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Email Marketing – A Powerhouse Channel (When Done Right)

November 16, 2015 Kathy Bryan

Is email marketing a core component of your cross-channel marketing efforts? With its ability to efficiently maintain relationships, nurture along the conversion cycle and boost retention, it certainly should be.

Email marketing can be as simple as sending an email auto responder. But to maximize its performance, you need to consider how to automate it and how people receive, read and respond to email messages today.

Like all marketing channels, email marketing continues to evolve as smartphones become more prevalent and sophisticated. To help you make the most of your email marketing efforts, we recently revised our Email Marketing Best Practices to incorporate tips relevant for today’s multi-screen environment. We’ve included a sample of essential pointers below to whet your appetite, but the full list of best practices can be downloaded here.

Make It Personal

According to a Constant Contact study of emails sent during 2014 and 2015, personalized subject lines can boost open rates by almost 150 percent. And personalization can continue within the message as well. Review your consumer data to determine what can be used for friendly, appreciated personalization.

Keep It Brief

Another study by Constant Contact proved that brevity pays off. They determined that emails with three images or less and about 20 lines of text achieved the highest performance rates. Considering the small screens frequently used to view email messages, this is hardly surprising. After all, on-the-go email access means our attention spans are more limited than ever. Recipients should be able to easily understand the purpose of your message with a fast scan.

Use Preheaders

A Salesforce Marketing Cloud trainer conducted a study on preheaders earlier this year and determined the rules for subject lines apply to preheaders as well. This small snippet of text at the top of your message is visible in the inbox prior to opening the message. Make sure you’re providing a compelling reason for viewers to open that email.

Make the Phone Ring

Email marketing can be a great driver of inbound calls, helping you reach prospects when they actually have time to chat. Dynamic click-to-call (C2C) buttons can be set to render during accepted hours (like when your call center is open) and disappear at all other times. And based on the performance of our client campaigns, inbound calls can amount to more than one-third of all the leads you capture from this channel.

A well-managed email campaign establishes and maintains relationships by delivering the right content to the right people at the right time. For more tips on how to perfect your email marketing, read our new Email Marketing Best Practices, talk to your DMS account executive or contact us via this form.

About the Author

Kathy Bryan

Kathy Bryan is the Chief Marketing Officer at Digital Media Solutions (DMS). In this role, Kathy is responsible for all aspects of marketing and communications for DMS, the leading global martech company leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers.

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