The Blog and Pony Show

Schifino Lee - 11:25 am May 15, 2014

Want proof of the power of email marketing? Check it out.

Posted in Advertising, Agency News, Design, Digital, Interactive, Media

This week, we’re sharing insights on how to create successful email campaigns, using our own emails that were sent to top executives. Not to toot our own horn, but we sent out a series of nine eblasts over the past six months to a targeted database and it has significantly outperformed the industry average for open rates and click-through rates (CTR).

Now before outlining some factors that impacted our success, let’s look at the big reason for using email in the first place. According to The Direct Marketing Association (DMA) and Constant Contact, companies are seeing a sales boost of up to 40x their email investment. Which probably explains why many businesses are allocating a larger percentage of their marketing budget towards email marketing.*

A few things to keep in mind when developing an unbeatable eblast:

GO VISUAL OR GO HOME

Engaging photos and links to videos are proven to increase click-through rates. Our emails on ad campaigns for Alessi Foods and Westshore Pizza were the only ones featuring videos and delivered the highest CTR of all (3.87% and 2.41% respectively).

PINPOINT YOUR AUDIENCE
We purchased a targeted list of over 4,200 CEOs, CMOs, and Marketing VPs at Tampa Bay companies with sales of $25 million and up to receive our series of emails.

SUBJECT LINES MATTER

No matter how great your email is, it’s pointless if you can’t get recipients to open it. Subject lines need to be concise (ideally, under 40 characters), attention-getting, and relevant to the audience.

TIMING IS CRITICAL
Typically, Tuesdays, Wednesdays, and Thursdays are the days when prospects are most receptive to emails. First thing in the morning or after working hours are usually the best send times. Of course, the age range of your audience may also influence that decision.

BE MOBILE FRIENDLY
Over 50% of emails are now opened on smart phones, so your emails better look darn good on mobile devices as well as PCs.

*According to 2013 survey released by Vocus/Edge Research

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