Did you know that, according to Radicati Group research, 269 billion emails are sent every day? Whether you already knew that stat or not, you know from your own daily email experiences that competition for attention in the inbox continues to grow. As marketers, that means we have to work harder to get our email marketing messages opened and acted upon. Here are six effective ways to cut through the inbox clutter:
2. Segmentation. Let’s say you enjoy running and that you have subscribed to receive emails from your favorite sporting goods store. That store could send you a general email about their merchandise and promotions, but they would be more successful at capturing your attention by sending you an email tailored for runners. List segmentation allows you to better match your messaging to your leads’ or customers’ interests, thus increasing the effectiveness of your email campaigns. For segmentation to be most effective at garnering email opens, be sure that it’s conveyed to recipients. Using our running example, a potential subject line could be “Runners: Don’t miss our hottest shoe deals” or “Race on over for these running shoe deals.”
3. Personalization. Imagine that you’re in a crowded room and you want to get your friend’s attention. You could try yelling, “Hey!” but you are likely to have more success saying “Hey Sally!” The same goes for email personalization. Using dynamic content in the subject line, you can create email subjects that stand out in the inbox like “Sally, look what we’ve picked out for you” or “A special offer for Sally.” In addition to names, you can use geographic locations, company names or any other customer or lead data you have stored in Microsoft Dynamics 365. And remember to use personalization in the body of your email too to get recipients clicking and converting.
4. Sender name. In our crowded inboxes, we all tend to hone in on messages from people that we know and are important to us, either professionally or personally. That’s why generic senders such as “email@example.com” or “Sales” often get ignored. The “From” identity should be someone that the reader knows (their account manager), recognizes (the CEO or other notable person within an organization) or would be expecting an email from (Customer Support). Try to keep the sender consistent so the recipient will recognize the name when they get your emails.
5. Subject lines. First impressions matter, and an email subject line is one of the few pieces of information people see when they first glance at their inbox. In this post, we have already touched on a few ways to use this valuable real estate with segmentation and personalization. Even if you don’t go either of those routes, there are a few email subject line best practices to keep in mind. To help ensure your email doesn’t trigger spam filters, avoid words like “free,” “guarantee,” “reminder” and “help.” In addition to these spam trigger words, avoid using all caps and special characters. Once they’ve successfully made it to the inbox, the most successful email subjects are under 50 characters. Questions, call to actions and subject lines that convey a sense of urgency are also effective at improving email open rates.
6. Split testing. Split testing, or A/B testing, is a method of testing two versions of an email against one another to see which one performs better. You can use the results of these tests to improve future email marketing efforts and send emails that really resonate with your audience. What should you change in your email variations in a split test? To help cut through the inbox clutter, try testing different send times, sender names and subject lines to see how even small changes like this can have a big impact.