Timing and Frequency

2. Content: Visuals and Copy

Images speak louder than words, and this holds true with any flourishing email marketing strategy. In general, there should always be more visuals than copy in an email, but it is still beneficial to invest in the writing you do have. With that being said, users don't want too much to read. They just want to be able to quickly skim the content and get an understanding of the central messaging. Since images are important to the success of an email marketing campaign, you want to make sure they are loading properly and fast for users. Use a file optimizing tool to ensure images load efficiently because if users are waiting too long for an image to load they'll likely skip it or delete the message altogether. Sometimes a browser or an email service provider may not correctly display the images within an email. By adding proper image alt tags, users will have at least some context as to what the images are expected to be if they aren't appearing right away.

3. Timing and Frequency

The time at which you send your emails is one of the most vital elements to focus on in any email marketing strategy. The time of day users receives emails can immediately contribute to performance indicators like click-through-rate and open-rate. Segregate your contact lists based on the time zone the recipients live in so that they can receive your email at the time that is suitable and relevant for them. If you've driven campaigns in the past, take a look at the statistics produced by your email platform and see when readers would be most likely to give more attention to your email.

4. Optimization for all devices

It's since quite a while when users used to access their inbox from there computers only. In this digital age, users are connected to email through their smartphones, tablets, desktops and many other different devices. The manner in which one individual perspective an email isn't a similar way someone else does, so to assure that accessibility isn't expose to danger to any user a responsive design email is typically the best solution. Being able to optimize an email design allows all recipients on nearly every device and platform imaginable to have a user-friendly experience that allows them to view the content as intended. If you aren't using a responsive design, examine what devices the majority of your users are on, and ensure that the email is tailored to those functionalities.

5. Personalization

The content you send users through email initiatives should be appropriate and contribute meaningful value to it. Marketing to the user as an individual and using personalization no longer needs to be exemplified by addressing them with first and last names. By personalizing emails in a step-by-step process based on significance, your messages will be more productive since the content correlates to what originally caused them to associate with your brand.

6. A/B Testing

It’s when you compare two versions of an email to see which performs better.An automated A/B testing feature is provided by most email marketing services. You choose the samples you want to test, define the size of the test group from your email segment, and your email marketing provider then makes the A/B test. The leading campaign is automatically sent to the rest of the segment, and you can examine the results afterward.

So, what to test? It depends on the metric you’re interested in. You can test the subject line for open rates and you’ll want to test the copy or the CTA button if it’s the click rate But don’t experiment with too much at the same time. If your email alternatives differ to the point of being two completely different emails, you’ll get confusing results and it’ll be tough to figure out what lies behind the winning combination. And as always, data is worthless if you don’t examine it.