generating 10 times the amount of traffic they usually get.

Build It Green! NYC

This small environmental group uses its emails to encourage signups and volunteer participation. The emails include a clear call to action at the top of the email and detailed information in the body. There are also some clear images demonstrating what the event is.

Generally the success of this email is regarded in telephone calls. According to the organisation, every email they send out receives 40 telephone responses.

The Pajama Program

While technically not a small business again, this organisation does have an excellent email which raises $1000 per email sent. The charity raises funds for children in need and uses its emails for donation collection and thanking those who have participated.

The emails always include images of those who they support and carry short messages with a clear call to action at the bottom.

What Do These Newsletters Have In Common?

These emails have three main concepts in common. Firstly they all have a relevant image that portrays exactly what the email is about, they have limited text and thirdly they invite the reader to continue on the journey with a clear call to action.

Action steps:

  • Sign on to some of the above examples and see what their emails look like.
  • Take some of the lessons learned here and incorporate them into your small business email.

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5 New Ways To Make Your Small Business Email Stand Out

Image courtesy of renjith krishnan at FreeDigitalPhotos.net

Image courtesy of renjith krishnan at FreeDigitalPhotos.net

The success of your email marketing campaigns will often depend on how you design your content. There are several elements you can implant within your emails to make them stand out from your competitors. An email which is unique and captures the imagination or interest of the reader will lead to a better click through rate.

So what could you include in your small business emails to make them stand out and achieve success?

1. Videos

Videos are very effective when it comes to marketing. Audiences feel more connection to moving images and a voice providing information and are more likely to take action when included in emails. According to studies, videos in emails can increase the click through rate by up to 300% and the conversions by an estimated 45%.

However, only 58% of your audience can see videos embedded in your emails. The other 42% will be shown a “fallback image”, which has to be manually linked to a page hosting the video.

2. Animated GIF Images

Animated GIF images are a collection of images which create a slideshow creating the illusion of moving images. They can look very attractive and are accepted by most email viewing software. Most animated GIF images are created to showcase entertaining clips. However, Sprout Social used a GIF slideshow to demonstrate how to use their new mobile interface.

If used sparingly, customers react very well to GIFs and will share your emails with their peers. You can also experience a significant increase in interactions. Using only one animated GIF per four emails is probably the recommended level.

3. In-email calculator

Include a calculator within the body of your email to increase interaction with your audience. This calculator can be designed to measure how much your business can save the potential customer in a year or how much a project might cost.

You can set the calculator to send you a notification when the calculator has been used, who used it and what the results were. You can then use these to contact the customer with specific sales information to close the deal.

4. Audio

There are very few email marketing campaigns which have audio. The general consensus is that audio has no place in a visual based marketing avenue. However, audio can be powerful. Recent studies demonstrated certain songs can make people feel good. Audio is also known to encourage interactivity.

Good ideas for including audio are:

  • If you are musician and want to include an example of your latest release.
  • If you are a public speaker and want to include a sample of a speech you recently made.
  • If you have recently released a podcast and want people to download it.

5. Infographics

Infographics are a brilliant marketing tool and are often used on blogs and social media to draw attention to a brand. Take it one step further by including it as an email. Infographics are so successful because they can contain a wealth of information and are easy to read for the audience.

You do need to ensure that your infographic still contains all the basic elements of a successful email campaign such as a good call to action and inviting title. However, you may find shares and interaction are greatly increased when an infographic is used.

Conclusion

There are significant options for your marketing team to create innovative and interesting email campaigns designed to inspire your audience.

Take Action:

  • Design an infographic, GIF animation or video and insert that into a future campaign.
  • Create and send a calculator into the body of your next email.
  • Release a sample of your latest public speaking event or podcast.

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