Email marketing is constantly evolving, but the events of 2020 changed the marketing landscape more than usual. It’s up to marketers to act accordingly.
Let’s take a look at the email marketing goals you should plan for in 2021.
5 Email Marketing Goals to Build Subscriber Trust in 2021
The upheaval of 2020 means it’s time to get back on solid foundations with our audience. Rather than focusing on a single vanity metric for improvement, we encourage you to take a holistic view of your audience and marketing strategies in order to end 2021 with a strong, dedicated list of brand ambassadors.
1. Know where you are
How can you know what to improve when you don’t know your own numbers? Instead of consulting outside experts to tell you which metrics to focus on this year, take a deep dive into your numbers from last year and compare them to the averages in your industry. This will give you a clear idea of where you are and where you should focus on growth in 2021.
In 2020 we analyzed hundreds of emails around the world and in different industries. Here are the total average values:
Average open rate: 18.0%
Average click rate: 2.6%
Average click-to-open rate: 14.1%
Average unsubscribe rate: 0.1%
Are your key figures well below average? Then you should start planning for the rest of the year.
2. Optimize transmission time
Improving your subject lines will only go so far if you are sending email at a time when the majority of your subscribers are not online. Choosing the wrong day of the week to send your newsletter out can result in it being buried by dozens of other emails that people get between the time they received yours and the time they did checked their inbox.
Because of this, one of the basic goals for 2021 is optimizing your airtime. As always, you should test different days of air and see which day is best for your audience.
However, on average, we’ve found Friday to be the best day to send out email newsletters and Saturdays to be the worst.
3. Don’t use tricks
In 2020 we saw the rise of ethical marketing tactics. This suggests that consumers are tired of feeling manipulated by poorly transparent marketing.
In your email marketing, it’s time to eliminate any tactic aimed at capturing email addresses without conscious consent and instead go for full transparency.
At Campaign Monitor, we don’t automatically check a box to enable an email list and we expect customers to uncheck the box if they don’t want to be added to our list. Instead, we’re leaving it unchecked and inviting customers to check the box if they want to join our list.
We also use a double opt-in. Subscribers must click the “Confirm” button in an email before they are added to our list.
Finally, we have an easy-to-find preference center where subscribers can choose which types of emails (or none at all) they want to receive.
This avoids any confusion and ensures that everyone who signs up wanted to be consciously and enthusiastically.
4. Keep your list clean
Purging your list will delete inactive subscribers.
This basic approach will benefit your overall email marketing strategy as it ensures that your metrics are accurate and not burdened by subscribers who don’t even see your emails. This allows you to make informed decisions about how well your campaigns are improving and what to adjust for better results.
To keep your list clean, we recommend running a re-engagement campaign first to see which inactive subscribers might want to stay on your list. Those who don’t re-engage can be removed from your list using our new bulk delete feature.
Animoto sent this resumption email to inactive subscribers:
5. Respect commitments to diversity, equity, and inclusion
Many companies renewed or initiated Diversity, Equity and Inclusion Commitments in 2020 in response to systemic racial injustices. This year is a good time to make sure your marketing meets these commitments, including your email marketing.
Last year it was reported that as much as 54% of the people feel that they are not culturally represented in online marketing.
So check your email. Are your images representative of all people (including POC, LGBTQIA, Baby Boomers, Gen X, Gen Y, Gen Z, and people with disabilities)? Do you avoid overbearing language and stereotypes?
In 2020 marketers were simply trying to keep up with everything that was going on in the world. It may have been challenging to track metrics and meet commitments Goals for 2020 made before the pandemic broke out.
Now, in 2021, it’s time to slow down and focus on email marketing goals that will help your brand stay relevant no matter what in the world.