1. Make emails mobile-friendly
What is the first thing you do when you wake up from sleep in the morning? Many people reach straight for their phone. In fact, about 66% of email opens occur on the smartphones or the tablets. If your emails are not optimized for viewing on these devices, then you are potentially missing out on very a huge number of clicks.
2. Test, test, test
Never send anything out without you making sure it is working properly. You’ll have to double-check and be sure your messages look the way you want them to be before sending them to employee accounts. Ideally, you will need to view them on the Outlook.com, Gmail, and the Yahoo, and on a variety of mobile devices before you finalize your drafts.
For more robust testing, you can check out the Litmus, a tool that tests and provides screenshots of your email in the dozens of different email tools.
You should ensure that all your links work, and any personalization and short codes are not failing.
3. More testing!
Beyond the testing of content on different platforms, you should also experiment with different subject lines, the calls to action, and the body text to see what is most engaging to your audience and what they prefer.
Some of the email tools have the built-in A/B testing modules that allow you to compare the results of different versions of your emails, but even if you do not have an access to these, you can still run tests on your own. Try to send your emails on different days of the week or you can try different times of the day to see when you get the best response rate.
5. Track your data
Some of the results may have nothing to do with the platforms and the content. You need to keep a close eye on your data, like how many email addresses were undeliverable or like what time of the day do people opened your message. These tiny details will give you a lot hint about your email’s performance.
If you are making use of the Google Analytics on your website, tagging your emails with a custom campaign tracking can show you the way they are driving traffic to your landing pages and how those visitors in your page behave once they arrive on your site. If you are equipped with this powerful information, you can now really tailor your marketing message to people who will make use of it.
6. Do not overwhelm your subscribers
As you are armed with all these tips, you might just be eager to immediately start sending out as many emails as you can. But you should beware of how often you are sending messages to your list. You do not want to flood their inbox with those marketing messages about everything you offer — they might just get annoyed and unsubscribe.
7. Above all else, provide value
Great email marketing ultimately comes down to the level of giving to your audience something that sticks with them – something that should keep your business on their mind, whether that is an educational information about your industry, an operational messages about your service, or a marketing messages about the products that you offer.
Otherwise, the messages you are sending is just going to end up in the trash.