Email marketing is one of the best ways to sell online. Research has found time and time again that the return on investment from email marketing is much higher than other digital marketing pathways. However, there are lots of different ways that you can utilise email in your marketing, and there are some that are easier to operate than others.
Using certain formulas for email marketing, you can achieve more than the average brand. Here is one of the easiest formulas that you can use to generate revenue through email marketing.
The Auto-sequence is a series of emails that are automatically sent to customers based on behaviours or conditions that you’ve preset. For instance, some brands create an auto-sequence that is related to the subscribers birthday, anniversary or time on an email list. These are pre-written and fully automated, so that you, as the business owner, have limited involvement once set up.
This is what makes it the easiest formula for setting out your email. All you have to do is to create a series of emails that are ready to go. When certain conditions are met, the emails are sent out. You can just look at the results in your dashboard or when sales have been made through your store.
However, even with an auto-sequence, you need to generate a design that looks great to audiences whether the audience is using a desktop or mobile device. So you also need a good design.
Designing Your Email
The simplest email design is often the easiest. So, here is our quick list of suggestions of what to include in your email marketing design.
The first thing you need to include is a headline. This should be attention grabbing and can be similar to your subject line. However, it is often best to have a slight adjustment, for instance going into a little more detail or being more personalised. However, personalisation in the email subject line is what gets your emails opened.
Next you need an image. Images help to covey messages quicker to audiences. The same message can be displayed in one image as can be in a thousand words. They also increase interest, engagement and conversions within an email.
Images can be added so they include text within them, and an image in an email should not be too large. Most inboxes don’t support images that are more than 600 pixels wide, so it is best to keep them under this and below 400 pixels wide.
The next stage should be detailing your message. This should be a short message of less than 200 words. This prevents audiences from becoming bored and allows for easy read on a mobile device. It is better to keep to one strong message and connect to a landing page that has more details on it rather than bore people on your emails.
Your text should contain limited spam words as this can be off-putting and lower response rates to your email.
Here you can place a video that is hosted from YouTube or another video sharing website. This is optional and doesn’t need to be done, but videos can help with email conversions.
Call To Action
Finally, you want to place a call to action. This should direct the customer to make a purchase or take another positive action. Call to actions need to stand out on a page and should include as little text as possible. Remember to always give ownership to the reader and add urgency to all email call to actions.
With the tips above, you have a simple, effective and easy formula for running your email marketing campaigns. They will help to generate revenue from your campaigns with you not having to do too much work.
How do you design your campaigns? How do you design your emails?
Let us know in the comments below.
Getting your emails opened is the first step in any email campaign. The more people that open your emails, the more people that are likely to take action. There are many ways to improve your open-rate, however, writing great email headlines is one of the best ways.
So, here are some amazing tricks you can use to write those email headlines that will encourage audiences to engage with your content.
1. Use Numbers In The Headlines
One of the typical ways you can entice people to open emails is to include a number, often written in numerical form, within the subject. For instance, “7 Secrets To Have A Great Christmas” sounds better than “Secrets To Have A Great Christmas”.
Numbers offer several things to audiences. Firstly, it sets an expectation that they can measure against for satisfaction. Secondly, it is because a number is very attractive to the human eye. Therefore, when your email is listed among loads of others, yours with a number in it is more likely to be opened.
You don’t need to have a large number of tips or tricks for your audience to digest in an email, just one is better than none. An example of this could be: “What is the 1 secret your teachers didn’t tell you about school?” compared to “What’s the secret teachers didn’t tell you about school”. The second one has less authority and is not as attractive, that little number adds a lot of value to your readers, even though the topic is the same.
2. Be Controversial
Sometimes being a little controversial can add an attraction to audiences. For instance: “What is the one secret your teachers didn’t tell you about school?” adds a little controversy because it is talking about what teachers have kept from students.
Other writers have used controversial headlines to get people to open emails. However, that doesn’t always work. You’ve got to create a controversial headline that doesn’t impede your message. In fact, your controversial subject line shouldn’t be against the main message. For instance, don’t write a subject line that says: “You don’t want to come to my event” and then have an email that suggests what they’ll miss out on and eventually say “unless you want to come”. The whole subject line is wasted and trust in your content undone.
However, you could follow the example of Ian Brodie who wrote an email about why networking didn’t work for him. His headline was why networking didn’t work (for him). He got high praise for that email and the controversial headline worked.
3. Offer Secrets
Humans love to be in the know. We like to know something that others don’t. This is why offering information that is ‘secret’ in emails is such a good way to get people to open them. Secrets seem to imply that the reader is going to get information that they’ve not seen or read from before. This is a great way to get them to open it because so many emails include the same information.
For instance, if you had a subject line: “Five ways to grow your business” people have probably read articles and emails about this a lot. They might think your email is a rewrite of many of those content pieces. However, if you change it to “Five secrets that will grow your business” audiences will think that that new information is included within the article. This makes it more likely to be opened.
The three tricks that we’ve mentioned above are the ones that you’re going to need in order to build a successful email marketing campaign. They are three tricks that will help get your emails noticed in crowded mailboxes with busy audiences. When more people read your content, you can immediately see more returns on your investment.
What tricks do you have for your headlines? Have you tried any of the above?
Let us know in the comments below.
Sometimes, campaigns can be ruined by email being sent to spam folders. There are a few things that can cause this. The first is the user marking your emails as spam and therefore your content being sent directly to the spam inbox. The other is the inbound server marking your content as being spam based on an algorithm.
This can create significant challenges for your campaigns. Firstly, anyone who is not getting your emails due to them being designated as spam is unlikely to interact with your content. This can make the ROI for your campaigns limited. In addition, if just a few mail servers mark your content as spam, then other servers could do the same. This can further infuriate you and make your marketing costs rise without any benefit.
Finally, your reputation with customers can be lowered if they constantly see your emails in the spam folder.
So, here are some of the best ways that you can write content that doesn’t mark your emails as spam.
1. Avoid Using Words Associated With Spam
There are thousands of words that are often associated with spam emails. Filters look for these in several areas of your email. The first area is the subject line. Using words like free, discount, earn and other similar words, can often mark your email immediately as spam. This is because a lot of spam emails do contain these words.
If you’re a business services provider, you might also want to avoid words like ‘marketing’ and ‘financial’. These are often associated with spam emails. And don’t write, “this is not junk”, that is one sure way to end up in the spam folder.
2. Check Your Spelling
The most obvious sign that someone is sending spam messages is that content has a lot of spelling and grammar mistakes. This is because, generally speaking, a lot of spam content is written by people who don’t have the necessary writing skills to maintain a professional writing standard.
If you aren’t confident in your writing skills there are several options for you. You could hire a professional writer. There are several places you can hire these people from, including freelance websites and local writing groups. Or you could hire an editor to proofread all your writing work.
You could also use online spell checkers. There are some available for free out there, so it doesn’t need to cost you much to improve your writing skills and ensure your content is error-free.
3. Limit The Overuse In Your Writing
Whatever you’re writing about, you want to make sure that you aren’t writing the same words over and over again. For instance, if you are writing an email about plates, you don’t want to be using the word plates more than three times for every 100 words. Ideally, you should really be using that word only once in every 100 words.
This prevents your content from being labelled as being spam because it is keyword stuffing. This is normally associated with black hat techniques in SEO, but it can also be used in emails to grab the attention of the audience and filters can penalise you for this.
4. Use Plain Writing
Don’t overcomplicate your writing by adding lots bolding, italics and underlining. At the same time, keep your content all the same size (except for headings). Those who use spam techniques often have content that is marked differently (bolding, italics and underlining) to identify key phrases to draw the attention of the reader.
Filters look for these text settings and will send emails to the spam folder if you use it too often. That doesn’t mean you can’t use it, but perhaps only once in an email when it is really important.
You don’t want to end up in the spam folders of your audiences. Therefore, look at ways to improve your writing to help you avoid spam folders and have better results from your campaigns.
How do you write your emails? Do you use a freelancer or a grammar program?
Let us know in the comments below.
Email marketing is by far one of the best ways to market your business. Year-on-year, email marketing has been rated as one of the best marketing platforms for ROI. It is simple to use, acceptable to consumers and can reach numerous customers long after you’ve sent your email.
However, many small businesses often struggle to use email marketing because, on the first few campaigns, many don’t see the returns they expect. However, email marketing success is dependent on the best practices. There are numerous tips that can help with this. So, here are our top tips for a successful email marketing campaign.
1. Segment Your Email Marketing List
The first thing you should be doing is to segment your email marketing list. Not everyone on your list is going to want the same content. Some will be interested in different products or have differing problems. Therefore, you need to find ways to distinguish between people on your email marketing list and place them in groups.
Once you’ve done this, you can send different content to these groups for higher engagement and conversion rates. This also helps with ensuring that audiences aren’t abandoning your email list because they keep getting content that is of no interest to them.
2. A/B Test Your Content
Do you really know what your audience prefers? The design, including placement, colour and even style of your email can make a huge impact on your email marketing success. The only way to know what your audience really likes is to have your content A/B tested (split testing) to ensure you’re getting the best results from your campaigns.
What you do with this is send two versions of your email and have a single difference on each email. For instance, you could have the colour of the call-to-action button different. Then on the results, you can see which version audiences preferred. Use this in the next campaign and make a new change to optimise results.
3. Use Videos In Your Content
Videos in emails are important. With today’s technology, videos can be hosted on websites like Vimeo, YouTube, or others, that can then be linked to in email for audiences to watch on their email host. Videos offer better storytelling and engagement possibilities. This can increase conversions and improve other results. Plus the videos can be used in numerous videos and in different campaigns (like on social media), so their production costs can be quickly recouped.
Videos should ideally be less than one minute and have a clear call-to-action at the end. All videos in emails should ideally be linked to the content you’re promoting.
4. Keep Text As Short As Possible
One of the most important tips is to make text as short as possible. When you use too many words and characters in an email, you’re going to lose the interest of your audience. This means they’ll abandon your content quickly and you won’t convert them. Ideally, you want no more than 300 words in an email. If you can keep your content to less than 200 that would be better.
A way to reduce words in an email is to use videos, images and other interactive content to convey your message. The audience are more likely to interact with these aspects than read text which takes longer to understand.
5. Regularly Clean Your Mailing List
When an email subscriber goes cold (i.e. no longer interested in your content). It is pointless keeping them on your list. Instead, you should regularly look through your list and identify who has not engaged with your content for the past 10-15 emails. Send them a re-engagement campaign and if they still haven’t engaged, you should unsubscribe them yourself from the list.
This reduces the cost of sending campaigns, improves results and gives you a clearer picture of the value of your email marketing list.
Take These Tips With You On Your Next Campaign
When marketing via email, you want a successful outcome. Follow the tips above for a great campaign as well as a healthy email marketing list that will be profitable and help your business grow.
Do you regularly clean your email marketing list? Do you include videos in your email content?
Let us know in the comments below.
MailChimp are often cited as being one of the biggest email marketing services in the world. Their CEO has stated that in 2019 they’re likely to have 11 million active customers, with a total audience of four billion. Its revenue is also likely to be above $700 million.
To help with its recent growth, MailChimp has added in lots of updates over the past few months. These are designed to help businesses, especially small businesses, to manage their marketing all in one place. However, does this strategy make marketing easier? Here is our verdict of whether MailChimp’s 2019 updates are great for business or not.
MailChimp is looking to expand horizontally. This means it is adding new marketing services to its portfolio to help grow the business. This includes lead management, domain purchasing, website building, ad retargeting on social media channels and social media management. There is also business intelligence on offer now that helps users to decide when to market to specific audiences.
These services are being helped by the data it collects from campaigns that have been delivered over the past few years as MailChimp helped small businesses to run email marketing campaigns. This is why their offer seems to be so valuable.
However, these additional services come at a cost. While there will be a free plan, the other plans are likely to increase in price with the top tiered pricing level increasing by more than $100 a month.
Do These Help Small Businesses To Win?
The question, of course, is not whether there are new services, but whether these new services help small businesses to manage their marketing campaigns. There are some aspects that suggest that using one dashboard enables better control of your marketing.
However, there are massive issues with the deployment of how some of MailChimp’s current systems operate. The popup forms, for instance, aren’t the best on the market. They can sometimes look amateurish when compared to popup forms that can be delivered by other WordPress plugins or other software. This could be partly because of the skill of the builder (i.e. user), but then will the user be able to use MailChimps web builder any better?
Another question is whether the website builder is going to be helpful to small businesses. Small businesses make up about 48% of the US economy, but they are often on tight purse strings. A builder like MailChimps might be tempting, just like Wix’s or GoDaddy’s. But the price for these can be expensive.
MailChimp’s cost for their website builder is unknown at the time of writing, but for GoDaddy and Wix, an ecommerce store is approximately $25 per month. Therefore, it is likely that MailChimp will only offer this on the $14.99 plan at least, or it could be an extra cost like their landing pages. Small businesses might find the costs are a lot less elsewhere, like with a WordPress website.
In addition, to get some of these features, you might need to pay for higher levels without using the total email subscriber count. For instance, you could have less than 2000 subscribers, which would entitle you to a free account, but have to pay $299 a month to access all the additional marketing services.
There are other services, like Hootsuite, SocialOomph, etc. that can offer social media marketing a lot more affordably.
Conclusion: Do The Updates Make It Easier For Small Businesses?
While the updates are interesting, the cost might not be affordable for small businesses. Some other bloggers are also stating that MailChimp should be dropped now. Plus, their strategy offers some risk. If MailChimp were to go offline for any reason, small businesses might find that they don’t have access to any of their marketing data, functionality that can really harm their prospects of being successful.
What do you think of the MailChimp updates? Do you think it is better to have marketing in more than one service?
Let us know in the comments.
It has been a possibility for a long time to include videos within emails for marketing. It takes just a few clicks to insert a video, hosted from a popular video platform like YouTube, into a campaign. The benefits of video have long been known as well. On landing pages they help conversions and can improve order values on product pages.
In addition, they are known as great marketing tools. Those sites with videos embedded on them receive more social shares.
However, still there are few people who regularly use video within their emails.
Why Is Video Under-Utilised?
There are many reasons why video might be under-utilised for marketers. One of the common reasons might simply be because those creating campaigns don’t have the content to share. Yet videos can be created on numerous sites in minutes and for little cost. Therefore, this can’t be something that prevents brands from creating video content.
Another reason could be skill. Video creation is harder than other forms of content. Yet there are courses designed to support video creation and many simple video creation programs are easy to use. Perhaps if marketers know the true value of video within emails, there might be more of a push to overcome these challenges and implement a powerful email marketing campaign that contains video.
What Are The Benefits Of Video In Email Marketing?
There are numerous benefits of embedding a video into your email marketing campaign. So, here are the top benefits you can expect to see when you embed your first video into a campaign.
1. Higher Click-Through Rate
According to surveys with email marketers, the emails that contain video have a 55% increase in click-through rate. In theory, this should lead to more conversions, but research has shown that the increase is less substantial at just 24%. However, that is still a good increase for a business. In addition, those that do purchase after reading an email with video will have higher order values.
This shows that videos can be more convincing than standard text and image email campaigns. The reason why the conversions might be lower is because there is no video at the second stage. If a video is included there as well, the conversions might also increase. Plus, the research couldn’t determine whether a customer came back later to purchase.
2. Increased Time On Email
Another great reason why you should be considering using emails within your campaigns is that they are engaging. Video is one of the most consumed forms of content on the internet. By 2022, experts reckon that 82% of content consumed online will be video.
Video also has sticking power. Those who use emails within their campaigns report that people are taking more time to read and consume email marketing content. This can be important as more time consuming email leads to higher conversion rates and more brand recognition. In addition, when you’ve embedded a video from YouTube, it does mean that those video counts increase which can help your video rank better for related keywords on that platform.
3. More Social Sharing
While your campaign is on email, that doesn’t mean that social media can’t play its part. When you embed video into your email campaign, you should notice that your campaign is shared more on social media. This brings new audiences to see your email and can help to grow your email marketing list.
This has a positive long term impact on your marketing. The more people who are on your list, the greater the revenues in the long term and so you’ll be more successful.
Videos in email marketing are a great way for you to connect with audiences. The benefits they offer all lead to one thing: an email campaign with a better ROI. Considering that email already has the highest ROI digitally, this only makes it more valuable for your business.
Do you use videos in email? Where do you host those videos?
Let us know in the comments below.
Spam is prevalent across the world with more than half of all mail being counted as spam.Spam filters are an email marketer’s worst nightmare. Bounces are fairly easy to deal with by removing the bad subscriber from your list. However, you are often left unaware that your important communications are being placed inside spam folders because of a mailbox’s filters.
There are many reasons why this is bad for your business. Here are numerous reasons why you need to avoid Spam filters.
1. It Lowers Your Open Rate
The first, and most obvious, impact of your emails landing in your list’s spam folder is that it will lower your email’s open rate. Too few people check their spam folders. This does have significant consequences for customers, as too many important emails are often mistakenly sent to the spam folder. However, it also lowers your open rate, and that can make it harder for you to communicate important messages.
A lower open rate also damages the reputation of your list and can make it hard to justify your email marketing campaigns. Finally, your email marketing ROI will be much lower if people aren’t reading your emails.
2. It Damages Your Reputation
Your mail being sent to spam folders does mean that your mail’s servers get a bad reputation. Whether this is from the incoming server or the fact that seeing your mail in the spam filter automatically damages your reputation with subscribers is not important, your mail being in the spam folder is damaging to your reputation.
A damaged reputation is a sure way for your subscribers to not buy from you in the future. And some filters share information, so your mail continuously being picked up by spam filters means that your mail is being sent to one folder, and can sometimes mean others in the future will send your mail to spam filters. This is especially true if people use the same servers such as gmail, hotmail, etc..
3. Costs Increase, Revenues Fall
In order for you to avoid spam filters, once you’ve been caught in their trap, you have to spend lots of money to solve the problem. For instance, you might need to invest in new mail servers or new templates for your emails. You might also need to contact consultants who can help you improve your reputation.
At the same time, as less people are reading your emails, fewer people will be visiting your website and your revenue will drop. That means that email marketing, that usually has the best ROI in the digital marketing industry, isn’t offering the returns that you should expect.
4. Your List Will Get Smaller
If you follow best practices, at some point you’ll clean your list. This should be done every two to three months. If someone doesn’t open an email for three months, because your mail has been placed in their spam folder, you will most likely remove them.
For some people, this won’t be a great loss. They no longer want to subscribe to your mail and want to move on. However, some people are probably great leads for your business and losing a section of your list because your mail is sent to the spam folder is a huge loss. In addition, as you lose people on your mailing list, the potential revenue from your email marketing gets lower.
Finally, losing people on a list means you have to find new subscribers. However, their lifespan on your list could be cut short because your mail is caught by their spam filters. It’s an endless cycle that needs to be broken for you to realise the potential revenues from email marketing.
Being caught in an email spam filter is not good news. It is expensive to resolve and can cause significant long term damage to your business’ reputation. So, the best thing to do is to stop your emails from being caught in the spam trap and follow the best practices.
What tips do you have for avoiding the spam filter? Have you resolved this issue?
Let us know in the comments below.
Split testing is one of the most important activities you should be doing with email marketing. It helps you identify what audiences prefer on many different fronts. This can help you to achieve better results, more revenue and greater profits. However, not everyone realises the benefits, or knows how to properly adopt split testing in their campaigns.
In this article, we’ll be looking at why you should be conducting split testing in your email marketing campaigns. We’ll also be giving away some top secrets to help you out.
What Is Split Testing?
Split testing is the process of sending two versions of an email out (or landing page) with one variance on the copies to see which performs better. The difference between the two emails can be very slight, like the colour of a call to action button or one word. Or it can be a massive difference like the time of day, or day of the week.
There are many ways to test the effectiveness of split testing. You might find that customers prefer to read the content of an email with a certain subject line but are less likely to purchase after reading the email. That is why it’s important to set up key metrics for your campaign and determine what you class as better.
In addition, you should try to exhaust one variance at a time. However, if you have a significantly large enough list (i.e. over 100,000) you could test three or four varieties of the difference (i.e. four different coloured call to action buttons). However, to be sure of the results, you should do the test a couple of times.
Why Use Split Testing?
Split testing is essential if you want to improve email marketing revenues. As more ROI is generated from email marketing than any other digital sales channels, you should focus a lot of efforts on this channel. By testing your emails and adopting audience preferences, you’re likely to get better results.
It isn’t just conversions that are important either. You can look at ways to decrease the unsubscribe rates, increase social sharing, and other factors that you deem important. Split testing is also the only real way that you can test what the audience prefers absolutely.
Top Tips For Succeeding With Your Split Testing Campaigns
Split testing isn’t easy. There are many ways that you can get information or strategies wrong. So, here are some of the best kept secrets about ensuring your split campaigns are a success:
Test large populations – Ensure that you have a large enough population to start testing. You should be looking at least a couple of hundred per segment in the testing. The more you have, the higher the accuracy of the results. If you don’t have many on your mailing list, don’t buy more – just repeat the test a few times.
Exhaust options before moving on – One test does not determine the most popular options. Your audience might prefer orange as a call-to-action button in one test, but that doesn’t mean red isn’t more popular on another test. Always ensure that you’re exhausting options before declaring any success.
Randomise the audiences on each segment – When conducting a split test, always ensure that the audience in each segment is randomly selected. Otherwise you could face some bias in the results.
Regularly retest assumptions – Sometimes you might need to retest an assumption because of changes in trends or attitudes. Never be afraid of this.
Don’t tell people you’re testing them – People react differently if they know they’re being testing. All the changes you make should be subtle and the audience should be oblivious to the split testing process.
Split testing is important and you should be constantly doing it. With the right tools and attitude you can improve results of your email marketing campaigns and enjoy higher returns on your investment.
Do you do split testing? What holds you back?
Let us know in the comments below.
Artificial Intelligence is one of the big technological developments. New ways to incorporate the technology into marketing are being developed and how email marketing can benefit is going to be specifically interesting. The results from email marketing being influenced by AI can be outstanding, and for little investment can really help to boost your revenues from campaigns.
Here are some of the ways that AI will boost email marketing and how you can incorporate it into your marketing campaigns.
Personalisation is a standard way to increase conversions within an email. However, customers are now becoming more aware of how personalisation within large email marketing campaigns can be done. Therefore, just using a name on a campaign is becoming less effective.
Artificial Intelligence is going to change that. It will be able to select certain behaviours that it can target to deliver more relevant content to audiences. This will help to improve open rates and conversions from campaigns. This can all be done automatically and generate a better conversion rate and higher levels of profits for your campaigns.
Some of the behaviours that AI might be able to pick up is consumer trends, behaviours and any common purchases made together. Using this, your business can advertise the relevant products to specific customers.
Another benefit of this is that it can reduce the unsubscribe rate for your mailing list. Therefore, over the long term, your mailing list will become even more valuable.
2. Set Time To Proper Interaction Periods
Artificial Intelligence is one of the best ways you can ensure that your messages are received by the audience when they’re more receptive to reading your emails. When you can tailor messages to be delivered when your audience are more likely to open and read your emails. This will increase the number of sales that are made via campaigns.
The challenge is that different audiences will open emails at different times. Business leaders for instance are more likely to open emails during the working day, while those shopping for kids clothing are often shopping Sunday through to Monday. But this isn’t uniform. Different members of your audience have unique behaviours and artificial intelligence will be able to determine those behaviours to help.
3. Reduce Abandoned Carts
Nearly 70% of all people abandon their carts on your store. There are numerous reasons for this, including too high shipping costs, unexpected taxes, just researching purchases and being interrupted by every day distractions. Some of these can’t be avoided, but that doesn’t mean you’ve lost the sale.
Instead, you can use artificial intelligence to contact those who’ve left an email address to remind them about the purchase. At the same time, it can identify what the likely reason for the missed order was. For instance, if they abandoned on the delivery options, then the system might be able to offer them a deal to get better shipping rates.
This kind of option allows you to claim back some of the abandoned carts. This will increase revenues and help you to achieve better profitability. In addition, it allows you to continue keeping in contact with audiences that need a reminder to visit your store for the latest deals/offers.
4. Target The Right People With Offers
When you have a new offer, you can often end up sending it to your whole mailing list. This can be wasted. When selling shoes for instance, some people will only want one type of shoes. Artificial intelligence will be able to take your deal promotion to the next level by identifying those who are more likely to be interested.
This can have massive implications for your store. Firstly, it reduces the number of emails in campaigns, which reduces campaign costs. In addition, you can be sure that your audience are going to be happy with the relevant communications and not frustrated that you’ve sent them generic emails.
Artificial intelligence is going to change the way that you can market to your audience. It will have numerous functions that can help you produce campaigns in little to no time. This will save you countless hours in marketing that can be spent doing work you prefer to be doing and growing your business.
How will you utilise AI in your email marketing campaigns? Do you already use these tactics?
Let us know in the comments below.
Email campaigns are successful for numerous reasons. One of the main metrics used for showing the success of a campaign is that it has generated conversions. This often forces campaign designers to continuously add items to their campaigns in order to give audiences plenty of choices and maximise conversion opportunities.
However, this isn’t always the best option. In many cases, there are significant challenges for business owners who put too much into their email designs. For one, audiences feel bombarded. Even though the average time for reading an email has increased, the amount of time is still less than 12 seconds. That isn’t a lot of time for you to get the main message across.
Therefore, you need to remember the famous US Navy acronym KISS. KISS is an acronym with many different variations of the words, but they all mean the same thing: keep whatever you’re doing simple as this is always what works best.
Too Much Information Can Confuse Audiences
When you have too much information within an email, you can confuse audiences which can have three significant implications for your email. Firstly, it can mean that readers abandon your campaign quickly without converting. Secondly, it can increase unsubscribe rates as audiences think your campaigns are spam. Or, it might turn active subscribers into inactive subscribers who still receive your emails but never open them.
All of these aspects will lessen key metrics of your email marketing campaigns. This will make it more expensive to conduct email marketing, and make it seem less worthy. However, the issue is not to do with the email marketing system or your audience, but rather your campaigns’ design.
So, here are four ways to ensure you’re not overloading your campaigns with too much content.
1. Keep One Goal In Mind For Your Campaigns
The first things you need to do is to ensure that you’ve got one goal in mind for your campaigns. That one goal should lead to one action that the audience should take. The whole basis of this content should be that one goal and there should be limited mention of anything else than this.
2. Limit Images To One Important One
The next important aspect is to ensure you’re limiting content on an email to one image. There are a couple of reasons for this. Firstly, half of all emails are now opened on a mobile device, so more than one high quality image slows down the rendering of the email and increases the chance of email abandonment.
Another problem is that more than one image can be distracting. You are better placing one image that clearly demonstrates the core message than bombarding the email with lots of images. If you have more than one image to show, then perhaps have the other images on the next step, on the page they have to click through to.
3. Have One Call To Action
When you’re having two calls-to-action on an email you’re going to confuse audiences to what you want them to do. This can mean that some of your audience will not even bother with your call-to-actions and instead abandon the email. Instead, focus all your effort on one click-through action.
4. Too Much Text
Another key issue with email campaigns is that there is too much text content within it. You want audiences to be able to quickly read the content. Research has found that emails with between 50 and 125 words have a higher response rate than those with less or more words in the content.
The key takeaway is clear: less is definitely more when it comes to email marketing. So, look carefully at your campaigns and ensure that you’re not putting in too much into them.
How do you restrict content on your email campaigns? Do you keep emails simple? Does it work?
Let us know in the comments.
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