Ensuring Your Email Isn’t Sent to Trash

Email has become a very effective marketing tool, with the average person receiving 120 emails per day. So how do you make sure your email is being read amidst the plethora of other promotional emails?

Since March of 2020, the volume of emails being sent out has increased by 14% and is expected to continue to increase. Each email being sent out by a company is competing with many other emails, so knowing how to make your email stand out is the key to email marketing.

Segmenting Your Email Mailing List

Personalizing your messages is an important part of humanizing your content, and is the most effective tactic in email marketing. Companies can take personalization one step further by segmenting their mailing list into different defining groups. Currently, banking emails have an average open rate of 13.5%, which can be accredited to users finding the information irrelevant to their lives. Segmenting email recipients enables companies to specify and personalize certain messages so that the receiving group gets the most relevant and usable information. When a client opens an email that caters to their interests, purchasing behaviors or age group, they will be more likely to engage with the content the email includes.

Integrating Interactive Email Elements

Along with personalization, users will be more engaged with emails that have interactive elements embedded. Interactive content also generates 2x more discussion than passive content. Interactive content can be a simple slideshow of products (via GIFs) or embedded video-click-view, but could also include incentivized games or challenges. These incentivized games, such as spinning a wheel for a prize, will also incentivize users to look out for future emails in hopes of receiving more exclusive deals and content. Keep in mind that the constraints of email HTML and how the variety of email platforms render this HTML means you should always test interactive elements thoroughly before sending.

Sending Emails at the Right Time

Knowing when your clients are most likely to open your email is a good way to gauge when you should be sending them. Companies should analyze their email open rates and interactions with emails sent at different times to figure out what time is most effective for them. In general, certain days of the week and times of day perform better.