Effective Email Marketing Trends
I was at a Constant Contact training last week and they shared some findings about what makes email newsletters effective. Email marketing is still considered the most effective online marketing tool, more effective than social media!
Constant Contact are a large company and they spend a lot on researching the latest trends on email marketing so it’s worth taking note of their findings and I wanted to share with you 5 things I learnt about the most effective and engaging emails that are simple to implement.
- No more than 3 articles – even better, just 1.
They discovered that the best engagement comes from including just 1 article. That means no intro welcoming message, just straight into what you want to say. Any more than 3 articles, and the engagement drops off dramatically. What if you have more than 3 articles to share? Send out more frequent newsletters!
- Always include an image – no more than 3
Anymore than 3 images and the email starts to take too long to download at the recipient’s end and no-one likes hanging around for images to download, which means they’ll likely delete it.
- Always include a call to action – but no more than 1
And make sure the call to action is above the fold, i.e. can be seen without scrolling down. A call to action should be a link/button to click for further information (or book/register for an event etc)
- Never use ‘NEWSLETTER’ in the subject heading
It creates no sense of urgency to open your newsletter there and then. It’s also a waste of valuable subject line space. Far better is to use the subject line to tell the recipient what they can expect to learn by opening your newsletter, because then they’re more likely to open it there and then, which is what you want.
- No more than 20 lines of text
An ideal article in a newsletter should have no more than 20 lines of text. Which is a great excuse to have the rest of the article on your blog and a call to action on the newsletter to click through to read the rest of the article. The bonus of this is, you’ll be able to tell from your reports how popular the article was from the click through rate, which will tell you whether to write more about it, target those people who clicked through with more about that topic including your services and products related to that topic, which means you haven’t bothered the people on your list who haven’t shown an interest with further emails on that topic, only the people who have. And if the article sits on your blog, that is more juice for your social media posts and SEO likes it too.
There you have it. 5 simple tips to improve the success of your email campaigns. Which ones are you going to try out? Please comment below, I’d love to hear from you.