A recent study conducted by Constant Contact revealed the winning combination of what makes customers click-through emails sent by small businesses. Breaking it down to the nitty-gritty, their collective research concluded that emails with three or fewer images and about 20 lines of text optimize click-through rates.*
Success of an email campaign not only depends on those technical factors but also what type of small business you are, specifically whether you are profit or non-profit. Email marketing strategies differ greatly between the two businesses primarily because their audiences are very distinct – consumers vs. volunteers/members.
In either type of business, Director of Digital Marketing Education for Constant Contact, suggests these four tips when planning your next email marketing campaign.
- Keep it clear. Stay focused on what it is you want to communicate and don’t sway from your main point.
- Keep it concise. Aim to quickly and efficiently deliver your message, avoiding too many unnecessary words. This said, you still want to keep your audience engaged – so make it worth reading.
- Keep it correct. Often, people mislead their audience by using jargon. Your choice of words should be easy to understand, delivering a clear message to your audience.
- Keep it courteous. The general rule of thumb is to keep it nice and friendly. Sure, you can offer a sassy twist if that’s your style, but keeping it courteous is always in style, as well.
It also goes without saying that a strong email campaign should be part of a small business’s strategy that should also include mobile, social and general marketing.
* 20 lines of text was revealed as having the highest click-through rates from all of the data analyzed by Constant Contact but does vary depending on industry type.