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BizReport : Email Marketing : April 29, 2016


Top 4 tips to succeed at Mother's Day email

Email is expected to be a strong part of retailers' Mother's Day success. One expert offers advice on how brands can make the best impression.

by Kristina Knight

Design the content around CTAs

"Rely on the main message of your email to showcase the benefit of your product or service and leave the closing to the CTA. Keep your CTA short and sweet so the recipient has clear direction as to next steps and avoid the temptation to give your users too many CTAs. Successful CTA phrases include Shop Now, Learn More, Request a Demo or Register now," says Scott Heimes, CMO, SendGrid.

Test subject lines and shorten subject headers

"Discount offers don't always result in higher engagement. In fact, discounts may have a negative effect on engagement rates. A/B testing is a way to measure the success of your email marketing campaign. Every business and email list is different, so we suggest that you test what works and what doesn't with your recipients. By A/B testing, you can determine which tactic works best," says Heimes. "While seven words is the most common subject line word length, three word subject lines have the highest engagement rates. Out of the three word subject lines, recipients also prefer certain words over others. Subject lines referring to "yesterday" and "tomorrow" have higher engagement rates that "today". Subject lines that contain URLs and hashtags do poorly, with average engagement rates of less then 10.5 percent."

Be Compatible

"Marketers need to meet the demand for a compelling consumer experience across multiple platforms when it comes to email marketing campaigns. Most email templates are designed for a standard desktop which is too wide for most phones - and could result in preventing horizontal scrolling. Include a plain text version in HTML email and make use of responsive design templates," says Heimes.

Use your pre-header

"Marketers often forget about one of email's prime pieces of real estate -- the pre-header text. The pre-header text is the small snippet of text that can be seen in the inbox, after the subject line. Don't leave the automatic placeholder, "Can't view this properly? View in web browser." Instead, you can use this space to reiterate the CTA, or add an additional important directive that you didn't have space for within the subject line," says Heimes.

Tags: email content, email content tips, email marketing, mother's day, SendGrid










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  • Allie

    Awesome tips! Good that GetResponse has mobile optimized templates. I still have to learn how to code!


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