30-Second Summary:

  • Effective email marketing techniques can increase your website return rate by 70%.

  • 76% of customers prefer simple, skimmable, and easy-to-navigate designs for emails.

  • Visual illustrations in emails can increase user interaction by 323% and help 65% of recipients retain information for more than 3 days.

  • Most effective email marketing campaigns, including The Times, use precision timing across time zones to boast an open rate of up to 70%.

  • Re-engage inactive audience in small batches of 10 and archive stubbornly inactive email addresses.

 

Marketing and advertising emails influenced the buying decision of 50.7% of customers in 2021. 37% of marketers responding to a survey named email the most effective channel for building and maintaining customer loyalty and retention. This makes email marketing quite an indispensable tool for business success.

Why Do You Need An Email Marketing Technique?

Basically, when visitors engage your website, there is a 70% chance that they may never return.

The more often this happens the more harm it causes to your overall goal of active website engagement and ultimately affects sales. Email marketing solves this problem. But, how?

When a visitor engages your page for the first time, they could be prompted to drop their contact information, including email addresses. With this, you can reach out to them, regardless of their active or passive engagements.

You can send enticing offers and notify them of new product offerings. Furthermore, you can inform them of new information published on your website and motivate them to return through links and buttons incorporated into the emails.

Overall, you need an effective email marketing technique to improve the quality of your leads and eventually generate more sales. Interestingly, there are several techniques that you could implement to make this happen.

Business hand touch Email Marketing Concept

Effective Email Marketing Techniques to Try

There is the good, the bad, and the ugly phase of email marketing. From the lead collection, sorting, and closing email marketing can be a rollercoaster experience. These techniques will help you maximize results (the good) while minimizing the tedious process and ugly downturns.

Work your email designs

Plain emails are cool but visual aesthetics can transform your marketing campaign into a huge success. Study shows that 38% of your recipients would stop engaging with your email and, ultimately, your website if your email layout is unattractive.

However, email designs need to be worked out carefully. An effective email design contains the key elements. I strongly suggest that every part of your email design serves an essential purpose. You should consider removing any element that isn’t serving a primary purpose.

Maintaining a minimalistic approach with your email designs makes it easy for recipients to navigate the emails, maintain focus when reading, and minimize distractions. Moreover, a HubSpot study found that 76% of consumers consider minimalistic design as an important component of effective email campaigns.

Interestingly, you don’t have to be a genius designer to work out a simple, dashing design for your emails. Some of the best email marketing solutions offer customizable design templates with which you could begin your emailing adventures.

Build for responsiveness

A majority of email marketing experts work on their PC. It’s easy to forget the fact that most of your recipients are on mobile. As a matter of fact, more than 2.2 billion consumers actively use mobile email apps. And currently, more than 85% of all emails are opened on a mobile device.

With email campaigns built via desktops, the mobile interface may get distorted. In some cases, mobile devices compress the design to fit the screen, making the characters too small for recipients to read. Not a lot of customers will go through the pain of zooming and squinting just to read your email.

However, having 85% of your recipients skimming through their mobile phones doesn’t negate the relevance of desktop and tablet users to your business. You must equally keep them in mind when designing your email campaign.

The best bet is to adopt a responsive layout. It’s a one-size-fits-all approach to email marketing. That way, your recipients don’t need to zoom and squint whether they are using mobiles, tablets, or desktops.

Precision timing

I’ve spent the past few months on the darker part of the Atlantic Ocean, in a time zone that is 5 hours ahead of the American East Coast. Still, like I did while on the East Coast, I receive the New York Times’ morning brief at exactly 6:01 AM and the evening brief by 7:00 PM (local time). Among other things, this precise timing across time zones is why The Times boasts an email open rate of 70% when the rest of the industry is pirouetting at 38.5%, according to reports from MailChimp.

If you have a very diverse target audience, you could implement time zone-focused timing to reach your audience when it really matters. Good email marketing solutions have a time zone-specific email distribution feature. If your chosen provider doesn’t have this feature, you can improvise. Segmenting your email list by time zone will be a good alternative. Then, you can set up your emails to send at just about the right time.

Incorporate email Drip campaigns

Depending on how far they’ve come down the sales funnel, every customer needs to be addressed in different ways. And, let’s face it, it is exhausting to follow up on several customers that are acquired at different times. As a solution, you can automate an email drip campaign triggered by the customer’s interaction with your website and previous emails.

For example, a previously opened email can trigger a follow-up email. In the same vein, emails not opened after 48-72 hours can trigger a reminder email. These Drip emails can increase your sales by as high as 80% at 33% less expense.

Use visuals to improve experience and retention

When people read or hear information, there’s a 10% chance that they will remember it three days later. Interestingly, this rate of retention spikes when visual representations are incorporated into the information. According to Brain Rules, the average human retains 65% of the information in your emails when you use relevant images to reinforce your message.

Considering the fact that 23.7% of marketers have a problem deciding on the right imagery for their campaigns, you have a big chance of standing out of the crowd and keeping your audience engaged long-term.

Furthermore, if you create products, like Salesforce, that are process-intensive, you can use interactive visuals alongside Drip email campaigns to engage your audience. In fact, when you use visual illustrations and imagery, your recipients will interact with your products 323% better than other brands that use only words.

Re-engage inactive audience

Very often, email audiences can go AWOL for some reason or no reason at all. Some may even unsubscribe from your list. When this happens, you should send interesting offers to these audiences to try to engage or convert them.

By definition, inactive audiences are part of your mailing list that, although their email addresses are correct and active, haven’t opened or read your emails for an extended period.

To effectively re-engage inactive audiences, you need to first sort your list for inactivity.

  • Define the duration that qualifies a subscriber as inactive (e.g. 3 months).
  • Segment them according to their period of inactivity
  • Create a re-engagement campaign (which could include discount offers and ultra-interactive content)
  • Send emails in batches and measure reactions.

According to studies, the most effective email re-engagement campaigns send out their emails in batches of 10 recipients. This makes it easier to personalize emails and give reactions a close-up look.

However, some of these recipients may still not re-engage with your emails. This is probably because they aren’t using that e-mail box again. Also, as sad as it may sound, they might just not be interested in your emails anymore and they are procrastinating to follow the unsubscribe link. For this reason, it’s only smart to delete or archive emails that are repeatedly inactive after sending out a number or re-engagement campaigns.

Treat subject lines like life supports

Ever heard of Andrew Ross Sorkin, Chief Editor of DealBook? That dude writes subject lines that make me pause my YouTube videos to check what’s going on. And it gets me 90% of the time. You should focus on having a similar effect on your email recipients. Doing this, however, requires some training and conscious testing.

To begin, here are a few things that I’ve observed about Sorkin’s subject lines:

  • Very concise. Knowing that about 90% of his recipients access emails via mobile phones, the email subjects are short enough to be read on the notification trail.
  • In vogue. Perhaps being in the news and media industry has its perk but you can creatively write subject lines that are aligned with recent events. It has a magical effect on open rates.
  • A dash of drama. Despite making it short, you can make your subject lines dramatic and curiosity-stirring. I recall a subject line that read: “Musk vs. Biden”. Oh yeah, I opened it as soon as the notification came in.

Conclusion

There are several techniques that you could try to incorporate into your email marketing strategy. A majority of them are effective. However, it’s almost entirely up to you to figure out which of these techniques fits your strategy perfectly.

Also, you need to consider your type of audience before integrating a technique into your marketing. For instance, some people may find frequent re-engagement campaigns intrusive. With that, you could lose them for good.

Most importantly, though, you need to recognize that email marketing is a tedious endeavor that works best with automation. You should look out for effective email marketing solutions to keep you on top of everything. Here are some of our top recommended email marketing software for you to consider.

Good luck!