Author: Liz Willits

2019 Email Marketing Statistics: We Analyzed 1,000 Emails from Today’s Top Experts

Nearly every business with an email marketing strategy wonders how to write the perfect email. They question the length of their emails. (Short or long?) They wonder how they can get more people to open their emails. (Should I capitalize my subject lines or not?) And they debate even the little things. (Emojis or no emojis?)

And there isn’t a simple answer to these questions — until now.

With the help of AWeber’s data scientist, we analyzed 1,000 emails from 100 of today’s top marketers. Our goal? Gather email marketing statistics that will answer these questions.

The 100 experts we analyzed are the best of the best. Their email strategies engage thousands and drive millions in revenue. Many of them see unheard of results (like 80% open rates and 30% click-through rates).

In this post, we answer 4 important questions:

And more!

Want to skip to a specific section? Click on one of the questions above.

Email marketing statistics: Words in an email

The average email length

Of the 1,000 emails we analyzed, we found that emails have 434.48 words on average. 434 words takes approximately 3.3 minutes to read.

Email marketing statistics: Words in an email

 

Why some pros go with shorter emails

However, more than 50% of the emails we analyzed contained 300 words or less (a 2.3 minute read time). With people receiving more emails than ever before, it makes sense that experts are sending shorter emails. Email marketers need to stand out to captivate their readers. Short emails might be a good strategy for doing so.

Henneke Duistermaat is the founder of Enchanting Marketing and one of the 100 top marketers whose emails we analyzed. She often sends emails with less than 300 words.

“Have you ever heard someone complaining they’re not getting enough email?” Duistermaat said. “Everyone’s inbox is overflowing. We’re all time-starved. So, we love succinct messages that help us make a quick decision: whether to reply or not, whether to click through or not.”

Why some pros send long-form emails

Yet, 24.1% of the emails we analyzed contained 601 words or more. And 11.4% of them had more than 901 words, a read time of approximately 6.9 minutes.

These experts stand out by sending long emails packed with valuable content, like Ann Handley. Handley is the Chief Content Officer at Marketing Profs, a marketing education company, and one of the top 100 marketers we included in our research. She sends her newsletter TotalAnnarchy via AWeber every other Sunday. On average, her newsletters contain 1,838.5 words, which takes roughly 14 minutes to read.

Handley said, “It’s not that long-form emails are effective. Rather, what’s effective is emails that have value for the people on your list. I don’t set out every other Sunday with a goal of writing the longest email I possibly can. But I do have a goal of writing an authentic, valuable, fun letter to each and every subscriber on my list. I put my heart and soul into it, and that’s why people respond.”

Matt Kepnes, author and founder of travel blog Nomadic Matt, is also on our list of top marketers. He sends long-form emails as well. On average, they contain 802 words. Instead of linking off to posts on his blog, he includes entire articles within his emails. These messages see high open and click-through rates. “People will read longer emails if the topic is important enough,” Kepnes says.

How to choose your email length

So how do you decide whether to send short or long emails? It depends on your unique business goals, according to Andy Crestodina, a top email marketer and the founder of website consulting company Orbit Media. “If your goal is simply awareness, long or short is less important. If subscribers see it, like it, and smile, you met the goal! If your goal is traffic, then give the recipient the minimum amount of information needed to decide to click. The CTR (click-through rate) is everything and more text just means more noise in their inbox.”

Email marketing statistics: Characters in a subject line

The average character count of a subject line

Email subject lines play a huge role in whether your messages get opened. In fact, 47% of email recipients open email based on the subject line alone, according to research done by Business2Community.

After researching 1,000 subject lines, we found that email subject lines have 43.85 characters on average.

Email marketing statistics: Characters in a subject line

 

82% of experts send subject lines with 60 characters or less. Which makes sense considering most desktop email clients, such as Gmail and Yahoo!, only display approximately 60 characters before a subject line gets cut off.

Why you should consider using short subject lines

46% of emails are opened on mobile devices, according to research conducted by email testing service Litmus. So it’s important to consider how mobile devices affect the ideal subject line character length.

Most email clients stop displaying an email subject line on mobile devices once it reaches between 33 and 43 characters. The exact number varies from one email client to another.

Since they don’t get cut off in the inbox, shorter subject lines may outperform longer ones. And because only 10.9% of subject lines contain 20 characters or less, it may also be an opportunity to stand out.

Brian Dean, founder of SEO company Backlinko and one of the 100 top marketers whose emails we analyzed, sends subject lines with an average of 15.1 characters. “After lots of testing I’ve found that short subject lines get much higher open rates,” Dean said. He believes these results are due to two factors:

  1. Short subject lines reach the inbox more frequently.
  2. Short subject lines are more mysterious.

“I used to try to outline the entire message in my subject lines. And it gave people no reason to actually open my email,” Dean says.

Email marketing statistics: Emojis in subject lines

The percentage of emails with emojis

Only 6.9% of the 1,000 email subject lines we analyzed incorporated emojis. That leaves a whopping 93.1% of subject lines without them.

Email marketing statistics: Emojis in subject lines

 

Why only 6.9% of emails contain emojis

Experts might see emojis as a risk, since they can display differently, and sometimes incorrectly, in email clients.

In fact, subscribers opening emails on old computer operating systems may not see emojis at all. “Windows 7, which holds a major market share of 48.4%, offers very limited support for emojis, displaying in black and white or not at all,” email testing company Litmus says in its research on emoji support in email.

[Image source: Litmus]

Why you should consider using emojis in your subject lines

While only 6.9% of subject lines included emojis, that doesn’t mean you shouldn’t. In fact, this may mean you should test them with your own audience. It could be a huge opportunity to be unique.

And emojis might actually increase open rates — as long as you use the right emoji, according to Mark Asquith, marketing expert and founder of Rebel Base Media. (Asquith is one of the 100 top marketers whose emails we included in our research.) He frequently uses the icons in his own subject lines. “A well-placed smiley, timer, or contextual emoji used alongside a well-thought-out subject line will really make your message stand out within someone’s already very busy inbox,” he said.

Try a/b split testing two email subject lines — one with an emoji and one without. The results from your split test can help determine if emojis boost open rates with your own audience.

Related: How to Split Test Your Emails

Email marketing statistics: Subject line capitalization

The 3 capitalization formulas for email subject lines

To find out how top marketers use capitalization in their email subject lines, we examined the subject lines from our 100 experts to see if they relied on a particular capitalization formula.

We found 3 common formulas: sentence-case capitalization (the first letter of the first word is capitalized), title-case capitalization (the first letter of every word is capitalized, except for articles like “the” and “an”), and all lowercase capitalization (every letter is lowercase).

As an example, here is the same subject line with these 3 different formulas applied to it:

  1. Sentence-case: This is an email subject line
  2. Title-case: This Is an Email Subject Line
  3. All lowercase: this is an email subject line

How experts capitalize their subject lines

60% of email subject lines use sentence-case capitalization, 34% use title-case capitalization, and only 6% use all lowercase email subject lines.

Email marketing statistics: Subject line capitalization

 

Are lowercase subject lines an underused secret?

The majority of the experts we analyzed use sentence-case capitalization. But a few experts consistently send emails with entirely lowercase subject lines, like email marketing expert Val Geisler. Geisler is a freelance consultant and writer who specializes in email marketing, and we analyzed her emails for our research.

Geisler points out that people are more likely to open an email if it’s from a personal connection or friend. “If you’re writing an email to a friend, are you going to title-case the subject line? Probably not. You likely won’t even use sentence-case capitalization,” she said.“I write my emails like I’m writing to a friend so my subject lines follow the same principles. Does it work? I’ll let my ~80% open rates and ~30% click rates speak for themselves.”

How should you use these email marketing statistics?

Use these findings as a guide the next time you’re writing an email.

Want to stand out? Try a strategy that most people aren’t using — like emojis in subject lines or lowercase subject lines.

Want to follow a proven strategy used time and again by the experts? Use the findings in this report to follow time-tested email copy strategies used by the majority of experts.

To receive more research like this, as well as free email marketing advice and strategy, subscribe to our weekly email newsletter FWD: Thinking.

About the data from this research

We analyzed 1,000 marketing emails from 100 successful businesses and entrepreneurs. While we didn’t randomly select these businesses, we chose experts across multiple industries and from numerous countries.

See the complete list of the 100 businesses we included in our research (and follow them!) here.

The post 2019 Email Marketing Statistics: We Analyzed 1,000 Emails from Today’s Top Experts appeared first on Email Marketing Tips.

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The 7-Day Challenge to Jump-Start Your Email Marketing in 2019

Every year, 80% of new year’s resolutions fail by the time February rolls around. Launching your email marketing strategy shouldn’t be one of them.

That’s why we created a simple, 7-day challenge to help you dominate email marketing in 2019.

By the end of it, you’ll have launched the most important parts of a successful email marketing strategy. And the best part? You only need 30 minutes or less each day to complete this challenge.

(Don’t have an email marketing platform? You’ll need one. Set up a FREE email marketing account in AWeber.)

Day 1: Choose your email template and brand it. (30 minutes)

This step is often overlooked. Many people use different email templates every time they send an email. Or, they never fully customize a template to match their brand.

But branding an email template and using it consistently are important. Your brand sets you apart from your competitors. It allows you to be unique and develop a personality for your business. It builds credibility and trust between you and your subscribers. Your subscribers can see your content and immediately tie it back to you.

Step 1: Choose your email template. Find an email template that works with your brand and your message. A plain template is often better than one already filled with colors and background images, because it’s easier to make it your own. Then, add your logo to the top or bottom of the email. (Inside AWeber, there are 8 NEW email templates you can easily customize to fit your branding. Choose the template format you’d like. Then drag and drop to add your images and build the layout you want.)

Step 2: Add your brand colors to your template. Don’t overdo it! Too many colors can be distracting. Try adding your brand colors in just a few places, like your call-to-action buttons, header image, or headlines.

For example, in the welcome email of AWeber’s FWD: Thinking newsletter, we incorporate our brand colors by using a header image with AWeber’s green and blue gradient and a call-to-action button with our brand’s shade of blue.

Homework: Watch this video on How to Design an Awesome Welcome Email.

To do: Choose an email template and add your logo and brand colors to it.

Day 2: Customize your confirmation message. (15 minutes)

A confirmed opt-in message is an email you send people immediately after they fill out your sign up form. It asks them to verify they want to subscribe to your emails by clicking a link or button in the message.

Confirmation messages are optional but strongly recommended. They serve as proof that your subscribers definitely want to be on your list. So internet service providers (like Gmail and Yahoo!) may deliver more of your messages to the inbox when you use confirmation messages. Plus, it prevents subscribers from signing up using fake email addresses.

To make your subscribers more likely to confirm their subscription, you can follow these common best practices for confirmed opt-in emails:

  1. Keep your content short.
  2. Explain the value your subscribers will receive by subscribing to your list.
  3. Tell them what they need to do to confirm.

Homework: Read Writing Confirmation and Welcome Emails People Love.

To do: Set up and customize the subject line and content of your confirmed opt-in email. (If you’re an AWeber customer, you can follow these directions to complete this step.)

Day 3: Create a sign up form. (30 minutes)

Sign up forms allow your subscribers to easily join your email list. You can promote your form by adding it to your website and sharing a hosted sign up form with your audience. Hosted sign up forms allow you to share your form anywhere, even if you don’t have a website.

Homework: Read 9 Inspiring Sign Up Form Ideas to Grow Your Email List.

To do: Write your sign up form copy and build your form using ideas from the homework post you just read.

Day 4: Write your welcome email (30 minutes)

A welcome email is the first message subscribers receive after joining your list and confirming their subscription. And it gets a lot of attention — on average, open rates are 4 times higher and click-through rates are 5 times higher than other emails, according to marketing research company Experian. You can take advantage of this above average engagement by crafting an excellent welcome email.

Your welcome email should:

  • Welcome subscribers to your email list.
  • Deliver the lead magnet you promised on your sign up form.
  • Explain what kind of content you’ll send subscribers, how often you’ll send it, and what they’ll learn.
  • Introduce yourself or your business.
  • Ask subscribers to add you to their address book. (This is called whitelisting and it can help more of your emails bypass the spam folder.)

Once you draft your welcome email, take some time to personalize it! Personalization makes your subscribers feel you’re writing a message specifically to them. Something as simple as including your subscriber’s first name in the subject line or body of your welcome email can boost opens and clicks.

Homework: Read The One Email You Should Always Send and How Personalization Can Help You Connect with Subscribers.

To do: Write and build a welcome message for your subscribers using AWeber’s Drag and Drop Email Builder.

Day 5: Automate your welcome email. (10 minutes)

You wrote your welcome email. Your next step? Automate it. That way, your subscribers will receive it immediately after they sign up for your list.

Simply create an automated series for new subscribers in your email marketing platform. Here’s how:

  1. Build a new automation series in your email marketing platform. Make sure it’s set up to send to every new subscriber.
  2. Paste your welcome email content into the template you chose on day 1.
  3. Add your welcome email to the series.
  4. Activate your series.

Your email marketing system does the rest!

Homework: Read Email Automation 101: How to Use Automation.

To do: Create a welcome series using AWeber’s automation platform Campaigns and add in your welcome email. (Here are step-by-step instructions for setting up your own welcome series in AWeber.)

Day 6: Publish your form on your Social Media channels. (20 minutes)

Your list is set up and your confirmation and welcome messages are ready to go. Now it’s time to put your hard work to the test and start to grow your list!

An easy first step is turning you social media followers into email subscribers. People who follow your brand on social media have already shown they want to hear from you. And there’s no better way for them to stay up to date on your latest content and sales than joining your email list.

Post a link to your hosted sign up form on Facebook, Twitter, and LinkedIn and ask your social followers to subscribe for exclusive updates.

Homework: Read 7 Expert Tricks to Grow Your Email List with Social Media.

To do: Add your sign up form to your Facebook profile and tweet out the hosted URL to your form.

Day 7: Share your sign up form with your connections. (20 minutes)

Reach out to the people you already know, like colleagues, friends, or family members. Ask them if they want to sign up for your email list.

Let them know what content you are offering and explain the benefits they would receive if they sign up.

If they say no, maybe the content you’re offering just isn’t for them. But maybe they know someone it would be perfect for. You never know until you ask!

Homework: Read How To Get Your First 50 Email Subscribers in Less Than 30 Days. Use the fill-in-the-blank copy template in this post to easily reach out to people.

To do: Contact 5 people you know. Send them the hosted URL to your sign up form and ask if they’d like to join your email list or share it with someone they know.

Ready, set, go!

Congrats! If you completed this 7-day challenge, you’re well on your way to launching a successful email marketing strategy.

Want more content like this? Subscribe to our FREE weekly email newsletter FWD: Thinking for email marketing tips from the pros.

Bonus challenge

Ready for your next challenge? Then try this: Create a lead magnet, a freebie you give subscribers when they sign up for your list. Lead magnets can increase the conversion rate of your sign up form.

For example, author and productivity expert Paula Rizzo offers a free List Making Starter Kit in return for signing up for her email newsletter, which she sends via AWeber.

Homework: Read How to Create a Lead Magnet in Less Than a Day.

To do: Build a lead magnet, add a link to it in your welcome email, and mention it on your sign up form.

The post The 7-Day Challenge to Jump-Start Your Email Marketing in 2019 appeared first on Email Marketing Tips.

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“How Do I Avoid the Spam Filter?”

Every week in our newsletter FWD: Thinking, we give subscribers the opportunity to ask our team of email experts a question. Recently, we’ve heard a few questions about the spam filter, like the below submission:

“Our emails are getting lost in people’s spam filters. How do we combat that?” – Heather, FWD: Thinking subscriber

So we asked our Director of Deliverability Karen Balle to share her advice. Balle is an expert on the science of how internet service providers (like Gmail and Yahoo!) choose which emails go to spam and which emails reach the inbox.

Her advice isn’t to avoid certain words in your subject line. Or to use plain-text emails. It’s much more straightforward.

How to avoid the spam filter: Send content your subscribers want.

Buying your email list or sending your subscribers unwanted content is a great way to go directly to email marketing jail, a.k.a. the spam folder.

Instead, send emails your subscribers will open and click and not mark as spam. “The path to good deliverability is sending wanted content to people who have asked for that content to be sent via email,” Balle said.

How do you send content your subscribers can’t wait to get? Use this proven, 4-point checklist.

Step 1: Email people who opted in to receive messages from you.

Ignore this and your emails will likely take a one-way trip to the spam folder, including messages for subscribers who actually did opt in.

This means that buying your email list or manually adding people to your list without their permission is off limits. These tactics will tank your email reputation, which means that internet service providers will be less likely to deliver your emails. (Plus, it’s illegal.)

Step 2: Set expectations on your sign up form.

Your subscribers shouldn’t be surprised by the emails they get from you. If they are, they might mark them as spam.

To avoid surprises, clearly explain on your sign up form what type of content you include in your emails and how often you send messages.

For example, Ann Handley, Chief Content Officer at Marketing Profs, describes the type of content she sends and how frequently she emails her audience on the landing page for her newsletter TotalAnnarchy.

Related: 9 Inspiring Sign Up Form Ideas to Grow Your Email List

Step 3. Send valuable emails.

One of the biggest factors in whether or not your emails reach the inbox is positive subscriber engagement. “Good deliverability relies on high subscriber interaction, low complaints, and low bounces,” Balle says.

To get your subscribers to consistently engage (open, read, and click!), your email content must be valuable to them. You can add value to your emails by including educational content in them, like blog posts or videos, or even showing subscribers how your product or service will improve their life. If your emails solve subscribers’ problems and pain points, they’ll open them every time!

Related: How to Find Your Customers’ Pain Points

Step 4. Ask your subscribers for ideas.

Not sure what your subscribers will find valuable? Simply ask them! Send a survey in your welcome email or ask them to reply to your welcome email and share what they’d like to learn.

You can use these ideas to craft valuable content your subscribers will love to receive. And that can increase your email engagement and your chances of reaching the inbox.

Related: The 4 Survey Emails That’ll Give You Answers to Your Most Pressing Questions

Have a question for our team?

Subscribe to our weekly newsletter FWD: Thinking to ask it! Each week, you’ll receive an email packed with the latest educational content on email marketing. And, you’ll get access to a form where you can submit questions for the AWeber team.

The post “How Do I Avoid the Spam Filter?” appeared first on Email Marketing Tips.

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117 Tools to Help You Be the Best Email Marketer in 2019

Back in 1998, AWeber invented email automation. Ever since, our team has continued to innovate email marketing.

This year was no exception. We created tools for the modern marketer to connect with their audience anywhere and anytime. We crafted content to help new and experienced businesses alike launch impactful, successful email marketing campaigns. And we formed a team of email experts to answer your most puzzling questions at any time.

Take advantage of everything AWeber has to offer — and make 2019 your best year for business yet!

A modern message editor that’s easy and fun to use

Creating emails should be fast and intuitive. We made dozens of additions and enhancements to our Drag and Drop Email Builder based on feedback and testing from hundreds of our customers.

The result: building emails — whether it’s from one of our modern layouts or from scratch — has never been easier, more flexible, or more enjoyable.

Related: How to Craft Irresistible Newsletter Content

Automations that changed the game

We added the ability to add and remove tags to subscribers based on opened emails and clicked links. You can now automate and segment like a pro.

Here’s how it works:

  1. You send an email containing one or more links.
  2. When a subscriber clicks a link, you can then tag (a.k.a. label) that subscriber with one or more unique tags.
  3. Use those tags to create subscriber segments (a.k.a. groups), OR to kick off an automated sequence of emails (or both).

Related: How to Use One-Click Automation and Segmentation

2 updated mobile apps to market from your pocket

We made powerful new additions to AWeber’s mobile apps to give you the ability to check your marketing analytics and quickly create content on-the-go.

In our Stats app, we added push notifications to let you know when new subscribers are added to your list. It’s like a virtual high-five.

We also added easy-to-read reports that let you see how many subscribers open and click your automated email campaigns.

And we’ve completely revamped Curate, a mobile app that lets you quickly build and send emails to your subscribers.

Learn: How to Create an Email Newsletter on Your Phone in 30 Seconds

An email A/B testing tool that goes the distance

May the best email win!

This year, we launched a new and improved email A/B testing tool. While many split testing tools only allow you to test your subject lines, AWeber’s A/B testing tool does it all! You can A/B split test:

  • subject lines
  • preview text
  • images
  • copy
  • email templates
  • send times
  • call-to action buttons

And more!

Find out what works best with your specific audience and make every email count.

Related: 6 email split tests you can set up in 1 minute

Functional and modern email sign up forms

We built new sign up form templates to help you grow your list in style!

You can use these templates to create and customize a new sign up form to match your brand! Then, use a simple Javascript snippet, or our WordPress plug-in to add the form to your site.

No site? We’ll host the form on a landing page, and give you a unique link to share with your audience on social or personal networks.

Related: 9 Inspiring Sign Up Form Ideas to Grow Your Email List

24/7 email marketing advice

A question about email marketing or your email provider should never keep you from connecting with your audience and growing your business.

That’s why we expanded the availability of our award-winning Customer Solutions team. Now,  you can contact our team of email experts with technical questions (like how to set up your account or how to migrate a list) or strategic questions (like what to write in your emails or how to increase open rates) at any hour of the day.

You can reach us by phone, chat, or email — whatever’s best for you.

A revamped email marketing newsletter trusted by 30,000+ businesses

Looking for a single place to get the latest and best email marketing advice and strategies? Look no further than FWD: Thinking, AWeber’s weekly email newsletter.

In 2018, we revamped and rebranded our newsletter based on our subscribers’ feedback. Now, it’s filled with even more quality advice for businesses to enhance their email marketing, like:

  • innovative email strategies to get an edge on your competition
  • real-life case studies that explain how successful businesses are using email
  • free workshops, guides, reports, and templates to stay on top of industry trends
  • inspirational and actionable email advice that you can apply in minutes

Get it delivered to your inbox every Thursday — for free! Subscribe now.

An email automation course that teaches you how to get results around-the-clock

This year, we launched 24/7 Email Marketing Master Class. It’s the most complete course for creating a powerful, profitable email automation campaign that gets results around-the-clock.

Join 800+ students who have learned how to set up a scalable, automated email marketing engine that runs 24/7. Use the promo code 2019automate to get the course for 50% off. But hurry! Only 500 people can claim this code before it expires.

Enroll in the course

An updated workshop that’ll show you the 6 MOST important emails

You can write engaging, compelling emails and see success with email — even if you’re not a writer – with 6 emails.

In this workshop (which we refreshed this year!), you’ll get step-by-step instructions for writing — and launching — these impactful emails.

Join the workshop

14 ways to grow your email list — all in one workshop

Follow the strategies of today’s top marketing experts to grow your audience. In this NEW, free workshop, learn how these experts use 14 strategies to build their list.

Join the workshop

The most-read educational email marketing articles

Every week, we publish new blog posts to help you master email marketing. But this year, 6 posts stole the spotlight. These were wildly popular articles that our audience read and shared over and over again. Read and share them with your friends!

Want to get access to all of our free blog posts, workshops, and courses? Subscribe to our weekly email newsletter, FWD: Thinking.

More than 100 new integrations

Whether you’re adding subscribers from your eCommerce store, leads from your website, or students from your online course, integrating your favorite apps with your email platform should be simple and flexible.

AWeber now connects with more than 100 of your favorite apps, like:

  • GoToWebinar
  • MINDBODY
  • Disqus
  • ScheduleOnce
  • QuickBooks Online
  • Xero
  • ManyChat
  • Google Analytics
  • Google Calendar
  • Calendly
  • ShipStation
  • Zendesk
  • Squarespace
  • Wix
  • Weebly
  • Podcast Websites
  • Blogger.
  • Big Cartel
  • Square
  • Zippy Courses

And even more!

Exciting things are coming in 2019

In 2019, we plan to do even more to innovate how you email and make it easier than ever to reach your business goals.

Be on the lookout for more new features, awesome content, and powerful integrations. Plus, a heck of a lot more!

Not an AWeber customer yet? Try us out free for 30 days and see our new features.

The post 117 Tools to Help You Be the Best Email Marketer in 2019 appeared first on Email Marketing Tips.

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7 Ways to Create a Black Friday Email Campaign That Drives Sales

U.S. retailers earned a record $7.9 billion on Black Friday in 2017, according to Adobe Analytics. That’s an increase of nearly 18% from the prior year!

A Black Friday email campaign is a great way to cash in on all this spending. However, with thousands of Black Friday emails to compete against, it can be difficult to get your audience’s attention.

With these 7 email campaign tactics, you’ll stand out inside the inbox.

1. Keep it short.

People often debate the ideal email length. While there’s often no simple answer, on Black Friday there is. Keep your content brief. Your subscribers’ inboxes are filled with other emails. They’re busy looking at numerous sales and online shopping.

So get straight to the point. Describe your sale and link off to your website.

For example, see how mattress company Casper does this in their Black Friday email below.

Related: 5 Tactics for Short Emails That Pack a Punch

2. Don’t bury the lede.

Journalist are often advised not to bury the lede a.k.a. the most important information. For email marketing, this is true as well. Your most important or interesting information should be near the beginning of your email. On Black Friday, this is crucial. And the most important information is the discount or deal you’re offering.

To make it easy for your subscriber to see your special offer at a glance,  include it in the headline of your email.

For their Black Friday email campaign, Code School, an online education platform, describes their discount in a brief and bold headline. The headline makes it simple for subscribers to see exactly what the offer is.

Related: 8 Top Brainstorming Techniques to Help You Write Killer Emails

3. Show off your goods.

Another way to increase your click-through rates on Black Friday? Display your product images inside your emails. If a subscriber sees something they like, they’ll be much more likely to click on your call-to-action button.

Active gear retailer HuckBerry created a gift guide for their 2017 Black Friday email campaign. They gathered their best deals into one email, including large product images, the original and discounted price, short descriptions, and call-to-action buttons for each product.

4. Refine your subject lines.

To beat the competition in the inbox on and around Black Friday, your subject line must be engaging. To craft a subject line that stands out, try one or a few of these tactics:

  • Describe your discount or sale in your subject line.
  • Mention how much time people have to claim your deal.
  • Be funny or witty.
  • Keep your subject line under 30 characters.
  • Use an emoji.
  • Explain the discount or sale.

Here are a few subject lines from 2017 Black Friday email campaigns that use these tactics:

Example 1

Company: Chubbies

Subject line: not a typo: 50% off

Example 2

Company: C&T Publishing

Subject line: Hours left to shop the Black Friday sale

Example 3

Company: Levenger

Subject line: Only Hours Left – Black Friday Weekend – 30% Off + Free Shipping

Example 4

Company: Nordstrom

Subject line: Black Friday shoe deals from UGG, Tory Burch, Hunter and more

Example 5

Company:  Physique

Subject line: Black Friday Deals 💸🎁

Example 6

Company: Overstock Art

Subject line: Last Chance to Shop the Exclusive ⚡ Black Friday ⚡ Gallery

Related: Your Guide to Writing the World’s Best Email Subject Lines

5. Use GIFs.

Adding motion to your emails is a great way to be unique and delight your subscribers on Black Friday. Add a simple GIF, a moving image, to do so.

Bonus: We created FREE GIFs you can use in your emails. Download them here.

Kidly, a children’s toy and clothing company, created a GIF for one of their Black Friday emails.

It’s fun — which matches their brand — and seasonal. The headline and image work together to create a stand-out email.

Related: Everything You Need to Know about Using GIFs in Email

6. Explain when your deals end.

Create urgency by informing subscribers that your sale ends soon. In his book Persuasion, best-selling author and psychology professor Robert Cialdini explains that urgency is a psychological trigger that encourages people to act.

Wonderbly, a children’s book company, creates a sense of urgency in the headline and copy of their Black Friday email below.

7. Send emails when others aren’t.

Sometimes, the best way to get high engagement is avoiding the crowds. To do so, send an email campaign in early December. It’ll be easier to get your subscribers’ attention.

MusicMagpie, a company that purchases used technology, sent a post-Black Friday email campaign in 2017.

To make their email extra relevant to subscribers, they position their services as a solution to the problem of overspending on Black Friday.

Start crafting your Black Friday email campaign today.

Need help? Download our free “What to Write in Your Emails” guide. You’ll get an email course that’ll show you how to write great emails. Plus, we’ll also give you more than 45 fill-in-the-blank email copy templates.

(Thanks to MailCharts and Really Good Emails for the email examples used in this post.)

The post 7 Ways to Create a Black Friday Email Campaign That Drives Sales appeared first on Email Marketing Tips.

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