With the start of a new year, you’re probably looking at your business plan to see how you can improve for the next 12 months. People are starting to have a lot more expectations around email, so here are a few things to keep in mind when you’re creating your 2017 email marketing strategy:
Cater to Mobile
Let’s get straight to the facts. More than 50 percent of opens happen on a mobile device. If your design is not mobile friendly, 80 percent of people will delete your email, and 20 percent will unsubscribe.
All year we’ve heard about how important mobile is, and now more than ever is the time to give our subscribers an easy and enjoyable experience since you are competing with an average of 60 emails per inbox. About one-third of people check their email while commuting, so it’s important to think about all of the people who aren’t able to pull out their credit card in public while they’re commuting from point A to point B. Create different messaging for your mobile subscribers. If you create engaging enough content, they’ll remember you and will be more likely to visit your site when they are back home in front of a computer.
Animate Your Content
The easiest way to do this is by simply incorporating a GIF into your email marketing strategy. Adding a GIF is said to increase clicks by 26 percent. Be cautious of how often you’re using animation, though, since you don’t want to overwhelm your subscriber and turn them off from your brand.
Always Be Changing Something
Behaviors change all the time, and just because something worked for you in Q4, this might not be the same strategy you should use in Q1. Seasonality plays a major part in every business, and it’s something to take into consideration when you look at your 2017 goals. Test everything to see how you can consistently make things better. Testing time of day is the easiest place to start. If you happen to a get a bad open rate, change the subject line and send the same email at a different time to everyone who didn’t open in the first place. You’ll collect data from both sends that you can compare and use for future sends.
There are plenty of articles that will tell you what your open rate, click-through rate, and conversion rate should be, but each company is so unique that sometimes it’s a stretch to identify with a certain industry. Create your own benchmarks, and do what works best for your company. Hopefully, by incorporating the three strategies above, your email marketing strategy will set new records in 2017!