Healthcare Brand Growth Blog


 May 04, 2016

6 Things You Didn’t Know About Email Marketing

6 Things You Didn't Know About Email MarketingEmail marketing may seem easy: you write copy, add an image, blast it to your email list, and move on to your next project. You may revisit it later in the day, or maybe even later in the week, to determine metrics such as open, click-through and deliverability rates, otherwise there isn’t much more you need to do for your email marketing campaigns to be successful, right?

There is actually a lot more to email marketing than it looks like on the surface. In order to create and implement an email marketing campaign that produces results for your Brand, you need to think strategically about how your emails fit into your integrated inbound marketing campaigns and how they produce revenue. You may have some email marketing tips and tricks up your sleeve, but we have provided a list of the 6 things you may not know about email marketing that can turn your emails into revenue-generating machines.

6 Things You Didn’t Know About Email Marketing:

  1. It is okay to resend your emails: If a recipient didn’t open your email, it’s almost as if the email didn’t exist. Do not be afraid to resend your email to the recipients who did not see it the first time. This allows your email campaign the opportunity to increase its open and click-through rates.
  2. Short subject lines increase open rates: According to a HubSpot email marketing study, as the length in characters of subject lines increase, click-through and open rates decrease. Keep your subject lines short and concise to convey the value of your message to your audience. As a rule of thumb, your subject lines should be no more than 50 characters in length.
  3. Wording in your subject lines matter: The words you use in your email subject line can make an effect on your open, click-through, and deliverability rates. For instance, if you use the word “quick”, it can decrease your click-through rate by 10%, but including the word “download” can actually triple your click-through rate. Test the effectiveness of your subject lines on your target audience to determine what will work best for your organization. Check out HubSpot’s infographic on data-driven email marketing tips for more information on effective word use in subject lines.
  4. Forwards and replies in subject lines are okay: But, only if it is really a forward or reply. When your audience sees “FWD:” or “RE:” in the subject line, they feel as though they are receiving deeper information. It will entice them to open your email and discover more. 
  5. Content delivery emails shouldn’t be dead ends: When you download an organization’s offer, you usually receive an email that states “Thank you for downloading…” moments later. If your organization does this, you are missing out on the opportunity to provide your prospects with more choices of what to do next. Matt Heinz, President of Heinz Marketing stated, “There should be no dead ends in marketing.” Allow your content delivery emails to be an opportunity to propel your audience to the next step by writing creative and attention-grabbing copy.
  6. Emails are part of an integrated marketing program: Don’t just focus on sending one email at a time. Look at all of the messages your prospects are receiving and see how your emails fit into your organization’s business goals. Also, do not get fixated on only tracking your open and click-through rates. While these metrics may tell you a lot about the success of your email, it most likely means nothing to your executive team. Track how your emails are bringing in revenue for your organization through converting visitors to leads and leads to customers. It may not be easy to track, but it may be the best thing for you and your organization.

Emails may seem like an easy marketing tool to manage and implement, but there are a lot of hidden tips and tricks that can make your email marketing campaign even more successful for your organization. Download our free eBook, Anatomy of a Five-Star Email, for more information on creating your successful email marketing campaign.

Did you know these 6 things could increase the effectiveness of your email marketing campaigns? Let's touch base and I will put the Hult Team’s experience to work for you. We can connect at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your Brand.

 

Download The Anatomy of a Five-Star Email  

Download The Anatomy of a Five-Star Email