Your email only has 3 seconds to capture the attention of your audience. That’s a really short window of time. In fact, the odds aren’t even that good.
The majority of marketing emails are determined attention-worthy in the time frame of zero to three seconds. This is according to research in which Movable Ink analyzed over 1.3 billion emails.
When executed well, the payoff is well worth it. According to research, 59% of consumers have said that marketing emails have influenced their purchase decisions (SaleCycle). And 61% of consumers prefer brand communication through emails (Statista).
5 Email Marketing Tips for 2024
Here are 5 tips to make your emails stand out and increase engagement.
1. Write an Enticing Subject Line
Your subject line is your first (and sometimes last) impression. Make it count by being clear, intriguing, and specific. Use action words, pose a relevant question, or include a teaser that hints at what’s inside.
Keep subject lines short and sweet. Subject lines with around 30 to 50 characters tend to perform best because they fit on a mobile screen without being cut off.
2. Segment, Segment, Segment!
Email segmentation can dramatically increase the relevance and effectiveness of your messages. While your segmentation strategy will depend on your goals (customer acquisition, customer retention, etc.), behavioral segmentation is a great place to start – tracking how subscribers interact with your emails.
For example, customers who frequently open emails about specific topics will appreciate receiving more content about those areas.
According to Ascend 2 email marketing report, email list segmentation is considered one of the most effective email marketing tactics that is 51% effective and least likely to be difficult to execute.
3. Personalization Matters
According to Campaign Monitor, 74% of online consumers get frustrated when content like offers, ads, and promotions are not aligned with their interests.
To take personalization beyond the basics, integrate data to create dynamic content that updates based on when the email is opened. This could include live shipping updates, time-sensitive offers, or current stock levels for products they’ve shown interest in.
Additionally, consider using machine learning algorithms to predict which products or services each subscriber might be interested in next, based on their past behavior and similar customer profiles.
4. Optimize Your Design
In the few seconds you have to capture attention, the design of your email plays a crucial role. Ensure that your emails are responsive, meaning they automatically adjust to look great whether viewed on a phone, tablet, or desktop.
Use a clean layout with lots of white space to avoid overwhelming readers. Typography is also key; choose fonts that are easy to read on digital screens. Consistency in your visual branding across all emails reinforces your brand identity and enhances recognizability.
Emails with graphics have a 1.12% higher click-through rate than emails without any. (GetResponse) Additionally, as per 20% of marketers, email design has improved their email engagement. (HubSpot)
5. Use Visuals Wisely
Use images that are optimized for quick loading times to prevent any delays in opening the email. Animated GIFs can be particularly effective at catching the eye if used sparingly.
Use alt text for images to make your emails accessible to those using screen readers and in case your email client fails to load your images.
With only three seconds or less to capture a reader’s attention, it’s time to double down on optimizing your email strategy. Implementing these 5 tips will go a long way in ensuring your email gets noticed and opened.
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