We’re now over a week into 2015. The Christmas and New Year sales are well and truly behind us, so now is the perfect time to start thinking about your email marketing strategy over the next twelve months. Although the popularity and efficacy of email marketing is set to continue, it’s no good resting on your laurels. The email and Internet marketing world is constantly changing, and 2015 looks set to be no exception. Here are just a few of the email marketing resolutions you need to make going into the new year:
Learn From Past Efforts
In the world of email marketing, there are always new things to learn. Although you might think it’s simpler and more cost effective, don’t just repeat the same marketing strategy year on year. Even if you consider your email marketing efforts from 2014 to be a success, there are always things that you can improve on. Before you plan your 2015 marketing strategy, take a look back at your past efforts. Which things worked well? Which elements were less successful? Which things resonated particularly well with customers? Use this data to streamline your new marketing strategy.
Work on Your Subject Lines
The subject line has long been considered to be the most important element of an email. As smartphone usage has increased, so has the importance of the subject line. However, in 2015, subject lines are set to become even more vital. The use of wearable devices (such as smartwatches) has been gradually increasing over the last few years, and when the Apple Watch is launched in spring, they’re set to sky rocket. This makes your subject lines even more vital as, on those devices’ tiny screens, they could be the only part of your email that your subscribers see.
There are various schools of thought when it comes to subject lines. Some people say that they should be less than 40 words, while others suggest various words that should be avoided. While some of these rules are pertinent, the main thing a subject line should do is describe what is in the body of your email. If you can excite or engage with your subscriber at the same time, that’s even better.
There are various ways of making your customer take notice of your subject lines. You can refer to them by name:
Or you can ask them a question:
Or you could make them start dreaming about something:
Just make sure that each of your subject lines is different, otherwise your subscribers will think you’re not sending them original content.
Keep Things Social
Although social media marketing doesn’t get close to email marketing in terms of ROI, that doesn’t mean that it should be discounted altogether. Social media usage is set to continue to rise into 2015, and social marketing is finally starting to yield some significant, measurable results. Social media can help you get more out of your email marketing. Make sure you include social media buttons in all your emails, just like TM Lewin have done:
By doing this, even if your email doesn’t lead to a sale, it may gain you a new follower on Twitter or a ‘like’ on Facebook.
You could also include hashtags in your subject lines, like this:
That way, your customers can engage with your brand without even opening your emails. They may start using (or engaging with) that hashtag on social networks, increasing the reach of your message and your brand.
Email marketing looks set to grow and grow over the next year. By planning your campaigns now, you’ll be sure to have a great 2015!
Image courtesy of Stuart Miles at FreeDigitalPhotos.net