In-person marketing has literally come to a stop nowadays due to COVID-19, but marketers are keen to leverage emails now instead. The focus on email marketing strategy and its responsibility has renewed and redoubled in recent times.

Email marketing is now geared towards making the recipient’s lives better in some way or the other. Some businesses demonstrate urgency about taking action from recipients based on their changing needs. Some emails are used to push discounts. Emails have now evolved through into information that the recipient likes to know about, in tone, length and time of their preferences.

An effective email marketing strategy convert prospects into customers and switch first time buyers into recurring customers. One advantage of email marketing is that you simply can automate the whole process. Stepping into someone’s inbox is like being invited to their home for dinner. If they ask you to require your shoes off, you respectfully do so.

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Newsletter by Ronald Serohijos

It’s identical with email marketing-all about expectations. Email marketing remains ranked as the best marketing channel, beating out social media, SEO, and affiliate marketing. Before sending emails, you can also benefit from hiring agencies that deliver competent white label email marketing services. You can check them out.

Here are some smart ways to enhance email marketing strategy and boost business prospects in today’s times:

Use the mobile-responsive template for sending emails

Both small and large businesses now seek to communicate with their intended customers through emails. But they need to optimize the content and brand message for mobile with a responsive design template. Use the template to ensure that recipients can read these emails across device platforms since many of them prefer checking their emails right on their mobile devices.

Change the ‘overly sales-y’ tone

Do not make your emails overly sales-y, or else there would not be any engagement with your campaigns. In today’s times, businesses need to sound genuine through their emails. You can even try an empathetic tone that businesses usually strive for, and will now matter even more now.

More than a numbers game

Do not restrict email marketing to just a numbers game of open and close ratios. Businesses need to respect their intended recipients, empathising with their conditions and shift focus towards nurturing real connections with them.

Stick to Short subject lines

One should keep the email subject lines short and precise – about 4-7 words long. The subject lines should be specific and written in a personalized manner. While brands have found it tough to accomplish this, marketers now utilize tracking tools for assessing the subject lines better. Do not expand on subject length in any way. Adestra, that tracked 900 million emails for its research report, revealed that open rate or clickthroughs suffer when the subject lines are 60-to-70 characters long.

Your unsubscribe rate tells you the way many folks have clicked the “unsubscribe” button at the bottom of your email. If your unsubscribe rate is high in reference to your opt-in rate, then you’ve passed the purpose of building value and writing good copy

Subject lines that are lower than 49 characters and above than 70 characters are generally deemed to be successful. Go long for gaining clickthroughs and keep it short for ensuring high open rates.

Have a Clear Call-to-action button in place

Calls to action are important to marketers, to get prospective readers of emails to take action. They could prompt users to buy online coupons or other things. These CTAs need to be clear with buttons and links making them easy to find for readers. By sharing a selected call to action or benefit to giving your email address, you'll get more people to subscribe.

Opt for a transparent tone

Email recipients value transparency now more than ever, after the pandemic. Their need for authenticity has increased. Businesses, which are authentic and transparent will be straightforward in their tone, and will never mislead the user with empty promises. Readers see through empty claims and will not respond positively.

All email content should be a descriptive version of the subject line. Content should be direct and understandable throughout the email.

Choose the Right Time for Sending Emails

While several quality emails need to be sent during business hours, research reveals that the highest open rates of emails have been when they are sent at night.

Businesses need to focus on the target market when judging the best time to send emails. Experts reveal that the ideal time for gaining the best open rate is between 8:00 p.m. to midnight. The open rate and sales in this time block have had encouraging results. They also succeed since not many emails are sent at night. It all boils down to optimal mailing for meeting customers’ needs. Businesses need to test their emails and their sending times again and again for favourable results.

Author Bio

Chris Donald is the Director of InboxArmy an Innovative email marketing company that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, non-profits, SMBs and government bodies in all facets of their email marketing services and email campaign management services since almost 2 decades. Chris’s success track record covers building email programs at competitive email marketing pricing and using data-driven strategies to turn around underperforming accounts.


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