When designing your emails, always view them in desktop and mobile versions. If you know individuals using different email providers, screen sizes, and devices, consider sending them test emails to see how they appear on several different devices before sending your campaign. You can also use email marketing software to preview how your campaigns will look on other devices.
Use graphics and rich text
You can use several types of email formats when creating your campaigns, including rich text. Rich text emails are formatted and allow for links and bullet points. Many email providers convert rich text emails to HTML, and it's widely accepted across most apps and programs, making it ideal when you're unsure which type of document subscribers can see and read.
In addition, you should always use graphics in email marketing, except when you want your emails to appear as letters and more personal communication.
For example, salespeople may send emails without graphics because they're unnecessary for conveying a message. Meanwhile, if you're promoting any product or something that requires a visual, you should always use graphics to show users what they can expect.
Add shareable links
Expand your reach by allowing subscribers to easily share your emails with friends and family or on social media. If you send a newsletter about financial information for parents, subscribers can easily share your articles or the newsletter by clicking shareable links that automatically send them to social media channels or open their email applications.
You should include sharing links in your emails and give your subscribers options. For example, some may want to share your email as a link, while others may wish to email it to friends and family or share it with their followers on social media.
All emails need a strong CTA if you want subscribers to take action. However, the type of CTA you use may vary depending on your business. For example, a salesperson sending an email to a customer may have a CTA asking them to reply to the email or give them a call.
Meanwhile, an e-commerce email campaign may include a "buy now" or "learn more" CTA button to entice users to take action while making it easy for them to understand what to do next.
To optimize your email marketing CTA, consider the goal of your campaign. For example, if you want to sell products, you can use a CTA button. Of course, you should always experiment with the type of CTA you use, including its placement, size, and color.
As you may already know, keeping your CTA near the top of the email where subscribers can easily find it is more effective than one that's only seen once a user scrolls down after reading the entire email.
Additionally, your CTA should always use actionable language to tell users what to do next. Then, you can experiment with the action words you use to help you find the most effective ones for increasing your CTRs and website traffic.
Include an option to unsubscribe
All emails must include an unsubscribe link to ensure you comply with US CAN-SPAM laws enforced by the Federal Trade Commission. These laws state that businesses must include a prominent method for subscribers to opt out of marketing communications.
Additionally, if your readers don't want to hear from you and don't have an obvious way to unsubscribe, it will affect your open and CTR rates. Therefore, the easiest way to ensure inactive subscribers aren't giving you inaccurate results is to provide them with the option to unsubscribe with every email marketing campaign.
Most consumers expect to find the unsubscribe link in the email footer. But, of course, you don't want your audience to unsubscribe, and if you find that you have a high unsubscribe rate, it could indicate that your emails aren't relevant.
Always test your emails
Testing and comparing the results from your email campaigns is crucial for optimizing them. When creating your next email campaign, you can choose to A/B test variations to find the most compelling subjects, CTAs, content, and design elements. In addition, you should always monitor email marketing metrics and campaign performance to determine which types of emails subscribers are most likely to open and engage with.
Every email marketing campaign is a chance to learn and improve. Arming yourself with data is crucial for optimizing your email marketing campaigns and brainstorming new ways to increase engagement, CTRs, and open rates. In addition, continuously testing and measuring campaign results against each other can help you make better decisions and get better results from each campaign.
Improve your email marketing performance
Email marketing optimization can increase open rates and CTRs, bringing more traffic to your website and allowing you to build valuable relationships with customers that can build loyalty.
Mailchimp's email marketing automation makes it easy to optimize your email campaigns by reviewing metrics and the performance of other campaigns, creating A/B tests, and designing visually appealing emails that are sure to increase clicks. Optimize your emails with Mailchimp today.