With the advent of new technologies, Email marketing has been making a strong comeback, with 72% of consumers stating email as being their preferred communication method when it comes to business transactions. We lay down the facts on why your business should not abandon email marketing.

Benefits of Email Marketing

As everyone gets excited about the potentials of social media, people start to forget how important email marketing can be in increasing your ROI. According to Campaignmonitor.com, when compared to the power of social media, Email marketing still produces 174% more conversions and drives $44 for every $1 spent.

It is also a great tool that ensures your message is going out to the right audience and your energy has not been wasted on those who may not care about what you have to say.

“The fast-moving trends get most of the attention. The slow-moving trends have most of the power.”

– Stewart Brand

However, it is not enough to simply send out emails whenever you want. Attention spans have declined over the years, which is why our email content needs to change. Companies need to educate, create stories and brand-made content to share in order to keep customers engaged and not reporting your emails as spam or unsubscribing.

3 Things to look out for in 2019

1. Mobile Optimisation

You’ve probably heard this a million times but adopting a “mobile-first” mentality is key to increase open rates and interactivity. According to Adestra.com, 60% of email campaigns are opened on mobile devices, compared to desktops (10%), which is why optimising your emails for mobiles is important to ensure success for your campaign.

Mobile Optimisation Checklist:

  • Use mobile-ready templates
  • Keep subject lines and preview texts short and to the point – Aim for less than 50 characters
  • Large Call To Action buttons
  • Ensure your click-through links are mobile-friendly

2. Video Content

Video emails see click-through rates that are 96% higher than non-video emails. Videos can take different forms; you can choose to embed brand-made video content or opt for an animated GIF to grab attention or use it to showcase a product.

Dell used an animated GIF in their emails to showcase their new laptop that flips. Giving customers a visual on how the product operates increase in revenue of 109% for Dell. This goes to show that video content is powerful in converting people from subscribers to buyers.

3. Automated Email Campaigns


Abandoned cart example

Email automation is growing in popularity, with around 55% of businesses jumping on the automation train. So, what exactly is automation?

This type of campaign will automatically send your email campaign to individuals when a certain action is triggered. For example, you can set up welcome emails or reminder emails. A form of marketing automation that is particularly powerful for Ecommerce stores is the “abandoned cart” emails.

75% of shoppers abandon their carts after browsing through a website. If you aren’t working to retain these customers, that could equate to a huge loss of sales, which is why sending out automated emails that are triggered by people abandoning their carts are important to ensure those customers return and proceed with the checkout.

Although automation is helpful to send out timely emails, its effectiveness doubles when it is personalised.

4. Personalisation

Including personalisation in your emails increases engagement, customer satisfaction and retention. Using it as much as you can in your emails will increase the effectiveness of your campaign by increasing transaction rates up to six times in comparison to a generic mass email.

One way to personalise emails is to use the subscribers name in the subject line. This grabs their attention and is said to be 26% more likely to be opened.

Email Marketing Best Practices

1. Test email content

Before sending out your email campaign to your full subscriber list, run it through your team and test the email content. This allows for checks on how it looks on different platforms; mobile, desktop, tablets and smart watches, as well as checking to see there are no broken links or spelling mistakes.

Conduct A/B testing on different subject lines and pre-header texts to find what generates higher open-rates. This way, you will have a better idea of what generates more engagements. After a few tests, it should be easier to pin point trends that lead to higher open and click through rates.

2. Track Clicks and Open Rates

Use data that can be attained through sites such as Mailchimp to track clicks and open rates of your email marketing campaign. This gives you an indication of whether or not you should change they style or content within the campaign if click through and open rates are declining.

“Email marketing is all about maximising your open, click and response rates while generating as many leads and sales as possible for a given email campaign.”
– Anthony Brebion (abtasty.com)

3. Build a clean email list

Email scrubbing should be conducted at least a couple of times a year to ensure your mailing list is filled with people who actually want to hear from you. What exactly is email scrubbing? It’s the removal of unengaged subscribers from your email list and checking your data to track how many people have marked you as spam or unsubscribed. This is especially important when it comes to spam because if your emails receive too many spam complaints, the next time you send out an email marketing campaign, it may automatically be delivered to the recipient’s spam folder.

Ensure an unsubscribe link is attached to each email in compliance with anti-spam laws.

4. Avoid Spammy Content

Provide valuable and educational content to your subscribers as this builds trust and engagement between the two parties. Ensure the content in your campaign remains consistent with your brand message and brand image, but different enough that customers feel they are getting more valuable information through emails than social media such as early access to products and downloadable free content.

Mailchimp outlines ways to avoid the spam mailbox:

  • Avoid using all capital letters
  • Refrain from using too many exclamation points
  • Use enticing phrases and avoid gimmicky words and phrases

Even though many e-mail marketing campaigns have ended up in spam or buried deep within everyone’s inbox, the addition of automation and up and coming mobile technologies have allowed for more targeted campaigns. If done effectively, marketers can see a spike in ROI through more personalised and interactive content within these emails.

Struggling to find new and unique content that will make your company stand out? Stay tuned for our next post as we break down the most engaging and click-worthy content for your next email marketing campaign.