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Category: Email Campaigns

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Are you interested in using email marketing solutions for your small business?

With email marketing still being the most effective marketing channel it’s no wonder that small businesses are looking to use email to generate more customers and sales.

What most businesses getting started with email marketing run into rather quickly is the issue of scaling their email marketing campaigns. In order to do this, you need the right email marketing software.

In this guide, we’re going to talk about everything you need to know about using email marketing solutions for small businesses.

Benefits of using email marketing solutions for small businesses

Email marketing stats

Source: business2community.com

There are plenty of reasons why small businesses should use an email marketing solution.

Email marketing software allows you to:

Save time – Once you set up an email campaign, the email marketing software automates the rest for you, saving you from having to do things manually.

Generate traffic, leads, and sales – Email is a cost-effective way to drive traffic to your website, as well as generate leads and sales for your business. Email marketing solutions allow you to supercharge the profitability of email as a marketing channel through automation.

Develop a relationship with your audience – People buy from small businesses they know and trust. Email allows you to build trust and develop a relationship with your audience by communicating with them and providing them with helpful content. Email marketing enables your business to stay top-of-mind and keep your audience engaged.

Improve brand awareness – Email communication can help you improve brand recognition and awareness by helping you stay in touch with your audience on a regular basis. While you might not be able to sell to them straight away, your email subscribers will keep you in mind for when they’re ready to purchase.

Reach your audience on any device – Email marketing allows you to reach your audience no matter what type of device they use – a desktop or laptop computer, smartphone, or tablet. If you make sure to use responsive email design, your message will also be displayed in the same way to your entire audience.

How to get started using email marketing solutions

Create an email marketing strategy

The first step to getting started with using an email marketing solution is to create an email marketing strategy.

Think about the types of emails your contacts would like to receive and the content that would interest them. Consider sending a survey to your contacts to find out what kind of emails they would appreciate the most.

The three main types of marketing emails you’ll be sending include:

  • Transactional emails – As their name implies, transactional emails are sent as a result of customers completing a transaction by making a purchase on your website. These include order confirmation emails, shipping information emails, invoices, receipts, etc.
  • Promotional emails – These emails are designed to promote a deal or offer. Examples include seasonal discount emails, holiday emails, etc.
  • Behavioral emails – Also known as lifecycle emails, these types of emails are triggered by customer behavior. The abandoned cart email is an example of an effective behavioral email.

Your email marketing strategy should be based on a balanced mix of transactional, promotional, and behavioral emails.

Choose the right email marketing solution

After designing an email marketing strategy, you’ll need to decide on the email marketing solution you’re going to use.

When looking for the right email marketing software for your business, start by considering your specific needs. What features are you looking for in an email marketing solution? 

What goals are you looking to accomplish with email marketing? Do you want to convert leads, generate more sales, or educate your customers?

Whatever your goals may be, make sure that the email marketing software you choose can help you achieve them.

Keep in mind that, at a minimum, your email marketing solution should allow you to:

  • Easily create branded emails using high-quality, pre-designed templates
  • Manage multiple email lists from a single location
  • Segment lists based on a variety of different factors
  • Create email sequences and custom email workflows

PushSend can do all of this, and more. Our email marketing solution has everything you need to grow your business through email.

Segment your email list

Segment email list

All great email marketing campaigns take advantage of segmentation. By isolating a specific segment of your audience, you’re able to create highly-targeted email campaigns and deliver exactly the content your contacts need, at the time they need it.

This will ensure that all your emails achieve high engagement rates and will help to develop a deeper relationship with your audience.

Not taking the time to create relevant, segmented audiences for each of your email campaigns can result in annoying your contacts by sending them content that doesn’t interest them. This could make them lose trust in your brand and even unsubscribe from your email list. 

You can segment contacts based on a variety of factors, including

Demographics – Perhaps the most basic type of segmentation out there, you can segment contacts based on their age, gender, or location.

Industry – You can segment contacts based on the industry they’re in, which is especially important if your business caters to several very different industries.

Behavior – Contacts can also be segmented based on their behavior. For example, you might want to create different segments based on how contacts signed up to your list, what products or services they were interested in, etc.

Buyer’s journey stage – Creating separate segments based on the stage of the buyer’s journey the contacts are currently in is crucial for being able to send relevant content to your audience. For example, people who are in the Awareness stage would most likely appreciate receiving educational blog posts, while those in the Consideration stage would be interested in seeing reviews or testimonials for your products or services.

Create great marketing emails

Create great marketing emails

Now it’s time to create your email marketing campaign. In this section, we’re going to talk about what constitutes a great marketing email and how you can create one yourself.

Write an attention-grabbing subject line

The first thing customers will notice about your email is its subject line. It’s what they’ll use to judge whether they should open your email or not.

This makes it crucial that you write a great, attention-grabbing subject line.

Research has shown that subject lines between 61 and 70 characters get the highest open rates. If you want to improve the open rate of your emails even further, you should personalize the subject line by using relevant personal data you have on your contacts, such as their first name or company name.

Don’t forget about the From field

The From field is often neglected when designing email marketing campaigns. However, what you decide to use in the From field of your emails can have a great impact on how your subscribers respond to your emails.

Use the From field to show that you’re a real person and not a spam bot. Make it personal and clearly state your name and your company’s name. 

This will help to build trust and make contacts feel more comfortable interacting with you. 

Provide value

Each email you send to your subscribers needs to provide them with some kind of value. The best way to do this is to use your marketing emails to educate your audience.

Find out what kind of content they would appreciate the most and then send it to them. Examples of educational content you can send to your subscribers include:

  • Blog posts
  • Videos
  • Podcast episodes
  • Ebooks
  • Infographics
  • Email courses

Personalize your emails

Personalized email campaigns drive six times more revenue than non-personalized campaigns. If you want to generate as much revenue as possible with your email campaigns, you should try to personalize your emails for each specific contact.

There are numerous ways to personalize your emails, such as using your contact’s name, location, or company name in the email.

Don’t overcomplicate

Your emails should be easy to read. Don’t use complex language, technical jargon, or slang. 

Write your emails in such a way that every member of your audience will be able to read and understand them.

Additionally, don’t feel like you need to use fancy email designs. Sometimes the most simple emails actually perform the best.

Make your emails mobile-friendly

Since more than 50% of emails are read on mobile devices, you should make your emails mobile-friendly to ensure that your audience will be able to engage with them effortlessly even when they’re using their smartphones and tablets.

Measure email marketing performance

Measure email marketing performance

Finally, it’s crucial that you measure and analyze the performance of your email marketing campaigns. This will allow you to adapt your strategy and improve your results.

The metrics you’ll need to track will depend on your specific goals. However, in most cases, you’ll want to pay attention to the following:

  • Open rate – The percentage of subscribers that open your emails. If you’re getting a very low open rate, you’ll most likely need to improve your subject line.
  • Click-through rate (CTR) – Denotes the percentage of people that click on a link that’s within your email.
  • Conversion rate – Percentage of people who clicked on a link inside your email and then completed an action such as downloading an ebook or making a purchase.
  • List growth rate – A metric that shows the rate at which your email list is growing. It’s helpful to keep an eye on this to understand how good you are at gaining new subscribers, as well as how well your emails are able to retain subscribers.
  • Unsubscribe rate – The rate at which you’re losing subscribers. If this is too high, you might need to lower your sending frequency, improve your emails, or create better segments.
  • Spam complaint rate – Shows how many people marked your emails as spam. This influences your sender reputation directly, so you need to pay special attention to it.
  • Bounce rate – Shows how often your emails aren’t delivered (e.g., due to DNS failure, non-existent email addresses, etc.) If you’re getting a high bounce rate, you’ll most likely need to look into cleaning your email list more often and getting rid of invalid email addresses.

Start using email marketing solutions for small businesses

Are you currently using an email marketing solution to automate and scale email marketing campaigns for your small business? What kind of results have you been getting?

Let us know.

With social media marketing booming, email might look like a dying medium for growing your business.  However, Email Marketing still reigns supreme for business growth in small to midsize businesses (SMB’s).

80% of SMBs today rely on email marketing as a primary channel toward customer acquisition and retention. SMB’s are not alone either. Many large businesses profit immensely from Email Marketing, too. Probably because it’s cheap, personal and engaging.

TripAdvisor, a company that provides hotel and restaurant reviews, accommodation bookings and other travel content, relies heavily on its users for success. Due to the company’s reliance on user engagement and its huge number of users, TripAdvisor had to beef up its Email Marketing strategy to focus on retention. Thus, the company analyzed thousands of statistics and trends in its website and created deeply personalized pathways for its emails to take. The company basically created a “choose your own adventure” email chain based on each user’s activity on the site. This concrete analytical approach to Email Marketing limited guesswork and increased conversion.

Without personalization, emails go straight to Email Marketing Hell (The Spam Folder). People don’t want to feel like they’re being marketed to. Businesses should be providing a cordial relationship with a “You scratch my back, I scratch yours” mentality. TripAdvisor is no stranger to personalization. They act as a conditional friend.

Here’s where the “condition” comes in. TripAdvisor wants its users to participate. TripAdvisor is that friend who doesn’t like to be “ghosted” or ignored. They strive to be relatable. They care, and they want to know that you do, too. So, every email from TripAdvisor contains well-placed and cleverly crafted CTAs (Calls to Action). With TripAdvisor, a CTA is always within reach. TripAdvisor isn’t needy. They just want some attention.

With this foundation in mind, here’s a quick look at TripAdvisor’s basic email strategy.

GUESSTIMATIONS

First, TripAdvisor’s emails function as a means to turn their new subscribers into ‘Users’. They don’t want lackadaisical users. They want people who regularly use the resources of TripAdvisor. They want RETENTION.

Thus, the company sends “feeler” emails to new users with flight and hotel suggestions based on the users’ perceived homes using tracking tools such as Mixpanel or Google Analytics. If they can get the user to the website, then they can track the user’s interests. If they can do this, then they can correctly suggest places to go. First impressions have a significant impact on user retention.

\If users don’t bite, TripAdvisor sends “Shiny Object” Emails with stunning views, award winning resorts, and cheap flights. Normally, they are able to convert these shiny objects into personalized emails with suggestions.

The more TripAdvisor knows about an individual user’s interests, the more they can specifically tailor offers to the user. Sometimes, they even send promotional emails with a unique price drop exclusively for them in an attempt to close a sale.

ABANDONMENT

Abandonment emails are considered some of the most statistically successful email types. It is easy to window shop online. According to Shopify, 67.45% of online shopping carts are abandoned before the customer completes a sale. This statistic is problematic for a company like TripAdvisor because they aren’t selling a traditional product. They don’t need sales. They need engagement.

In an era with thousands competing for our attention, it’s easy to forget the sites we’ve already visited. Thus, companies send reminders to their users to finish that purchase or task. According to Experian, customers are 2.4x more likely to complete a cart purchase after receiving automated abandoned cart emails.

TripAdvisor doesn’t necessarily have a cart but they know what users have been searching for, so they send suggestions based on their history. It’s simple. Sometimes, TripAdvisor will even mask abandonment emails in a newsletter format, allowing them to send the same information from a fresh lens.

 SOCIAL PRESSURE

TripAdvisor needs reviews. The more reviews, the better. Once they receive a user’s email, they start pushing for reviews. Research from PowerReviews revealed that up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases. TripAdvisor takes this to the next level.

Instead of framing their CTA as the company’s need, TripAdvisor frames their request for ‘reviews’ as a social obligation. They send an email showing reviews from Facebook friends. According to a survey by Fan & Fuel digital marketing group, 97% of consumers say reviews influence their buying decisions. So, it makes sense that TripAdvisor’s CTA to reciprocate is effective. Their friends are counting on them. It becomes the user’s self-interest to review their experiences on TripAdvisor.

At first, users might feel like the act of reviewing their experiences is a burden, but once they do it, users feel a sense of relief and accomplishment. It just takes a little push.

FIRST REVIEW

TripAdvisor pushes a milestone culture. Everyone loves records, trophies, shout outs, etc. TripAdvisor does a great job at validating and encouraging their users with mini-celebrations. After a user’s first review, TripAdvisor sends them a congratulatory email with a link to review three more experiences that the user may have done.

Once the review is accepted and officially published, they send another email with a link to the review. Users are likely to check out their reviews because it feels good to complete a duty and help others. Attention also feels great. Engagement leads to retention. Rosetta Consulting found engaged consumers are 5 times more likely to buy only from the same brand in the future.

THE TWO-TIMER

TripAdvisor also sends a second email the same day as their “posted” email encouraging their user to review more experiences. Email two-timing is a shameless venture. Many times, this practice brings on a lot of negative reaction. TripAdvisor doesn’t care. They feel they can capitalize on their user’s positive emotions from their completed task. Plus, adding this ‘Review’ CTA to the original congratulatory email would cut away at the user’s happiness. So, TripAdvisor just sends a second email as a “just-in-case you’re feeling the momentum”. To them, it doesn’t hurt to ask.

49% of consumers like to receive promotional emails from their favorite brands on a weekly basis, according to Statista. TripAdvisor sends them daily. Persistence

BADGES/MILESTONES

Once users review enough experiences on TripAdvisor, they begin receiving analytics and badges. With enough reviews, users can become “Senior Reviewers”. How much weight this badge holds in actuality? Who knows? How much this badge encourages a user to review more? A lot. These are badges of honor. Bragging rights that the rest of TripAdvisor’s users can see. The company sends check-in emails to let users know how close they are to earning new badges, how their existing reviews are performing analytically, how users stack up against other users and to congratulate users on new badges. TripAdvisor’s goal is to nudge their users into perpetuating ‘experience and review’ cycles, using competition and community. 

LOYAL USER CONTENT

Once subscribers have solidified their status as consistently engaged users, TripAdvisor feels more comfortable sending more unique emails. These emails might provide more in-depth analytics about user’s activity. These emails sometimes ask users how their holidays went (usually knowing what the users did for the holiday based on search history). The company also notices when users only utilize certain features of their wide-encompassing website, so they might introduce something different to loyal users to try. TripAdvisor knows to spice things up when their relationships begin to feel one dimensional.

It costs 5 times more to acquire a new customer than it does to retain a returning one. Kind of like how it’s easier to maintain and build existing relationships than to create whole new ones. TripAdvisor understands. They keep relationships engaging.

Email is one of the strongest mediums in the marketing universe to sell your service or product. Here are some examples to jog your brain and get those creative juices flowing. Know your brand. Know your audience. Know your strategies.

Showing Your Customers Gratitude 

Sometimes, all people want to hear (or see, in this case) is a simple Thank You. It’s an easy gesture that can go a long way with your customers because gratitude is quite human.

Readdle, a productivity app, sent out an email thanking their users for an incredible year. The email went on to show how productive users actually were with some quick stats and graphics, made a funky, little graph sharing what the company was proud of, and offered a present for the holidays! Year-in-review emails can be a great way to show gratitude.

Leveraging Third-Party Endorsements 

To many, Twitter’s role in the world might look like the antithesis of Email’s. However, Grammarly found a way to make the two coexist. Hurrah! Inclusivity!

Grammarly used a kickass testimonial from Twitter in an email to show off exactly why their users should upgrade. By embedding a tweet featuring a user’s expression of admiration for the app Grammarly provided social proof to reinforce the credibility and quality of their product. Plus, to sweeten the deal they offered a limited-time offer for premium upgrades.

It’s working for others. Why not you? The proof is in the pudding.

Onboarding New Subscribers 

Sometimes, people subscribe to things with little thought. It is your company’s job to tell them about what you do, why you do it, and how to use it.

Task management company Asana does a great job at this with their onboarding emails. These emails show their subscribers what Asana has to offer and how to use the features in their emails. This makes Asana more than just a program someone’s boss told them to download. It functions as a useful tool to organize and get things done.

Onboard your subscribers. Tell them what they need to know to get the full experience of your product.

Personalize Based on Previous Purchase History 

“What was I supposed to do today on my day off? I wish I made a list yesterday when I was thinking of all the things I needed to do. Roofus the Lizard, do you remember?

Oh, thanks personalized email for reminding me to buy food for Roofus the Lizard because his supply is running low. You’re very helpful… and 10% off? Wow. Roofus is gonna be thrilled.”

Chewy understands personalization is important. Not all pets are the same, and people don’t care about cat food offers if they own a dog. So, they tailor their emails to their customers on a personal level and offer relevant deals and reminders, cutting out unwanted emails and getting straight to the point.

 

Personalize Cart Abandonment Emails 

Over ¾ of shoppers leave retail websites before purchasing the items in their carts. Imagine seeing that at a brick and mortar store. The store, filled with carts packed with items, would go out of business just based on the image it offered to incoming customers. Luckily on the internet, there’s less peer pressure and nobody sees others’ empty carts.

Cart abandonment IS a problem in the online shopping world. The answer: a simple nudge. J-Crew sends out emails encouraging shoppers to finish their purchases. With a click of a button from their personalized email, subscribers can be right back in their shopping cart.

Curating Content 

Huckberry, an online retailer and journal, curates content that pops in their emails to their members. As you scroll through a Huckberry email, you’ll notice the colorful, aesthetically pleasing images of style, adventure, and freedom. There are a ton of pictures, each representing a brand and a deal, and the captions are clearly written by a Millennial for Millennials. The main reference of one of their emails is a Jay-Z biking meme. They are also selling bikes in said email.

But, Huckberry doesn’t just stick to their own guns in their emails. They offer a ‘Diversions’ Section with three links to other, relevant articles and content that go hand-in-hand with their brand. They send their members to Forbes, Washington Post, Harpers Bazaar, etc. as long as the content is cool. Cool.

Going with the Marketplace Flow 

Amazon.com is powerful. The online retailer is responsible for almost 50% of the e-commerce market in the United States. In mid-July, it was Amazon Prime day, and they had some serious DEALS.

RXBAR saw Amazon’s low price on their own health, energy bars and decided to urge their subscribers to use Amazon’s sale. A classic case of “If you can’t beat ‘em, join ‘em.”

Showing Off 

Who knows their audience? Urban Outfitters knows their audience!

The company sent a simple email titled “Most-Liked on Instagram: Get all your IG faves IRL.” The email was just 9 Instagram posts by people modeling Urban Outfitters attire, their Instagram Handles, and links to shop Urban Outfitters. Boom. Boom. Boom. They didn’t have to make any deals. They just showed their trendy attire on trendy people who already got a lot of attention for their posts. That’s called doubling down.

Asking Customers for Direct Feedback 

If you are selling a service, you want to keep your customers engaged or you might lose their attention. Even though Netflix’s product feeds on attention, they are still smart enough to check on their members.

Netflix is constantly trying to improve their service. Analyzing consumer trends works. But why not go further, and analyze the answers directly from consumers. Figure out some trends in their wants and needs, and build from there?

Not to mention, this is a source of empowerment for customers. It makes the customer feel like a part of the team.

Paying for Customer Referrals 

Companies don’t mind dishing out credit to their active customers who refer their services to their friends. Postable, a designer greeting card and invitation company, will send you $5 for each friend you refer. In the grand scheme of things, the company is making much more money from your referral than it is spending on you. Just slap a fun, cartoon graphic on that email, put a link in it, and let your customers market you.

Location-Based Customized Emails 

One of Uber’s best qualities is noticing trends. When you take Ubers to the same places, the company keeps a tally, and sometimes offers personalized deals in concurrence with your habits. Check out this email:

Noticing the user constantly traveling in and out of San Francisco, Uber offered this user a $20 flat-rate ride from the airport as a courtesy and gentle nudge to keep using your good old friend, Uber, killing any possibility of a competitive price or convenience. How thoughtful.

If you email them, they will come. Only if you send the perfect event emails. Here’s 8 strategies to sending those killer event emails.

Send Short, Catchy Subject Lines

While the phrase “Don’t judge a book by its cover” is an empowering and inclusive phrase for children, it doesn’t translate to the world of event marketing. You’re in the business of making money and the only way to make money is by selling your product. Nowadays, certain companies can get away with selling bottom-shelf experiences through top of the line marketing campaigns, especially events. This is in no way an excuse to not focus on your product. It’s a reason to focus on your message; even more, your first impression. And for many of your targeted customers, your email subject lines act as that first impression. The subject line is a pass-fail test. Personalize subject lines to your targeted groups’ interests, keep them short enough to read in a single breath and make them interesting.

Speaker/Artist/Performer Spotlight

Spotlight your event’s main speakers. Sometimes, a photo with a blurb about your speaker can go a long way in an email. It should be short attention span sensitive, supplying a digestible amount of information and offering links to read more on your website.

One of the best ways to reel people in to signing up or to retain interest in your event is to spotlight speakers/performers who will be featured at the event.

Adding video is considered one of the most effective practices to boost your email conversion rates. Video is everywhere now. Even the New York Times has video above their long form articles because people are drawn to easy consumption.

Embed Testimonials

Even if your company boasts the greatest event of all time, even if critics raved about last years’ event, people still want to know what ordinary people think. It’s a matter of trust. People tend to be skeptical when it comes to being marketed to. They feel like they can see through your mirage. Your subscribers want to know how Tom liked your interactive product unveil. How about Sharon? With 2-3 personal anecdotes about your event, people will surely feel much more comfortable about taking part.

If this is your first event, don’t fret. Showing product/service or speaker/performer testimonials are solid alternatives. People just want to hear from people.

Be Deliberate with Your Message

After your subscribers enter your email, you need to inform them what your event actually is – the meat and bones. This is a space for short descriptions, highlights and a deliberate Call to Action. Make your message LOUD AND CLEAR. Really key into how it will benefit your subscribers’ needs. Make it easy to navigate with your eyes.

Constructing a Fear of Missing Out

The best way to build interest and hype around an event is by making people feel left out if they were not to attend. You can offer priceless career opportunities, raffles for 1-on-1 lunch with an industry leader, or an exotic location. By highlighting the elements that are fun or once-in-a-lifetime career opportunities, it will be hard for them to ignore your email.

Rule of Three

Chaotic emails suggest a chaotic event. To keep your emails simple, follow the “Rule of Three.” Create three sections in your email. Each section should offer essential information to the event and each section should cooperate with the other sections both intellectually and aesthetically. Event information and aesthetic should carry a consistent theme throughout the entirety of the email. The sections allow the reader to organize their thoughts meaningfully and create a clean message for your viewers.

Plan Your Event Marketing Email Sequence

One of the pillars of rock-solid event email marketing strategies is personalization. You want your subscribers to read every email you send them. To do that, your emails must fit their actions and be relevant to the event you’re marketing for. A great way to avoid spamming your subscribers is to create funnels based on your email subscribers’ activity. At first, you have no ticket buyers so you send out sales emails. Now, you’ve made a few sales. Do you want to keep trying to sell the event to people who are already going? No. You only want to send sales emails to potential buyers.

For subscribers who have already paid for your event, keep them interested with insight on the event. Consider promoting various event upsells such as a private lunch with industry leaders. Feed them more detailed information and don’t bog them down with a sales-y approach. When targeting potential buyers, be more direct with your approach. Send them urgent deals. Maybe even split potential buyers into multiple categories based on their activity. At the very least, separate your buyers and potential buyers into different funnels. By analyzing subscribers’ activity, you can pinpoint where their action process is, and you can send them appropriate emails.

Recap Emails

Sending recap emails is a wonderful way to capitalize on event momentum. When holding a multi-day event, you might send a recap after each day with highlights and opportunities for online engagement. This can remind people of tidbits they learned and objectives they need to reach. Include an attachment with details of a speaker’s main points and show highlights of what went on at the event.

Eventgoers might even be willing to pay for your company’s next event if you have a date and a place set and supply a CTA in the email. It doesn’t hurt to ask eventgoers to keep the good times rolling. Maybe even give them a discount incentive for making an early decision. The classic Early Bird Discount for those Type-A’s who know what they want can help close some leads ahead of time.

A Message from a CEO or Founder

When subscribers see direct messages from the top of the hierarchy, they are likely to feel more emboldened to take action. Higher-ups know the company. They are the experts of the culture and the vision, and they are often disconnected from communication with consumers. So, if you can offer consumers the unmatched wisdom of a Founder, Creator, or CEO of your company, they are going to eat that up.

Having a higher-up send a personal message shows care. They are willing to take the time out of their busy day to offer subscribers unmatched customer service. They can provide a personal anecdote or a meticulously engineered quote. It’s truly more about the gesture than the substance.

“Get Up! Get Up Now! – It’s time to get up out of bed, people.”

This is the subject line and preview text of an email from Buzzfeed to their subscribers. If there’s one thing Buzzfeed has, it’s a knack for the relatable. This subject line exemplifies the company’s understanding of its consumers. Of course, Buzzfeed is a media company whose diverse group of email subscribers want a fun escape from day to day life. Buzzfeed gets this and pack their emails with gifs, memes and videos. The lesson here is easy.

Email should be fun.

Email doesn’t have an exciting reputation, but business professionals prefer it over other mediums for business-related communication. Following colleague recommendations and industry-specific thought leaders, Email ranks in #3 as the most influential source of information for B2B audiences. When properly utilized, an email list can be a company’s best friend.

In 2017, Statista counted an extraordinary 3.7 billion global email users, meaning almost half of the humans on the planet have email. And, this number is consistently rising. It’s plain and simple. Email isn’t going away.

The best way to take advantage of email in 2019? Optimize that email marketing strategy for mobile use. At this point, it’s the standard. 80% of users will delete a company email, or worse, mark it as spam if it isn’t optimized for their smartphone. Now, more than ever, instead of booting up the old desktop, email is right in your pocket. Anyone with a smartphone can get real-time email notifications.

Anyone can access their email in one swipe. It doesn’t even have to be a person’s main objective. Checking email is a complementary activity. People constantly seek entertainment. Whilst entertained, people seek more entertainment. Nothing is better than a nice dopamine rush. People check email while watching TV, in bed, on vacation, and even at the dinner table (rude). Checking email can be brief, so it is important to make that email pop.

How are you going to grab your recipient’s attention? Entertaining email marketing. Funny emails work.

Recently, glasses eRetailer Warby Parker sent an email with the subject line “Pairs nicely with spreadsheets”. It wasn’t hilarious, but it was interesting. It was an eye catcher, unlike the all too popular “Check out our new product” subject lines. A simple message that generated interest.

Founded in 2010, Warby Parker sold over 100,000 pairs of glasses in its first year and clinched a $1.2 billion evaluation in 2018. They have risen as a leader in the fast-growing digital marketing space, escaping the grips of in-person inconvenience and embracing the internet. Their success is largely a product of their online marketing strategy. Their product is stylish and reasonably priced. But, from the get-go, Warby Parker’s keen eye for email has put them on the map.

According to Salesforce, the average email marketing ROI is 3,800%. That’s a whopping average return of 38 dollars for every dollar invested! This shouldn’t be a surprise. It is a deeply personal form of marketing. People sign up to join email lists, offering personal information. A level of trust between business and customer is necessary for this action to be taken. Plus, it is standard for emails to be personalized toward subscribers.

So, having that email list is great, but it’s important to understand that it is becoming more and more normal every day. Your business needs to be sending emails to subscribers yesterday.

Another thing, there are no excuses for not personalizing emails. The standard has been set. Emails should contain no less than the subscriber’s name in the greeting. When people subscribe to a newsletter, they input their name, no? Remember: This. Is. The. Standard. Thus, simply personalizing an email doesn’t make you stand out. And it’s important to stand out if you want to boost that ROI.

That’s where the funny comes in! Who doesn’t love a good joke? Especially an unexpected one. Especially in their inbox. Most of the emails everyone gets are garbage. A lot of times, you don’t even know how they know your email. A lot of times, when a subject line says, “Hey John, this is why… (*Insert thing you don’t care about*)” you understandably gloss past it.

*Mark as read* BOOM. Gone into oblivion.

It isn’t just about the subject line. First impressions are important, and people judge books by their cover, but email marketing success isn’t only based on the subject line. Check out this email graphic by BONOBOS:

The menswear company created a humorous way to show their everyday customers the world of French Corders, playing with the “French” aspect and nudge them to buy something. This fun graphic serves as a noteworthy oasis in the middle of the email desert that people normally just want to get through.

Humor is a means to settling the differences between business and recipient. Recipients receive A LOT of emails. Recipients are human beings who crave conversation. They lead busy lives. The last thing they want to see is more of the same. The least you can do is add that dancing chihuahua .gif to the email. Make your customer smile and they’ll open your email every time.