“2014 showed email’s continuing momentum as the best marketing tool to drive ROI,” said Dan Forootan, president of StreamSend Email Marketing. “Now, just as we look to continually enhance our email campaigns, it’s time to review our total approach to email marketing – the mistakes to avoid and the best practices that guide success.”
1. Button Up
It all starts at the end: measurement. The beauty of email is its measurability: who read what, when, where – or who didn’t. Take advantage of the latest measurement tools to find out when to enhance success or fix lagging results.
2. Get the Picture
Adding videos to email shows a much higher return on investment, increasing ROI and boosting monthly revenue by forty percent. Click-through rates increase 2-3 times when marketers include a video in an email.
3. Take it on the Road
Already accounting for over half of all email opened, mobile devices offer marketers a way to reach customers wherever and whenever they want. But that also means there’s stiff competition for their attention; one glance will view and judge your message, either to engage or dismiss, possibly forever.
4. Boost Open Rates
To win the battle of the inbox, emails need to stand out and be welcomed — open rates will tell you who’s winning. Step back and judge if you are providing information that is genuinely valued. Sometimes even the best marketers are guilty of drinking their own Kool-Aid; don’t be one of them. Serve the customers.
5. Get Recognized
The inbox battle also demands making it easy to recognize your emails with a consistent look and format, and an inviting subject line. Count on only having a second to stop them before their eyes flick down the list.
6. Click – You’re Engaged
Click-through rates gauge your success – or failure — engaging readers. They opened your email; now you have to deliver. Measuring links clicked can guide your future content for continuing improvement. And be sure to make the call to action loud and clear.
7. Harness Your Audience with RSS
Any business with regular RSS updates can more effectively connect with its audience and attract new followers with these syndicated live web feeds. When businesses gain this ability to share their RSS content so widely, they start to multiply their number of readers, building their lists and building their business with more customers.
8. Templates Work Hard
When marketers want to know the easiest, most reliable way to send emails with a branded look and feel that optimize reader response, email templates are the answer
9. Email on Steroids: Add Social
Emails that include social sharing buttons have a click-through-rate 158% higher than emails that do not. With more than two billion social media users across various platforms worldwide, adding social media to clients’ email strategy can produce large campaign response lifts.
10. Bottom Line
Make sure business goals and email campaigns are in synch to guide content and strategy. If immediate sales are the goal, even a successful awareness campaign might look like a failure. And as for sales, measurement actions like redeemed coupons can be a bullet-proof way to measure success.
Ariticle Originally Posted Here.