email marketing (Page 3)

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If you’re new to the world of email marketing, you might be unfamiliar with the importance of segmenting your email lists. But it’s a big deal: According to DMA, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns in 2015. 

The best part about email segmentation? There are a ton of creative ways you can segment your email list to run innovative and effective campaigns that leads and customers will enjoy, from geography and industry to content format and topic.

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More than ever before, people are relying on their mobile devices for web browsing. In fact, a recent study from Hitwise found that almost 60% of U.S. online searches are conducted via mobile, and according to Litmus, 56% of emails were opened on mobile devices in April 2016.

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You know that you’re a true email marketer if every single one of your emails includes a call-to-action. And I’m not talking about email marketing blasts here. What I have in mind are the individual, personal email messages you send on an everyday basis.

Yes, your personal email signature can provide a serious marketing opportunity.

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At one point or another, we all need inspiration to do our jobs better. It doesn’t matter whether you’re a marketing veteran who has navigated through years of changing technology or a newbie fresh out of college — we all need examples of outstanding content. It helps us get through creative ruts, make the case to our boss for experimentation, and improve our own marketing.

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If you’re among the 50% of us who check email from bed when we should be sleeping, then you know: We, as a society, are completely addicted to our email.

And you can chalk it up to dopamine — the neurotransmitter that makes us keep doing stuff that feels rewarding. Back in the day, those were things like eating, or having a nice conversation.

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When I made my start in the working world, I believed a terrible lie about my inbox.

I thought that the best employees respond to emails immediately. So of course, I prided myself on replying to emails quicker than any of my coworkers — even if that meant dropping whatever important task I was supposed to be doing.

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As businesses adopt inbound marketing and generate more and more leads, the need for an effective lead nurturing strategy becomes clear very quickly.

After all, 50% of leads aren’t ready to buy at the time of first conversion, so lead nurturing — especially through email — is the smartest way for marketers like us to reach them.

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We spend hours planning out every detail of each campaign, crafting the perfect copy and agonizing over fonts, colors, and spacing. We talk through our personas, target audiences, and messaging. We build emails from scratch or lovingly modify templates so that we’re putting our best foot forward with our email marketing campaigns.

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As a marketer, you know how powerful email can be to generating leads and nurturing prospects through your funnel.

But have you ever wondered if you’re really getting the most value out of the channel?

If you’re not optimizing your emails for your mobile audience, you’re missing out.

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The average office worker sends 40 emails per day. That’s 40 opportunities to market yourself and your business in those individual emails you send, every single day.

A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more — either about you, about your business, or about something you’re working on.

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Practicing good inbound marketing means sending emails to people who actually want to hear from you.

But oftentimes, your emails still end up getting lost in the inbox clutter — or worse, in the spam folder. And then, when someone actually opens your email, they don’t actually click through.

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You know what hurts? Spending roughly three weeks (or more) shepherding an email from ideation to deployment … only to realize later that an error made it all the way through to your customers’ inboxes.

I know this feeling all too well — I’ve made a few dingers myself over the years. And while none of the mishaps resulted in an apology email, they all still haunt me.

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Marketers spend a lot of time drafting poignant email copy, designing wonderfully branded email templates, and crafting succinct and enticing email subject lines that get open and click-through rates skyrocketing.

But before hitting send, have you considered whether your subscribers will even get the opportunity to read your email?

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