Anatomy of an Optimal Marketing Email

Anatomy of an Optimal Marketing Email
Anatomy of an Optimal Marketing Email

While there has long been an outspoken group of marketers announcing the death of email, experienced professionals understand that email marketing is the cornerstone of any marketing program.

Anatomy of an Optimal Marketing Email
Anatomy of an Optimal Marketing Email

Email marketing as a tactic, supported with a solid opt-in subscriber list, has unmatched ability to grow revenue and the bottom line.

To excel at email marketing requires an understanding of the email medium, which like everything else in digital marketing, is rapidly evolving.

The following Anatomy of an Optimal Marketing Email infographic covers:

  1. Why you need to optimize your email marketing,
  2. Creating optimal subject lines,
  3. Optimizing body content,
  4. Best practices for optimizing CTAs (Call To Actions),
  5. The importance of and how to optimize for mobile.
The Anatomy of an Optimal Marketing Email
Courtesy of: Quick Sprout

Key Anatomy of an Optimal Marketing Email Takeaways

Here are some tweetable take-aways from the Anatomy of an Optimal Marketing Email lnfographic:

  • 66% of online consumers in the United States ages 15 and over made a purchase as a result of marketing emails (tweet this),
  • 91% of consumers check their email at least once a day (tweet this),

  • Nearly 1 out of 3 emails are open based on subject line alone. Some would argue that the number is actually higher (tweet this),

  • Optimized body content by clearly conveying your offer and how it can benefit your readers. CrazyEgg increased its conversion rate by 30% using this technique,

  • Use images in your copy as people process images 60,000 times faster than text (tweet this),

  • Use short paragraphs and bullet points: the average adult’s attention span is 8 seconds (tweet this),

  • Personalized content with name, location, company or any other field that you have in your list database,

  • Four out of five marketing emails are marked as spam because they are seen as a relevant.

Best practices for optimizing CTA’s 

Here are some email marketing best practices for CTAs:

  • Focus on THE one primary action you want your audience to take,
  • Create a CTA with a button or link,

  • Make sure CTA button is prominent and visually distinctive; It’s OK to repeat the same CTA in an email,

  • Keep your CTAs above the fold so that they are visible with the reader without having to scroll down,

  • Use action, urgency, and friendly words in your CTA,

  • Include mobile buttons and links throughout your email.

Optimize for Mobile

Here are some stats to reinforce why is so important to optimize your marketing emails for mobile:

  •  64% of decision-makers read email via mobile devices (tweet this),

  • 48% of emails are opened on a mobile device (tweet this),

  • 69% of mobile users delete emails that aren’t optimized for mobile  (tweet this),

  • The bottom line is that Email marketers lose leads because their emails aren’t mobile optimized.

How to optimize your marketing email for mobile

Here are some tips to optimize your marketing emails for mobile:

  • Increase the size of links and CTA buttons,

  • The average size of an adult index finger is 1.6 – 2 centimeters wide which translates into 45 by 57 pixels on a mobile device,

  • Make sure that text links and CTA buttons are larger than the 45 by 57 square pixel range,

  • Space links far enough from each other that they minimize accidental clicking,

  • Reduce image size to optimize for mobile as every one second delay in loading time results in an average 7% drop and conversions,

  • Re-size images by a portion of screen,

  • Alter the style portion of the code in your email HTML editor define image size by proportion,

  • Set the width of the image to be the proportion of your screen you want it to take up. Then, set the height to “auto” to automatically adjust based on width,

  • investing responsive email templates. 

 Summary

Hopefully after reading this post and reviewing the embedded infographic, you are ready to go forth and optimize your marketing emails to position them to earn the highest ROI possible.

If you have a question on anything you have read here, don’t hesitate to contact us. We  welcome the opportunity to discuss how eBiz ROI can assist you with maximizing the impact of your email marketing programs, both to the top and bottom lines.

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About

Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.

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