Email marketing is a tried and true way to reach a large number of customers. According to the marketing firm Campaign Monitor, email marketing has been the strongest driver of sales leads across dozens of industries for 10 years in a row. What’s more, for every dollar spent, email marketing generates $38 in ROI and has the broadest customer reach, far greater than social media channels alone.
But don’t run off to design your next email marketing campaign just yet. First, read a few tips from the experts about what to check — and double-check–before you hit “Send.”
Test on Mulitple Clients & Multiple Devices
Perhaps the greatest challenge to an email marketing campaign today is the sheer number of email clients and the vast array of devices people use to view them. Your emails need to look good not just on Gmail, Outlook, and iOS, they also need to display properly on every device from a 20-inch desktop to a 4-inch iPhone screen. To accomplish this dizzying feat, you need to choose a strong email marketing service that gives you mobile-ready templates and the ability to preview them on a wide variety of devices. Not sure who those services are? Take a look at some of the top-rated solutions for small businesses here.
Shorten Your Subject Line
Although some of your clients will be reading your email marketing messages on a Mac or PC, it’s a virtual certainty that just as many will be viewing them on a mobile device. In fact, email open rates on mobile grew 30 percent between 2010 and 2015, and mobile use is growing stronger every day.
What this means for your email marketing campaign is that shorter subject lines are critical. You don’t want your carefully crafted message trailing off the page! But how long is too long? As a rule of thumb, keep your subject line under 30 characters and it will display correctly on every mobile device.
Optimize Your Preheader Text
Preheader text is the line of text that shows up directly below the subject line. Smart marketers use it to add important information that encourages the recipient to open the mail. Here’s one example of a strong subject and preheader text combination that draws the reader in:
“How to Make the Most of Today”
And let go of yesterday for good!
But just like your subject line, your preheader text won’t be effective if it trails off the page. Mobile devices vary as to how many characters they’ll display. The longest is about 90 characters while the lowest — on Windows mobile — is 40. So keep your preheader text to 40 characters or less to make sure it displays properly on every device.
Proofread your Content
Spelling and grammar errors are the easiest mistakes to rectify, and the ones that most often fall through the cracks. And when they do, they make your email look careless and unprofessional, and send your customers the message that you’re careless about other matters too.
To keep errors to a minimum, create your emails using software that offers both spell check and grammar check (like Microsoft Word). Or use the free Grammarly app. Just upload your text to see any spelling mistakes, punctuation errors, and grammar errors immediately. Grammarly will make suggestions about how to fix them, too.
Check Your Links
This may sound like a no-brainer, but when you’re caught up in crafting a killer message and a stunning design, it’s easy to forget that the purpose of the email is to drive traffic to your website or landing page. And that won’t happen if your links don’t work.
Track Your Success
Lastly and perhaps most importantly, after you launch your email marketing campaign, be ready to monitor your results Choose an email marketing service that lets you track open rates, bounce rates, click-throughs etc. so you know if your message is getting through. Then make adjustments to your message and design accordingly.