Overcoming the Biggest Challenges When It Comes to Email Marketing

By now, we all know that email is an integral component to any marketing campaign. In fact, it is one of the most effective and easiest ways to reach your target market directly. If you want to get a good ROI on your email marketing efforts, it's important to overcome common challenges that include:

- adapting to evolving opt-in regulations
- creating consistent, quality content
- increasing click-through rates
- gaining new subscribers and retaining current ones

So, how do you overcome these hurdles? It starts with keeping up with the most current trends and best practices for email marketing, however, it goes deeper than that. Read on to learn more.

Create Value-Laden Content

Your content should provide value to the recipient by containing relevant content that makes them want more. Since most inboxes are now checked on mobile devices, keep it concise as well; a rule of thumb is 25 to 50 words and a call to action.

It's All About the Subject Line

It's estimated that by 2019, more than 246 billion emails will be sent out every day. Make sure that you cut through the clutter by using a subject line that catches their attention without using hyperbolic statements or wording that will get you sent straight to the spam folder. Common culprits are "This isn't a scam;" "re:" followed by a statement as if responding to a legitimate inquiry; "4U," "Act Now!" and anything that is overtly salesy or misleading.

Relevance Matters

Keep current subscribers happy by targeting the right content to the right audience. We all get too many irrelevant mails in our inboxes, and adding yours to the queue will only ensure that they're ignored in the future.

Keep Your Subscribers Engaged

Help keep click-through rates and your subscriber base steady and rising by crafting a high-quality, targeted re-engagement campaign periodically. In fact, make it an annual event that your base looks forward to.

Sources:

A Data-Driven Guide to Email Marketing Strategy, superoffice.com

438 Spam Trigger Words to Avoid And Why Context Matters More, blog.automational.com

2017 A-Z of Email Marketing Guide, sendgrid.com