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Making the Most of Your Email Marketing Campaign

Before we discuss techniques to optimize your email campaigns, here are some statistics on email and email usage patterns that may open your eyes to the importance of making the most of your email campaign.

  • 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. (ChoozOn)
  • When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. (Nielsen Norman Group)
  • Mobile matters: 41% of emails are opened on a mobile device. And 23% of readers who open an email on a mobile device open it again later. (Campaign Monitor)
  • 91 percent of US adults like to receive promotional emails from companies they do business with (MarketingSherpa, 2015)
  • Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers. (McKinsey, 2014)

Given these statistics, it is clear that email marketing has some significant advantages.  Lets look at some of the key benefits and practical methods for  this marketing strategy.

  • Email Marketing is amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two. If your marketing budget has taken a hit in the past few years email may be an excellent source to convert viewers into consumers.
  • Email newsletters are a good reminder to consumers about your services at the same time allowing your company to promote a new product, link to business workshops, a call to action, or articles that will keep your viewers informed.  This increase in communication and added information can make your company stand out as a good value.
  • Emails can help build your brand.  Your businesses logo, tagline and purpose should be front and center to remind people who you are and what your stand for.  Each subject line should not only include information about your company but also catch the readers attention so they feel compelled to open the email and read.
  • Emails can make consumers act.  Make sure your call to action is big and obvious. Make it clear and simple to click on the icon to opt in to whatever you are asking consumers to do.
  • Be mobile ready.  Since so many people read emails and reread emails on their mobile devices be aware of what your email will look like on a smartphone.  Use responsive design to make sure viewers can easily read while mobile.
  • The old adage that a picture is worth a thousand words is very true with email.  Use custom photography to show instead of tell about your latest news and products.

For more information of starting your email campaign here are two sites to examine-

Constant Contact

EmailChimp

About Mike Sperling

Mike is the Founder and Director of Sperling Interactive. Mike’s keen eye for photography, extensive technology skills and innovative marketing ideas make Mike a leader in the website design and management field. He is proficient in html, css, php, javascript, MySQL and the Adobe Design Suite. Before founding Sperling Interactive, Mike worked his way up from staff photographer at the Eagle Tribune Publishing Company to the lead operator and manager of multiple websites for daily and weekly publications. Known as the “media guru”, Mike gathered years of experience before making the leap to start his own business. He graduated from Rochester Institute of Technology with a BFA in Photojournalism and a minor in Mass Communications. When Mike is not meeting with clients or designing new websites he enjoys spending time with his wife, Jodi, daughter Zoey, and son Camden. Mike enjoys hiking, geocaching, traveling, movies, the Baltimore Orioles & Ravens.