With the steady rise in popularity of email marketing as a potent tool to reach out to your target market via the buyer’s circle and marketing funnel, there are a few factors to consider when creating your marketing plan for 2015:
Image-Based vs Text-Based Emails
What do consumers prefer, company emails that consist mostly of text or images? Based on the 2014 Science of Email Report from HubSpot, there is a marked disconnection between the self-reported statistics and the observational data derived from the tests conducted by HubSpot in 2011 and 2014. Almost 2/3 of the respondents said that they preferred emails that are mostly image-based than text-based.
When doing email marketing, it is always best to weigh the advantages and disadvantages of opting to use images over text. Do some experimenting on the different types of text and image content in your click-through and open rates, and come up with the appropriate strategy.
A balance between images and text, in general, should be able to cover everything. Likewise, make sure to compose your emails in both text-based and HTML codes so user-friendly emails can be received even by servers with stringent image settings.
The best time to send out your emails should be the most convenient time for your readers based on their timetable. Some testing will be necessary here since there is really no specific time when users check their inboxes.
Here’s what you can do. Halve your email list and send emails to each of the groups at different times. Review the results and make the necessary time adjustments. Do this regularly to make sure that you are sending emails at the most appropriate time for your target audience.
Considering Mobile Devices in Email Formats
The trend on user preference on the main source of email views is currently turning in favor of mobile devices, and no longer on mobile devices. Thus, it has become imperative that when designing your templates or formatting your emails, this evolution must be seriously considered.
Litmus reports that most emails today are viewed using iPhones, iPads, and Android devices. From 21%, the mobile open rate jumped to 51% in 2013 alone. Self-reported statistics in HubSpot, meanwhile, say that 57% of survey participants read their emails through their phones, and 33% on their tablets.
When formulating your email marketing tactics, consider everything. Regularly test and evaluate the results to optimize your success rate. Technology trends play a vital role in the email marketing evolution so it is crucial that you keep updated. Choose a cost effective platform, EmailOctopus is superb and plugs into Amazon SES which helps you send 10,000 emails for $1. Not bad!