Email marketing has taken the digital advertising industry by storm. Now more than ever before, companies are turning to email marketing to better reach their ideal target market. Whether you’re looking for ways to improve your email blast’s results or you are considering if your business should begin an email marketing campaign, use our best practices below to improve both click through rates and ROI.

How to Boost Your Email Marketing Performance

1. Create an Intriguing Subject Line

The subject line is one of the most important elements of an email blast. No matter how great the content of your email blast is, no one will see it if your subject line is boring. You want to create a rapport with your email subscribers so they are more inclined to open future emails. When creating a subject line, you need to figure out how to inform your subscribers of what’s inside, while also catching their attention. Think of how many email lists you are subscribed to and which ones you actually open. Chances are, you open email blasts because you either are a long time supporter of the brand or because they caught your attention. Be sure that your subject line does not come off as spammy though, as that could lead to lots of people unsubscribing.

2. Improve Click Through Rates with a Call-To-Action

In terms of what you want to get out of your email blast, the Call-To-Action (CTA) is the biggest key. There are many different CTAs and the one you should use depends on the content in your email. For example, if you’re in the retail industry and your biggest goal is to sell your products, a perfect CTA would be “Shop Now.” However, maybe you are a plastic surgeon and you have a new procedure you are offering. In this instance “Shop Now” wouldn’t be the way to go. Your target market is going to want to learn more about the procedure before they schedule their appointments. Instead, a CTA along the lines of “Learn More” would be more appropriate.

3. Come Up with an Incentive People Actually Want

People love incentives! How many times have you seen something that says “Subscribe now and get 10% off your next purchase” or “Subscribe now and get a free product?” Incentives are vital to grow your email subscribers and are extremely effective. The type of incentive you want to use to entice people to sign up for your email blast is entirely up to you. Just make sure it’s something people actually want. You’re not going to get many people to sign up if the incentive reads “Subscribe now for unique content.” Of course an email blast is going to have unique content! If it didn’t, why is it being sent out in the first place?

Image via Ricciardi Brothers

4. Figure Out the Right Frequency

The number of email blasts you send out on a monthly basis can impact your subscribers tremendously. If you don’t currently have an email blast, it is recommended that you start out at a minimum of one email per month. At the very least, this will allow your business to stay top-of-mind among your consumers. This also proves to your consumers that every month new and exciting things are happening with your company. If they were to opt out and unsubscribe, they’d be missing important news, sales and other updates. The ideal number of emails sent out per month will depend on the industry you are in. Make sure you are tracking your emails so you have a baseline of data. You will notice different trends with your engagement and click through rates, which will help take your email marketing campaign to the next level.

5. Content is Key

Last but certainly not least is content. Content, similar to your subject line, is what makes or breaks your email blast. Yes, your subject line is critical because it makes people open your email. Now that you got your consumers engaged, you have to keep their attention with your content. Each email you sent out should have one focus. Having too many CTAs in one email blast will lower your engagement and click through rate. Always think: “What is in this for the consumer? Why should the consumer interact with this content?” When looking for content to fill your email blast with, be sure to include a healthy mixture of articles, videos, and special sales (to keep them wanting more). Keep industry trends in mind, and subscribe to other company’s email blasts in your industry to come up with creative ideas.


Start Your Email Marketing Campaign Today

If you need assistance with setting up your email marketing campaign, look no further than Today’s Business. Being experts in the digital marketing industry, we can help you boost your business with email marketing, social media, SEO and website development. For more information, please contact us today.