Every day, 99 percent of individuals check their email. Keeping that number in mind, it's straightforward to understand why email marketing is the preferred method of marketing efforts. What's perplexing is that email marketing ROI might seem to be rather low at times.
A failed email campaign might be perplexing in a world when email opening is such a large part of people's lives, and it raises an essential question:
Where is the disconnect between customers who frequently check their email but do not click on your brand's message?
Consider this before you fully abandon email marketing: 73% of millennials prefer email communication when getting marketing information.
Finally, the issue may not be with the marketing channel itself but the message delivery.
Is email marketing thus extinct? Or is there anything that can be done to improve both the consumer and marketer experience with email marketing?
There is no need to conduct a funeral for email; it is not defunct; it is just out of date.
If your brand's email marketing approach is presently failing to provide a high return on investment, it may be because your plan has not been updated to match how email works today.
Finally, suppose you're not catering to your audiences or not properly measuring and improving your email campaigns. In that case, you're likely losing out on ROI – not because email marketing is dead, but because your approach is out of date.
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To maximize your email marketing ROI in 2020, the following items should be retired:
Practices in Email Marketing That Are "Dead"
1. Subject lines that are impersonal
Email marketing begins even before recipients open the email. Subject lines have the power to create or break an email's open rate, a number that indicates how many subscribers open an email.
A critical component of a successful campaign is identifying the consumer with information that is relevant to their lifestyle. This begins with the subject line in email marketing.
2. Violations of GDPR requirements
In a word, GDPR requires that you get the reader's explicit, unequivocal consent to receive marketing communications. Adherence to the General Data Protection Regulations (GDPR) guarantees that marketing communications are sent in a lawful manner.
GDPR was implemented to reassure customers that their data is secure and handled responsibly by firms entrusted with their personal information. They are opt-in to get emails from companies they are interested in.
This is beneficial for marketers since it ensures that your email campaigns are only distributed to people who have a real interest in your marketing messaging. Additionally, it guarantees that your email marketing communications comply with any laws.
GDPR-compliant email marketing software should be used. Otherwise, it's time to upgrade your software.
3. Using non-mobile-friendly templates
The globe has become mobile in recent years.
Emails that are not mobile-friendly are almost certainly massively increasing your bounce rate owing to a bad user experience. Designing emails for mobile should be a priority because it's so simple to click away from something unpleasant.
Apple's iPhone is the most common means of email opening, followed by Gmail. For some groups, marketing emails optimized for mobile should take precedence over emails optimized for desktop to ensure that desktop-friendly layouts do not turn off the majority of readers.
When creating email designs for organizations that use email automation software, check both mobile and desktop previews. If the template being used interferes with understanding or is just unattractive on mobile, it may be prudent to switch to another.
4. Ineffective email design
We've discussed design briefly, but it's critical to invest effort in creating emails that excite readers.
Emails have become fancier in recent years. Businesses are dipping into exciting email marketing efforts to entice readers with animations, GIFs, and even embedded full-length videos.
Emails with a short load time, prominent call-to-action, and vibrant pictures often perform the best.
There are methods to include useful information into emails without jeopardizing the user experience, and it all comes down to the usage of images.
Consider this - an email message with an emoji in the headline, a stunning infographic, and a few lines of thrilling prose before an enticing CTA is both visually and audibly appealing.
A newsletter with lengthy paragraphs, the same-old design, and a CTA that hasn't changed in years is... uninspiring and will likely cause readers to click away in favor of something more engaging.
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5. Inadequate strategic use of metrics
Metrics tracking enables marketers to identify areas for improvement in their marketing activities. They dissect email subscriber behavior.
Metrics provide marketers with a wealth of valuable information. There has been a lot of discussion around metrics, which is understandable given that measurements drive performance. These are the figures driving the campaign.
Metrics track how many individuals engage with emails, when they do so, who they are, and how long they do so. All of this information is critical for planning purposes since it influences essential marketing choices.
For instance, suppose a marketer who frequently monitors email marketing stats finds a high bounce rate, which indicates that readers are opening emails but not interacting with them. This may be because of several factors, but understanding the bounce rate enables the marketer to condense the places that require modification for the next marketing email.
Metrics save time by informing you of what is and is not functioning. Consider the email program you employ before you begin measuring metrics. Numerous platforms, such as HubSpot's free email marketing software, have built-in reporting and monitoring and details about how data is gathered and analyzed.
Finally, you're not getting results because email marketing is dead; it's because you're email marketing incorrectly. Therefore, before you abandon email marketing entirely, consider how to strengthen your approach in order to compete.
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