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In 2021, 77% of marketers reported seeing more engagement with email over the past year.

This undoubtedly has to do with the fact that more people than ever are working from home and carrying out all of their work-related interactions through the computer in the wake of the global pandemic.

Another fact that is important to keep in mind is that there are approximately 4 billion people who use emails on a daily basis.

We mentioned briefly in our latest LinkedIn post how email marketing is a great tool to help you generate brand awareness, improve traffic, and drive conversions…

Why is that? What makes email marketing stand out and remain, even to this day, one of the preferred ways to communicate with potential customers.

Before we can talk about optimisation let us cover the basics:

What is email marketing?

Email marketing is a direct digital marketing strategy that uses emails to promote your business’s products or services.

It can not only incentivise customer loyalty, promote new products, and advertise discounts, but also contribute to lead generation and brand awareness.

Amongst its many benefits, we believe it’s key to highlight that email marketing has an estimated ROI of 3600%, which means that for every $1 you invest, it generates $36 in return.

81% of B2B marketers say their most used form of content marketing is email newsletters and yet many of those campaigns are not optimised to be mobile-friendly.

3 tips to optimise key aspects of your email marketing

                1.   Beware the email’s length

Remember that most people don’t read emails in their entirety. Most of your subscribers may just go straight to brightly coloured CTAs or parts of emails they find interesting.

The ideal reading time for your email is under a minute, that is, under 200 words. In fact, the ideal length for your email’s copy lies between 50 and 125 words. This gives you some wiggle room to add preheader texts and still remain within those 200 words.

The subject line should also be constricted to no more than 50 characters (and make that 40 if you are taking into account that most audiences check their emails on their mobile devices).

                2.    Pick the best mailing times

This is important because you ultimately want more opens and clickthroughs to get more traffic to your website.

Unfortunately, open rates tend to drop to 1% after the first 24 hours of landing in an inbox. This means that if your subscribers have not opened your emails within the first day of receiving them, chances are that they’ll never read them in the future.

In order to avoid that you will need to programme your emails so that they reach them at the best possible time.

When is that?

According to CoSchedule, the best mailing days are Tuesday, Thursday, and Wednesday, while the best mailing times are 10 am, 8 pm, 2 pm, and 6 am.

Consider these for your next newsletters and let us know how they work for you!

                3.    Have clear CTAs

A call to action is a crucial part of your email; it gets your audience to do what you need them to do: subscribe, buy, and learn more or engage with whatever you are showing them.

From a graphic point of view, CTAs need to stand out and be clearly recognisable. Marketers often use bright colours and carefully thought out layouts to direct the reader’s attention towards their CTAs.

Now from a copy perspective, CTAs need to be clear, and use direct action verbs that command attention.

These are just a few examples of some calls to action that may help you:

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Which optimisation tip was your favourite? Tell us know in the comments below.

We will be thrilled to receive any questions or enquiries you may have about your upcoming projects; just let us know!