Four Elements That Will Make or Break Your Email Marketing [Infographic]

Many marketers today get caught in the world of social media and scheduling post after post in hopes of attracting new followers. Many spend too much time managing social media and put email marketing on the back burner.

While social media is a long-term strategy that generates general awareness of your product and services, email marketing allows you to segment and target contacts much more accurately than you can through social media. Social media marketing delivers a general message to all your followers, whereas email marketing allows you to choose what content to send to individual segments.

Email marketing to this day continues to deliver a much higher ROI than social media, video marketing, and paid search. It should by no means take the back burner and should instead be front and center.

To get the most out of your email marketing, the four following elements must be mastered:

Subject Line

The subject line is critical to your open rate because it’s essentially what determines whether your contact will open, delete, or spam your email.

Compatibility

Once a contact decides to open your email, your email must be compatible on their device. More and more people will continue to open emails on mobile devices instead of computers and tablets. If you send an email without performing a mobile compatibility test, you will lose out. It’s not enough to just test one mobile device because every phone varies in size and will show it slightly different. Reviewing your email analytics will help you determine which devices most of your subscribers use and ensure your email is compatible to most of your subscribers or all.

If the receiver can’t zoom in to read the text or the images aren’t being displayed correctly, the receiver will be unable to read your email and become frustrated. They will most likely decide to delete your email in even less time than it took them to decide whether or not to open your email.

Call to Action

After you determine the goal of the email you need to communicate to the receiver what you’re expecting them to do as a result of your email. Whether you want your subscriber to visit the website or shop a sale, make it clear and get to the point at the beginning of the email.

Segmentation

Even if you have a great subject line and your contact reads the whole email, your email was not very effective if it leaves the reader question how it pertains to them. Determining what content to deliver to which customers takes time but is well worth the payoff.

For even more payoff, determine in what format they want that content delivered is just as important as the topic of the content. Testing your email with videos, infographics, and presentations on SlideShare will help increase your conversion rate and ROI even more.

If you’re new to email marketing or just love infographics, check out this Anatomy of An Email infographic from ContentLEAD.

Darlene Ornelas

Marketing professional passionate about content marketing, social media, email marketing, and web design. When I’m not working with clients you can find me on social media posting about fashion, beauty, interior design, and digital marketing.