Email was first used in the 1970’s, but modern email marketing as we know it today—with opt-out capabilities, anti-spam rules, and email personalization—has only been around since the early 2000’s. Still, however, it has evolved significantly over the years. It has become one of the most ubiquitous and successful means of marketing communication.
According to Content Marketing Institute, 93% of BtoB marketers use email marketing to distribute content. So, it’s likely that email marketing plays a central role in your marketing plan. To help you make the most of your email marketing, here is a list of resources we love to reference to optimize our email marketing.
Viewing content on mobile is on the rise. According to Campaign Monitor, “More than 70% of people read their email in a mobile app, with most checking their email in the morning.”
When you are creating new email templates, creating a design that’s responsive and looks good in over 90 apps and devices is essential to keeping your subscribers engaged. Here are two resources we love for getting responsive design right.
Litmus is a powerful software that lets you load in your email design, which then gets sent to a virtual fleet of real litmus accounts across 90+ apps and devices. In minutes, you receive screenshots of your emails in every environment—web, mobile and desktop email clients—to ensure a great subscriber experience.
Email on Acid is a great resource website for all things email marketing. Whether you are looking for inspiration for your next campaign, or wanting to learn some specific email tips, tools or templates, the free resources at Email on Acid can help you improve your emails.
You are probably already implementing a wide range of automation workflows based on prospect open and click activity, or triggering emails based on key dates or events in a contact’s history. We find it helpful to get inspiration from others who are building in new automations to increase productivity and handle their growing list. Here are three great resources for automation workflow ideas.
Automizy, and email platform, has produced a very thorough and quick list of ideas and examples of the variety fo ways to make more of your email marketing efforts through automation. Check out their article, “5 Ways To Automate Your B2B Email Marketing | 16 Examples Included” and see if you can pick up a tip or two to improve your email engagement.
4) HubSpot Blog
The HubSpot blog is another great resource for gaining inspiration and making sure you’re not leaving opportunities to automate on the table. In their article, 15 Email Workflows You Should Be Using in Your Marketing Automation, you’ll find a comprehensive list of the ways workflows can be used to improve your email marketing practices.
A/B Testing & Analytics
While one of your marketing goals is likely to increase your subscriber base, let’s not overlook your engagement metrics. The truth is that you don’t need a list of millions to see results. More important is to be delivering email content that gets read and generates responses. Here are three tools that can help you test and perfect your emails.
You may have used this tool for testing your blog headlines, but it’s also useful for testing email subject lines. Since you only have limited space in a subject line and you only have a second to grab your reader’s attention, it’s worth making “headline analysis on CoSchedule” a part of your email standard operating procedure.
6) Sender Score
Your email reputation can impact your results. Using a tool like Sender Score will double down on your email deliverability. No amount of A/B testing or optimizing your responsive layout will help you if your emails are not getting delivered to inboxes.
When you are ready to conduct A/B testing on your emails, a tool like Campaign Monitor’s analytics suite can be a great asset if your marketing automation tool doesn’t have a built-in way to conduct tests with a sample set and automatically send the best performing email to the rest of your list.
List Management & Email segmentation
Your email marketing software probably has list management and segmentation capabilities built into it. But the question is: Are you using those features to their maximum potential? Here are three top-notch resources that will get your creative juices flowing and have you looking at your segmentation and list management practices in a whole new way.
8) Campaign Monitor’s 16 Email List Management Tools To Make Your Life Easier
This list truly covers the gamut from tools to help you attract new subscribers, process and track their engagement to pushing your contacts deeper into your funnel.
Drawing on the vast knowledge of the zapier team, this article takes a deeper look at the specifics of segmenting as it relates to email marketing. Even if you have set up your segmentation strategy, this article may give you reasons to review and update your strategies for continual improvement in your email conversions.
If you’re looking for strategies more than tools, Neil Patel outlines strategies for segmentation based on you audience profile, preferences and actions. You may be doing a few of these already, but adding another layer of personalization through smart, strategic segmentation can improve your marketing results significantly with minimal effort.
We really must end with our favorite resources for email writing because what good is it to optimize your email design, deliverability and timing if the messages are not well-written or not engaging. Here are a few places we go when we’re looking for email writing inspiration, tips or best practice guidance.
Consisting of a nifty chrome extension that allows Grammarly to assist you in any web-based environment, Grammarly will help you compose clear, mistake-free writing that makes the right impression. There’s even a writing assistant and a tone detector, so if your heated morning meeting is spilling over into the tone of your writing, Grammarly will help you keep your brand voice in check.
If crafting emails that work hard for your business is a top priority, CopyBlogger website is an invaluable source of inspiration and tips for great marketing writing. You could even enroll in the CopyBlogger writing course or hire one of their certified writers.
13) Use Creative Formats for Your Content
If writing all the time is not getting the engagement you seek, try delivering your content in one of these alternative ways. Then, transcribe your audio or visual content into text and voila! You’ve got written content you can repurpose and share.
- Make Videos or Vlog episodes
- Record a Podcast
- Share a customer case study or quote
- Invite your contacts to join a webinar, tutorial or workshop
- Share some industry news or a round-up of resources
- Celebrate or call out special subscribers—birthdays or other milestones using your product or service are great ways to call attention
- Q&A—answering frequently asked questions is a great way to address many who have the same question
- Special offers, deals & events – anything with a deadline will get attention and inspire action
Email marketing is here to stay. It’s essential that your email marketing practices stay up to date so that your email communication can help you attain new levels of success.
Let us know in the comments if you have any other email marketing resources you reference regularly. We’d love to know!