The Art and Science of Email Marketing Success
A compelling subject line can catch your subscribers' attention in a matter of seconds, but it's the content that will keep them engaged. The average adult's attention span is eight seconds, so email marketers have a very short window of opportunity to capture their audience's interest before it's lost. Creating compelling email content requires a unique blend of art and science.
The artistry of writing persuasive copy is vital, but it also requires the scientific acumen to understand your data and craft a strategy that will resonate in the metrics that matter most to your business.
What It Is: The percentage of recipients who clicked on a link within your email, whether it be to your website or another external location like a social media post. This metric is a key indicator of your email's effectiveness and provides insight into the quality of your content and the interest in your offer.
How to Improve It: Identify trends in your email data and use them to inform future campaigns. For example, if one of your emails outperforms others in click-through rates, it may be because you're offering a more appealing incentive. Alternatively, you might have found that your audience prefers the style or tone of one particular email over another. Make sure your next campaign uses similar elements to create an even more effective outcome.
What to Look For: The influx of new subscribers can affect your open and click- through rates, so it's important to regularly prune your list in order to maintain the health of your subscriber base. Additionally, design for deliverability by using properly sized imagery and text, keeping your content concise, and making sure that your email loads quickly on all devices.
Lastly, use your email platform to create intelligent segments that can dynamically adjust the content you send your audience based on their historical and real-time interactions with your brand. This ensures that you're sending the right content to the right people at the perfect time, and dramatically increases your chances of engagement and conversion.
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