With every website and Facebook promotion requiring email sign-ups, customers have learned to filter out anything that looks like an unimportant email, even from their smartphones.
The high chances of emails going directly to trash make it mandatory for marketers to learn how to work around the dreaded trash can.
Studies from the last quarter of 2013 showed the following interesting trends that could help email marketing:
Most businesses send out emails during the week, but according to the email marketing statistics, the highest open rates were seen on Saturdays, when the least emails were received.
This isn’t to say that emails sent on weekends were automatically high– apparently the high response rate was comparable on both Saturdays and Sundays, but emails received on Saturdays were the ones that most likely lead to clicks and purchases. Sundays, however, had low purchases from the emails.
This shows that fewer emails leads to higher open rates, there is no golden rule for the emails to lead to purchases.
Emails sent during the night (8pm-12am) saw the highest unique open rates and click rates, but lower rates of transactions happening when compared to emails sent between 8am and 8pm.
Optimization of emails for viewing on mobile screens (especially those that didn’t take too long to load) was found to be a crucial contributor to open rates.
Interestingly, certain design elements also contribute to how your customers (and their spam filters) see your email campaigns.
Here are a few design tricks to be kept in mind for your next email blast
1. Make your email readable
Don’t use too many types of font in your emailera maximum of 3 fonts from different families is usually tolerated.
Don’t use too small fontIt only makes sense to have bigger font sizes with more and more emails being read on phones.
Master the art of colors.A light background with dark text is the standard, but using colors the other way around could also work. Avoid using highlighting or too bright colors.
2. Avoid using cheap images Clip-art and other ‘googled’ that look fake or (and) cheap, make your newsletters look like they’re not worth the time.
3. Consistently incorporate your brand image into the newsletter It’s not enough for your name (or your brand’s name) to be in the sender’s slot… Readers pay more attention to your emails if they have the chance to see something that shows them it’s from you at a glance, such as your brand’s logo or color scheme. Don’t keep changing it though– more change leaves them still wondering who the email is from.
Making simple changes like these help tremendously in maintaining your brand image, as well as building your customers’ trust and a base for valuable conversation.
ReachAll gives you insights into effective digital marketing, and its app helps you manage the social reputation of your restaurant. If you have any problems, or queries related to the app, do feel free to give us a call on +91 9243566111 at any time between 10 AM and 7 PM.