Have you poured your heart into an email marketing campaign that fell flat? You’re not alone. The key to conquering the inbox battle and improving your click-through rates is to continuously embrace a test-and-learn mindset. At the heart of it, data holds the key to understanding the challenges and opportunities that shape email marketing. 

Email Marketing is Not Dead

While SMS is growing in popularity, email marketing still holds its own.  Three out of five marketers say email has the highest ROI, according to Hubspot. On average, brands make $35 for every $1 they spent on email marketing, Constant Contact reports.

Despite this evident potential, challenges persist. A recent study by Campaign Monitor indicates that the average open rate for marketing emails hovers around 20%, while the average click-through rate is a paltry 2%. 

So, how can you beat the odds and pick up your clicks?

1. Subject Your Subject Lines to A/B Tests

You should always be A/B testing your subject lines.  It’s the gateway to your email’s success. Play around with different approaches to see what truly resonates with your audience. Remember, the bar is high in the battle for inbox attention. 

2. Customize to Connect

Personalization is the not-so-secret ingredient to success, but we’re not just talking about adding {{firstname}} to everything.

By leveraging available data, you can segment your audience and tailoring recommendations that cater to their unique interests and preferences. 

3. Timing is Everything 

Understanding your audience’s peak activity times is crucial for optimizing open rates. 

There are plenty of articles out there detailing optimal send times (mid-morning during the work day), and that’s a good starting point. The next step is to analyze your audience’s online behaviors and strategically schedule your emails to land in their inboxes at the most opportune moments. 

By continuously experimenting and implementing data-driven tweaks, you can improve your click-through rates and turn your emails into inbox gold!

Before you go:
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