Email marketing is changing. With an increasing number of people reading commercial emails on mobile devices, there has been a shift in how they react and engage with email messages. Before we explore how to take advantage of this behavioural change, it is important to understand what the current picture is with regards to email’s effectiveness in order to have a benchmark for comparing results.
A recent study by Sign Up To (2014 Email statistics) has shown that average results for UK SME email marketing campaigns (across all industries) are: open rate 22.87%, click through rate 3.26%, un-subscription rate 0.53%, click-to-open rate 14.25%. These stats show that email is still a great tool to reach existing and potential customers. So what are the top tips to improve open and click through rates?
Recent research by Litmus showed that 80% of users delete an email if it doesn’t display correctly on their mobile device. If you take into account that over half of emails are read on phones or tablets, it is now a great time to invest in a responsive email solution.
Emails that allow for personalisation by including the recipient’s name as well as personal recommendations get higher click through rates.
Add a video
According to Mist Media, embedding a video in your emails can boost click through rates by up to 90%. Embedded videos will also increase sharing and forwarding of the email by up to 41% (Source: The Relevancy Group). Last but not least, video has also a positive effect on conversions and can increase them by over 24%. As one of the top branding and design agencies in the UK, Beyond has produced great campaign strategies for clients using video and can advise you on how to use this tool to increase your customers’ engagement on email and on the web.
Work on the subject line
38% of people who open an email newsletter on mobile devices stated that they did so because they were interested in the subject line. It also seems that shorter subjects lines of less than 50 characters increase open rates significantly. It is worth working with your digital agency or branding company in order to come up with a list of subject lines that will complement your campaigns’ objectives as well as increase open rates.
Include more links
According to MailChimp, featuring more links in your email content will result in more clicks. Do not hesitate to link to various relevant sections on your website or blog to boost traffic from your email campaigns.