Email marketing has been evolving, but the events of 2020 have brought more changes to the marketing field than usual. Marketers should respond accordingly.
Let’s take a look at the email marketing goals you should plan for in 2021.
5 email marketing goals to build trust with subscribers in 2021
The upheaval in 2020 means that it is time to re-establish a solid foundation with our audience. We recommend not focusing on a single vanity indicator to improve, but instead recommend a thorough review of your audience and marketing strategy to use a strong and highly engaged list of brand communicators at the end of 2021.
1. Know your position
If you don’t know your numbers, how do you know what you should improve? Rather than relying on external experts to tell you which indicators to focus on this year, it’s better to delve into your last year’s figures and compare them to the average in your industry. This will give you a clear understanding of where you stand and where you should focus your growth in 2021.
In 2020, We analyzed hundreds of emails All over the world and different industries. The following are the overall averages:
Average open rate: 18.0%
Average click-through rate: 2.6%
Average click-to-open rate: 14.1%
Average unsubscribe rate: 0.1%
Are any of your metrics significantly below average? If so, then you should start planning for the rest of the year.
2. Optimize sending time
If you send an email when most of your subscribers are not online, improving the subject line will only stop there. Choosing the wrong day of the week to send your newsletter can cause people to bury it in dozens of other emails received between receiving your message and checking their inbox.
This is why one of the basic goals in 2021 is to optimize your sending time. As always, you should test different delivery dates and determine which day is best for your audience.
But on average, we found Friday is the best day to send email newsletters Saturday is the worst.
3. Don’t use tricks
In 2020, we see The rise of ethical marketing strategiesThis shows that consumers are tired of the feeling of being manipulated by opaque marketing.
In your email marketing, it’s time to eliminate any strategy that aims to capture email addresses without intentional consent, and instead adopt a completely transparent approach.
In Campaign Monitor, we do not automatically check the email list opt-in checkbox, and hope that customers uncheck the checkbox when they don’t want to join our list. instead, We don’t check And invite customers to check this box if they really want to join our list.
In addition, we also use a Double choiceSubscribers must click the “Confirm” button in the email before they can be added to our list.
Finally, we have an easy to find Preference center, Subscribers can decide what type of email they want to receive (or not at all).
This avoids any confusion and ensures that everyone who chooses to join has a conscious and enthusiastic desire to join.
4. Keep your list clean
Cleaning the list is the process of deleting inactive subscribers.
This basic approach is beneficial to your email marketing strategy as a whole, because it ensures that your metrics are accurate and not dragged down by subscribers who have never seen your email. This way, you can make an informed decision about how your campaign has improved and how to adjust it to get better results.
To keep your list clean, we recommend first Carry out re-engagement activities See which inactive subscribers might want to stay on your list.Those who have not re-participated can use our new feature to delete from your list in bulk Batch delete function.
Animoto sent this re-engagement email to inactive subscribers:
5. Commitment to respect diversity, fairness and inclusiveness
Many companies renew or initiate 2020 Diversity, Fairness and Inclusiveness Commitment As a response to systemic racial injustice. This year is a good time to ensure that your marketing fulfills these promises, including your email marketing.
Last year, it was reported that as many as 54% of people Don’t think they are culturally representative in online marketing.
Therefore, please check your email carefully. Does your visual effect represent everyone (including POC, LGBTQIA, baby boomers, generation X, generation Y, generation Z, and people with disabilities)? Are you avoiding hypothetical language and stereotypes?
wrap up
In 2020, marketers just want to keep up with what is happening in the world.Tracking metrics and keeping promises can be challenging 2020 goals This was made before the pandemic began.
Now, in 2021, is a good time to slow down and focus on your email marketing goals, which will help your brand stay relevant no matter what happens in the world.
