Posted by Brija Johnson, Digital Media Specialist
Email is a reliable method that consistently offers communications directors a positive ROI. However, it can be easy to fall into a routine and become complacent with your content strategy. The Direct Marketing Association reports that the average ROI for every $1 that communications directors spend is $40. With this statistic, communications directors become too comfortable and begin to ignore emerging trends that can strengthen their email performance. To combat this mindset, try three modern ways to spruce up your email campaign.
More than 80% of people check their emails via mobile phones. Despite this number, less than 10% of our customers have optimized their mailings for mobile screens. By neglecting to accommodate emails for mobile devices, your marketing performance loses out. Research by GetResponse has found that 42% of subscribers delete emails that are not optimized for viewing on their mobile device. To mitigate this problem we recently introduced the first responsive e-newsletter template on the Hill.
Communications directors are equipped with countless ways to tailor messages based on individual subscribers. We offer a segmenting feature that can help filter subscribers through surveys. The iConstituent newsletter service provides the option for you to categorize audiences based on their survey answers into lists. Based on the selection of answers, subscribers are put into segmented email groups where they can receive content tailored to their interests. This feature is extremely helpful in offering engaging content that captivates subscribers’ attention and can increase the success of your email campaign.
Along with these adjustments it is imperative to include image based content as consumers respond better when imagery is included. Google has embraced this finding by automatically displaying images in their inbox. This adjustment could positively improve click-through rates as well as conversion rates. By combining these few adjustments with older strategies, your email campaign can boost its performance and keep subscribers actively engaged.
To read more on this topic check out the Website Magazine article http://www.websitemagazine.com/content/blogs/posts/pages/get-out-of-your-email-rut.aspx .