The 6 Most Important Factors in Email Marketing Campaigns

In 2020, there are more important things to focus on than which days and times are best to send emails. Our inboxes are constantly being flooded with emails from websites we engage with; some daily, and others we forgot we ever visited. In general, we are checking our emails more and more throughout the day to keep up with the inundation of mail in our inboxes. If you want your email to stand out among the noise, prioritize these six factors when you are setting up email marketing campaigns and thinking about what your audience wants to see in their inbox.

  1. Offer Opt-In Options: According to SendGrid, over 60% of recipients want to tell a company what type of content they are interested in receiving. Additionally, the most important factor in whether emails are being opened is the sender. When recipients have heard of the company, interacted with them before, or chosen to opt-in they are much more likely to continue to engage. Offering this dialogue to your audience shows them that you value their opinion and will foster trust with your company.
  2. Know How to Personalize: This includes using the recipient’s name, including content specific to their field or position, and sending specialized offers. Ensure your lists are segmented; this can be by industry, demographics, company size, or location. Personalized emails help your audience to feel connected and encourages them to continue their relationship with your company.
  3. Sharpen Your Subject Lines: Subject lines are one of the driving factors in whether your audience will engage with your emails once it hits their inbox. Witty and catchy subject lines tend to catch people’s eye, but be sure it is relevant to the content. Recipients reported that they do not like it when the contents of an email don’t line up with the subject line. Don’t overuse subject lines with a sense of urgency, such as “act now” or “one day only”. Be sure to keep subject lines short and to the point in order to pique the recipient’s interest.
  4. A/B Test and Then A/B Test Again: Along with having enticing subject lines, it is recommended to A/B test your subject lines to see what resonates best with audiences. Does your audience prefer questions or statements? Do they respond best when their name is in the email or their company’s name? These are some of the questions that can be uncovered by A/B testing and provide key takeaways to be utilized in campaigns going forward.
  5. Strong Content is Key: Recipients want to feel that the time they spend engaging with your email was beneficial to them; one way to do this is by sharing relevant and informational content. The message should include a descriptive and concise body and clear calls-to-action while providing value to the reader. Err on the side of caution and keep things on the shorter side to keep readers interested.
  6. Optimize for Mobile: In 2019, 61.9% of emails were viewed on a phone, so it’s important to make sure they render properly on mobile, according to research conducted by SendGrid. Having to zoom in and out or scroll side to side can be a breaking factor in readers wanting to engage. It is of high importance that emails are optimized for mobile so that users have a pleasant experience when viewing on their device.

84% of participants in a SendGrid study reported that they check their email at least once a day so in order to cut through the clutter in inboxes, it is important to focus on these six factors. Unfortunately, there isn’t a golden ticket to ensuring that your open and engagement rates will skyrocket but these tips are a good starting point.