And it's important because email is still extremely effective. Those 18–29, according to eMarketer, are opening their marketing emails 'always' or 'frequently' 43% of the time more often than those 30+. And email is a way to generate 122% higher ROI than other media channels like paid search and direct mail and social media. So we know it works, and we know it's a great way for you to interact with your loyal subscribers.
So how can you be doing it better? One of the first ways that you can start sending more relevant information comes from having a good database. You need to make sure that you have subscriber attributes and you understand how they are different than another subscriber at maybe a different point in the customer journey. So you can do this by a couple ways.
First is integrating your data with other data sources. Can you integrate with your CRM platform, your sales list, anything else that can really tie your subscriber information to sales and results? So you can segment and really see who your most valued subscribers are.
The other way that you can do this is by offering something. So whether it's a contest or a white paper. If you're giving someone something in return for their email address, they're much more likely to give a few more pieces of information that can really help in your overall marketing strategy.
To make sure your email stays relevant you also need to understand your consumer's habits. People are no longer just opening emails Monday through Friday, 8 to 5. Emails mostly open on a phone, and that can be part of an everyday lifestyle. So start testing send days and time of day. Most Millennials are actually reading their emails in bed, so late-night sends and early-morning sends are a great way to start incorporating your brand's message into different parts of your customer's day.
You also want to make sure you're getting personal. Just personalizing the subject line of an email helps increase the open rate by 20%. That one small thing can help generate a lot more people looking at your email, and then clicking on to take those actions.
You also should be using marketing automation or drip campaigns. How can you be sending content that's tailored by actions your subscribers are taking? It works too. Marketing automation campaigns see a 70% higher open rate and a 152% higher click-through rate. So all that time you're investing in email set-up is paying off through automation.
So those are some email marketing tips to help your emails stand out from the rest. Stay tuned for more marketing technology tips from Click Rain.