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Email Marketing in 2018: What's Working

Hanna Walther, Ytel |  
As the landscape of email changes, your marketing strategy should adapt along with it. What does this mean exactly? There are various factors to email that support your strategy, which we encourage you to continue using in 2018. Read it all here!

As the landscape of email changes, your marketing strategy should adapt along with it. There are various factors to email that support your strategy, which we encourage you to continue using in 2018.

1. Personalization

When it comes to adding personalization tokens to email, the options are endless. Personalization adds a touch of something extra that your email list is looking for. After all, personalized email messages improve click-through rates by an average of 14% and conversions by 10%. 

2. Testing 

If you aren't testing, you aren't trying! Keep your testing efforts going so you know what works and what doesn't for your audience, and adjust according to your findings.

We recommend testing simple things like:

  • Time of day emails are sent
  • Day of week emails are sent
  • List segmentation
  • Killing off the un-engaged subscribers
  • Adjusting content 


3. Action Items

Emails that don't include a call to action of some sort are destined to die out and fail to perform. Giving your customers an actionable item throughout the email is in line with best practices for your marketing strategy because it sends them to some sort of gated content, a spicy landing page, your blog, etc. 

Use action items such as:

  • Click here to talk to Sales! 
  • Learn more about *insert product here*.
  • Sign up to receive monthly updates. 
  • Click below to connect with Sales on this promo!

4. Segmentation

Once you have a hearty list of recipients for your emails, segmentation is the next step towards optimizing your email strategy. Segmenting your lists will increase open rates and keep the conversation and engagement going. 

Try segmenting by:

  • Product or service they're interested in
  • Where they're located 
  • Customer, prospect or ambassador 


5. Analytics

Analytics are arguably the most important part of your marketing strategy, and email fits right into that category. Reviewing your analytics after each campaign is launched and delivered is crucial to improving future content. 

We recommend measuring:

  • Email open rate
  • CTR (Click through rate) shows what content is more often clicked than not
  • Opens by device type (gives you insight on whether mobile or desktop is more popular) 
  • Marked as spam (this is important to acknowledge if you see it happening frequently) 
Want more tips & tricks on email? Check out this post. 
 

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About The Author

Hanna Walther, Ytel

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Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


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