If you want to take advantage of a tried and true way to not only drive new sales, but also increase repeat purchases from existing customers, then your business needs to engage in email marketing. While this form of marketing may not get as much attention in the tech press as social media, that doesn’t mean it’s less effective. On the contrary, in almost all cases, it’s actually far more effective.
Since there are a lot of different variables that impact the effectiveness of email marketing, this list will help you focus on the ones that will have the biggest impact:
There are actually two parts to this element of successful email marketing. First, you have to know what time of the day is best for sending
emails. As with everything on this list, you’ll always get the best results from testing and refining. However, since the goal is to help you get started on the right track, it’s worth using general rules of thumb as your starting points.
Research has found that you’ll get the best results from sending out a blast between 2 and 5 PM. The second element is the day of the week when you contact your list. While Tuesday or Thursday can work well, depending on your business, you may actually get the best results from emailing on Saturday or Sunday.
You’re obviously not the only business sending someone email. As a result, you want to make sure that you stand out in their inbox. One of the ways to do that is by creating strong subject lines. By being clear and descriptive, you can pull more subscribers into reading your emails.
While you don’t want to annoy recipients, you also don’t want them to forget about your business. Keep in mind that the ideal frequency will also depend on the type of emails you’re sending. For example, if it’s a free educational series for prospects, an interval of 5 or so days is probably going to work best.
Emails aren’t tweets. As a result, you don’t want them to be super short. On the other hand, just because someone’s in their inbox doesn’t mean they want to read a novel. In order to get the most out of email marketing, you need to find a balance that’s long enough to hook readers but short enough to prevent them from losing interest.
Of all the tips, this one may be the most important. The reason is you can do everything right, but if you don’t get recipients to take action, it’s not going to have an impact on your bottom line. In order to move the needle, you need to have a call to action that tells them exactly what they should do once they finish reading.
Brian Waraksa is president of www.RaxaDesign.com, a Houston web design agency. Feel free to follow Raxa Design on Twitter.