8. Make emails mobile-friendly
What’s the first thing you do when you wake up in the morning? Many people reach for their phone. In fact, 66% of email opens occur on smartphones or tablets. If your emails aren’t optimized for viewing on these devices, you’re potentially missing out on a huge number of clicks.
9. Test, test, test
Never send anything without making sure it’s working properly. Double-check that your messages look the way you want them to be by sending them to employee accounts. Ideally, you will view them on Outlook.com, Gmail, and Yahoo, and on a variety of mobile devices before finalizing your drafts.
For more robust testing, check out Litmus, a tool that tests and provides screenshots of your email in dozens of different email tools.
Ensure that all your links work, and any personalization shortcodes aren’t failing. Sending mass emails without double-checking the content would be like turning up to a business meeting having chosen your outfit in the dark. If it goes wrong, you’ll look foolish and unprofessional.
10. More testing!
Beyond testing content on different platforms, you should also experiment with different subject lines, calls to action, and body text to see what is most engaging to your audience.
Some email tools have built-in A/B testing modules that allow you to compare the results of different versions of your emails, but even if you don’t have access to these, you can run tests on your own. Try sending your emails on different days of the week or different times of the day to see when you get the best response rate.
11. Track your data
Some results may have nothing to do with platforms and content. Keep a close eye on your data, like how many email addresses were undeliverable or what time of the day people opened your message. These tiny details will tell you a lot about your email’s performance.
If you’re using Google Analytics on your website, tagging your emails with custom campaign tracking can show you how they are driving traffic to your landing pages and how those visitors behave once they arrive on your site. Equipped with this powerful information, you can now really tailor your marketing message to people who will use it.
12. Don’t overwhelm your subscribers
Armed with all these tips, you might be eager to start sending out as many emails as you can. But beware of how often you send messages to your list. You don’t want to flood their inbox with marketing messages about everything you offer — they might get annoyed and unsubscribe.
13. Above all else, provide value
Great email marketing ultimately comes down to giving your audience something that sticks with them – something that keeps your business on their mind, whether that’s educational information about your industry, operational messages about your service, or marketing messages about the products you offer.
Otherwise, that message is just going to end up in the trash.
This is just the beginning
Like most marketing efforts, becoming successful with email marketing is a process. It’s a combination of good planning and analyzing data to make improvements to your campaigns, but the only way to learn and improve is to get out there and start emailing!