Email marketing is one of the best ways to reach prospects and customers 24/7. In addition to checking email at work, most Americans are checking their email while watching TV (70%), from bed (52%), on vacation (50%0, while on the phone (43%), from the bathroom (42%), and while driving (18%)*. In a constantly connected world, email is a great way to reach your audience. Like most marketing efforts, though, there is always room for improvement. Here are three easy things you can do today to improve your email marketing.
1. Review the data.
One of the great things about email marketing is its ability to provide marketers and business owners with an onslaught of data that can be used to evaluate performance and make improvements. Things like click-through rates, spam reports, and bounce rates can help you determine what's resonating with your audience and what's not.
2. Clean your lists.
Building your email marketing list is not a one-and-done type of task. Set some time aside on a regular basis to review your list for fake email addresses, misspellings, or old unused email accounts that are causing your bounce rate to go up. Not cleaning your list regularly can have a negative impact on your email performance and lead to being labeled a spammer.
3. Make it mobile-friendly.
Two-thirds of email are read on a smartphone or tablet. It's no secret that we're a mobile-first society, so keep that in mind when designing your emails. Not only should your template be mobile-friendly, but the content should be as well. Studies have shown that click-through rates decrease as the number of images in an email increase. This makes sense if you consider that most users are reading your email on a smaller screen. Keep things skimmable and to the point.