Did you know there are 3x more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than on Twitter?
Email should be an important component of every digital marketing plan because of its effectiveness in driving conversions and building brand loyalty.
The key to establishing the correct goals for your email marketing initiative is to align them with your company’s wider marketing goals & KPIs. Is the goal to drive new signups for your product? New leads for your sales team? More attendees for your event? More donations for your cause?
Email marketing is the single most powerful channel to reach your audience, and it can be used to achieve a number of different objectives, so it’s worth spending some time thinking about what you want to achieve with it before jumping in.
It’s likely that your email campaigns aren’t the only interaction your subscribers are having with your business. In fact, your subscribers probably visited your website or social media page to sign up for your email.
Because of this, it’s important that your email campaigns are aligned with the colors, fonts, and branding you use across all your other customer touchpoints so that your customers have a consistent experience with your brand.
To drive your subscribers to click through from your email campaigns, you must make it as easy as possible for them to do so.
According to our research, 41% of email opens are happening on mobile devices, so if your campaigns aren’t optimized across all devices, then there’s a good chance you’re making it unnecessarily difficult for your subscribers to convert.