E-mail is a great channel for engaging online consumers unlike social networks. Its longevity is a testament to its ability to convert leads into buyers and buyers into repeat customers.
In fact, according to recent studies, email continues to be the top factor in influencing repeat purchases:
Regardless of whether your business is in the B2B or B2C space, your email marketing effectiveness can be optimized.
When it comes to email campaign optimization you can test and optimize many of the same components you do on a landing page. For example, it is a good idea to test the call-to-action, offer and layout of the email. However, there are some components unique to email marketing that you should also test . These include:
- Subject line
- Sender name
- Day of the week to send
- Time of the day to send
According to research by Dan Zerella of HubSpot and MailChimp’s Email Genome Project, there are specific words that tend to increase open rates. You should consider these keywords when putting together subject lines to test: