Email marketing can significantly increase consumer spending, with a reported ROI of $44.25 for every dollar spent, making it a vital channel for marketers. To improve email open rates, strategies include using targeted lists, personalizing messages, and optimizing content for mobile devices. Marketers should also segment their audience and analyze recipient behavior to enhance engagement and reduce unsubscribe rates.

1. PUSHING THE
e-Envelope
INTEGRATING EMAIL INTO YOUR MULTI-CHANNEL MARKETING PLAN
OH! …And getting your emails OPENED
How Effective is Email Marketing?
Consumers who receive
email marketing spend
83% more when shopping
44%
ROI = $44.25
for every dollar spent
28%
70%
70% of digital marketers see
email as the top medium for ROI
They order
Their orders are
44% larger
28% more often
Email can be up to 20x more effective than other marketing outlets
Why Email?
62%
But it only works
if your emails
are opened
✔ Cost-effective
✔ Versatile
✔ Immediate
of B2B e-marketers
plan to increase
spending for
email marketing
✔ Personal
✔ Trackable
EASY WAYS
Don’t let
your emails
end up in
the virtual
wastebasket!
TO IMPROVE YOUR
EMAIL OPEN RATES
1.
Use a clean list
of TARGETED,
opted-in recipients
2.
Do I know you?
of marketers say segmenting
their email database is one of
their top objectives in the next
12 months
32%
Send from a REAL PERSON
that recipients can reply to
Are you a
human being?
Targeting and segmenting
will increase your CTR
from 3% to 8%
TIP: Create buyer
personas and connect with
them by sending messages
tailored to their wants,
needs and behaviors.
!
3.
4.
6.
5.
Tell ’em what
to EXPECT
What did I sign myself
up for? Before sending your
emails, tell your recipients
what type of content they
can expect and how often
they’ll be hearing from you
Display early
CALL-TO-ACTION
TIP: Display your CTA
near the top so that
recipients can see it
without even scrolling!
info@company.com email
addresses – they will go
straight into the cyber-trash
TIP: Keep subject lines 50
!
of people say they open an
email because of the subject line
!
8.
!
Write a killer
SUBJECT LINE
64%
TIP: Avoid impersonal
characters or less for
maximum impact
Use an attentiongrabbing PREHEADER
This is your next best chance
to give your readers a
preview of what’s inside
and incentive to open!
TIP: Avoid “can’t read this
!
7.
email, view the web version”
or other standard language!
Optimize it
for MOBILE
of all emails
are opened on a
mobile device
78
Don’t forget to
PERSONALIZE
38%
of U.S. email
users will access
their emails via
mobile by 2017
%
Oh, you’re talking to me?
9.
Personalized emails
improve click-through
rates by 14% and
conversion rates by 10%
!
10.
TIP: Use your recipient’s
name in the subject line
or greeting!
69%
GIVE RECIPIENTS CONTROL
over opting in or out,
frequency of emails and
content they receive
of subscribers cite “too many
emails” as the number one reason
they unsubscribe from email
TEST, MONITOR
AND ANALYZE
Study the behaviors of your recipients! What time of day do they usually open
your emails? What links are they clicking on? What are they interested in?
Don’t forget social sharing buttons!
Emails with social sharing buttons have
a 115% higher CTR than those that do not
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Sources:
www.marketingcharts.com
www.econsultancy.com
www.blog.cmbinfo.com
www.forrester.com
www.contentmarketinginstitute.com
www.aquent.com
www.blog.hubspot.com
www.emarketer.com
www.icontact.com
www.blog.getresponse.com
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