If this question had been asked about 10 years ago, when businesses were racing to create engaging apps to both attract and retain customers, the answer might have been that email will see a decline as businesses switch their attention to more direct forms of communication like push or on-site notifications.

​In fact, studies have shown that email is still an important part of the overall marketing mix. In 2017 the world had over 3.7 billion email users which increased to 3.8 billion in 2018 and, according to Statistica, by 2022 there will be over 4.2 billion email users.​

So, people still see email as an important part of their lives. This is great news for marketers since email is a low-cost channel and, if used in the right way, can be profitable. According to Return Path in 2018…

“Email continues to be the number one digital channel for ROI.”

In another study conducted by the Data and Marketing Association (DMA),

“Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search.”

For comparison, the next highest median returns are for social media with an ROI of 28% and direct mail with an ROI of 27%.

With this in mind, we have created 5 tips for effective email marketing

  • 1. Personalise your emails

Leverage the data you hold on your customers to personalise your email marketing. Adding your customers name to email can work to drive clicks but don’t stop there. Personalise the content of your emails from the products they see to the content they read to really drive engagement.

  • 2. Subject lines and preheaders

Take time to think about your subject lines and preheaders. It can be tempting to quickly write these but it pays to give yourself time to think it through. An effective subject line enables the recipient to understand the purpose of your email in up to 5 seconds. A strong subject line uses 3 to 5 words but it is also acceptable to use up to 12. Also consider testing your subject line and preheaders to build a better understanding of what works for your audience.

  • 3. To send or not to send

This can vary depending on audience expectations, product, service or campaign so it is important to take the time to understand your audience and their needs. Making regular contact with your audience is important to keep your brand front of mind, so ideally you should send emails at least once a month, but don’t send an email just for the sake of it. Make sure you send an email when you have something good to say.

“Ensure the content is useful and relevant”

Don’t send too often and don’t be aggressive or you will see an increase in unsubscribe rates.just for the sake of it. Make sure you send an email when you have something good to say.

  • 4. Call to action and landing page

Your call to action is crucial for a successful email. Think about what it is you want your audience to do, how to do it and why. Make sure you have multiple and noticeable call to action buttons running throughout the email and ensure they are mobile optimized. The landing page you direct your audience to must be on point and tie into the content of your email. Use it as an extension of your email. If your landing page does not tie into the theme of your email it could cause confusion and will lead to low session times and an increase in page bounce rates.

  • 5. Strive for strong email design

The design of your email is extremely important in supporting engagement. Responsive templates, clear CTA’s and user-friendly templates are expected by todays audience. Incorporating company branding and logo will make your email more inviting. Emailgeeks have designed successful email templates for one-off small-scale campaigns to permanent and frequently used email activity for both small businesses to some of Europe’s biggest brands across both B2B and B2C sectors. Contact us today for further information.

If you’re looking for more advice on email marketing, check out our other blog posts. Need help from an email marketing expert? Find out more.

Dan Roylance

Global CRM Manager

Distrelec Ltd