Though decidedly un-trendy in 2016, email remains an effective online channel through which to entice and convert potential customers. In fact, people who buy products via email marketing spend 138% more than people who don’t receive email offers.
For marketers who want to improve the effectiveness of their email campaigns, it’s important to look at each individual aspect of your emails. Below, we share proven ways to optimize your emails and increase your chances of converting readers to customers.
How to Optimize Your Email Marketing
Loading speed and overall design impact the viewer’s perception of your offer. According to a study by Radware, web users allow web pages an average of three seconds to load before they click away to another page. And what’s more, no one wants to read an email that looks like an unnavigable mess. Here are some design optimization tips for avoiding these hazards:
- Reduce your photo sizes to decrease load time using services like JPEGMini and FastStone.
- Optimize for mobile users by increasing the size of CTA links and CTA buttons so that they’re 45 to 75 square pixels. This makes them large enough for mobile users to tap.
- Choose just one or two colors. The fewer colors you use, the cleaner your email will look.
Did you know that 35% of email recipients open an email based on the subject line alone? Use these tips to improve the subject lines of your marketing emails:
- Use the recipient’s name in the subject line—personalization adds rapport with the reader.
- Split test subject lines when possible to see what works best for your audience.
- Use time-sensitive language to evoke a sense of urgency. E.g., “Available Today Only” or “Offer Expires in 24 Hours.”
This is the meat of your email. Our optimization tips include:
- Emphasize benefits. Any good copywriter will tell you that winning conversions with your email body content comes down to emphasizing the benefits of responding to your offer.
- Add relevant images to make your email more eye-catching.
- Make your email easy for readers to scan quickly by using subheads and bulleted lists.
After all of the other elements of your marketing emails have been addressed, it comes down to your call-to-action (CTA). Here’s how to optimize your CTA:
- Focus on the primary aim of the email. What action do you want the reader to take?
- Create a CTA button or link that contrasts with the background to ensure that it stands out.
- Keep CTAs above the fold so that readers don’t have to scroll to find it. In the email below from The Knot, you can see the “Shop Now” button without having to look for it.
Source: The Knot
Since 91% of email-using adults check their email at least once per day, it’s important to take every opportunity to optimize your email marketing. We hope these tips will help you jumpstart the email optimization process and boost the success of your campaigns.