Email Marketing
Best Practices for Email Marketing in 2017
February 1, 2017

At least 3 leading research firms have predicted that 2017 will observe further rise in the popularity of email as a marketing channel. Email Statistics (2015-2019) Report by Radicati Group reveals that 225.3 billion emails will be sent every day this year (2017), which is roughly 6 percent more than the number of emails sent/day last year.

And the most obvious reason behind this growth is people’s love for emails!

Majority of consumers (72 percent) still rate email as their first choice to receive promotional contents whereas 17% prefer to receive it via social media (Marketing Sherpa).  Email checking is number 3 habit of smartphone users as 61 percent of them check their emails more than once a day.

That’s why businesses are relying more on email for marketing and engagement.  Companies that follow email marketing best practices earn over 3200% return on investment, making it too attractive channel to ignore.

However, the percentage of campaigns/marketers that earn this much return and positive results is quite low. A great majority of marketers do not foresee the future and trends, resulting in negative performance.

Since it is start of the New Year, it’s the perfect time to analyse the trends ahead and plan your marketing campaigns accordingly.

LeadSparrow’s researchers have conducted a thorough study and developed a list of trends to help you do better email marketing in 2017.

Here’s the list!

1. Personalization – Customize Everything

Personalized email marketing is not a new concept but it is widely confused one. A lot of marketers and companies believe that personalization is all about segmentation and adding branding elements to the emails.

While we do not negate the importance of segmentation in modern campaigns, there are a lot more areas that you can apply customization to. One such element is covered in the previous blog post, where we explained sender names best practices to give you a starting point in email personalization.personalized-email-marketing

Why Personalize Emails?

  • Personalized emails receive 29 percent higher (unique) open rates
  • Customized email deliver 6 times higher transaction as compared to non-personalized email campaigns. (Experian)

To ensure your success ahead, workout on your branding and marketing strategies to ensure that all outbound communications are consistent, to-the-point, and personalized. Learn to employ dynamic content and fields – they are very handy in adding personalized touch to the templates.

2. Readability – Help Them Read It

The biggest challenge for businesses is to manage their open and click-through rates. This turns even more complex when your subscriber base turns bigger. On the recipient’s side, there is also a challenge – cut through the clutter and maintain focus on the most valuable thing.

This is exactly the marketers’ challenge and widely discussed last year. Therefore, readability will be in the top of their agenda in the year 2017.

Why Readability is Important?

Readability allows your busy subscribers to take note of the most important information in the email as soon as they get the message. This will ensure that instead of opening the email and seeing a messy set of text blocks, they just get your message – read it and click on CTA.

You can ensure readability by doing something like – the following list.

  • Catch attention by opting for short sentences and paragraphs
  • Use descriptive or interesting headlines that summarize the whole point
  • Use images and whitespace appropriately
  • Place CTA at the proper (noticeable) place

3. Soaring Mobility – Put Mobile First

Mobility is the future. In today’s mobile work environment, importance of adopting a mobile-first approach cannot be overstated. We not only have to adopt mobility for organizational and security purposes but also for marketing sake.

According to IDC, 54 percent of emails are opened on a mobile device. Therefore, it’s vital for email marketers to ensure mobile friendliness of their templates, content, and the landing pages.

We’ll see a more assertive mobile-first strategy in email marketing circles. Therefore, you must develop a mobile first strategy across the touchpoints.

4. Segmentation – Treat Each List Separately

Segmentation is not sending the same message to all subscribers. Instead, customizing every list as per the subscribers’ unique needs, status in customer journey, and objectives.

If you’re able to segment your subscribers/database as per their online behaviour and needs, the chances of conversion go high. Segmentation can be done on the basis of type of emails they open, type of links they open, their age group, their industry, and time zones.

In 2017, we’ll see more stress on sending the right message to the right set of subscribers at the perfect time.email-marketing-statistics-2017

5. Animation & Videos – Add Visual Appeal

A 2015 study showed that adding a video to your email message or landing page increases the conversion chances by 300%. We are expecting the trend to be more rigorously followed ahead, but with a little difference.

Marketers may change the need and type of content – something like a shift from video to animation or maybe a combination of both.

Researchers at Marketing Profs claim that 72% of marketers who used cinemographs or animated gifs in their emails messages received higher clicks.

6. Content Placement – Play with Call to Action

Some experts recommend playing with your CTA – in terms of their content as well as their placement area. While they didn’t ignore the importance of ease-of-reading in motivating conversions, placement of certain elements (like CTA) at a more prominent area has proven useful.

According to a series of experiments, experts at AWeber agree that placement of call to action at the most noticeable place – like the top of a page, is very effective in driving conversion.

To boost your click-through rate in 2017, try to do multiple experiments with contents and placement of CTA.

How to do this?

The best way to measure this is A/B testing. If you are subscribed to some good email marketing platform like LeadSparrow, you must have access to A/B testing tool (If you don’t have it in your email system, try LeadSparrow’s all tools for Free).

All you need to do is: Develop two separate campaign and send to your subscribers. Once the campaign is over, collect the insights and then compare the analytics of both campaigns.

The year 2017 has brought a number of great opportunities for your business and you can capitalize on those opportunities by adopting the best practices.  Go ahead with your email campaigns and engage your subscribers with some interesting, well-written, and beautiful emails.

Good Luck!

  • Todd

    Do you have examples of successful Video in email? I have tried a couple times, but the functionality is not available on most browsers.

    • @disqus_9MloNCIq1q:disqus, most famous email client (Gmail, Yahoo) does not support videos in emails. But services like viwomail.com (though a bit costly) allows you to make a gif out of your video and add it to your email. Best way to handle video is to attach the screenshot of it in your email & link the image with relevant video url.

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