Let’s be honest. Most of us suffer from inbox overload, and filing through dozens of unwanted emails is just added stress. Nearly 105 billion emails are sent each day and this number is expected to reach 246 billion before 2020. For some, email campaigns are great at providing information directly to the consumer. However, for those sending multiple emails a day, it can easily get sent to spam. Here are some tips on how to receive and retain the attention your emails need to survive an inbox purge.
Only send important emails
Newsletters are no longer making the cut. No matter how interesting the subject line may be, studies show daily newsletters have the lowest read rate among campaign types and contribute to faster unsubscribing rates. Send emails twice a week, at most, to avoid pestering readers. Keep them interested by showing them what has changed since the last email. If emails include new information about the company or a new promotion, people will engage with the content more.
Keep it short and simple
Long emails filled with clutter will guarantee your email a spot in the consumer trash bin. Since simple structure gets the most clicks, always use clean lines and sharp images make emails more appealing. Write out short, well-defined, pieces to engage your audience. Don’t make anything long or confusing for them. Insert multiple links in your email directing readers to your site; this will keep their attention on your company. Most importantly, make all emails optimized for mobile devices. 72.9% of 18-24 year olds use their phones to check email; therefore, it’s essential to keep emails formatted for mobile users.
Make it personal
Emails with personalized data get the most interaction. Instead of writing “dear subscriber” try using the reader’s name. Personal emails like birthday promotions, post-purchase feedback, and welcome messages receive more attention than any other type of email campaign. Narrow down the general clutter in emails by sending recommendations based off the reader’s past interests. This will give the consumer a greater reason to read your emails.
Most importantly, know who your readers are and what made them originally interested in your company. Keep all emails closely related to each other and experimentation at a minimum. Ask yourself if the emails you send are worth reading; if you don’t want to read them, you can’t expect others to either. By incorporating these methods into your email marketing campaign, your emails are sure to be hit with the audience you’ve worked so hard to build.