The 70-20-10 Rule in Email Marketing
Are your email campaigns guided by the 70-20-10 rule? If you haven’t heard of it, let’s break it down. It’s a simple yet effective strategy for email marketing. The idea is to make sure your emails are interesting and helpful.
Here’s how it works: Seventy percent of your emails should offer valuable information to your audience. These emails help your readers learn something new or solve a problem. Next, twenty percent should share or curate content. This means you bring exciting articles, videos, or insights from other sources your subscribers might enjoy. Finally, the last ten percent is spent promoting your products or services.
The key to this rule is balance. You want to meet your readers’ needs and keep their interest. At the same time, you can introduce them to what you’re selling naturally.
By following this approach, you can make your email campaigns more effective. People will look forward to your emails because they know they’ll always get something valuable from them. Let’s dive deeper into how this strategy can improve your email marketing efforts.
Here is how your email campaigns should look:
Tips for Maximising the Effectiveness of your 70-20-10 Emails
To optimise your email performance, follow these essential tips:
Keep the Main Message and Call-To-Action Above the Fold
Above the fold refers to the information that’s visible to the reader before they scroll down. Even though research suggests that consumers scroll more than they used to – because of social media and vertical timelines – above-the-fold content still gets the most attention.
With this in mind, place your message and call-to-action (CTA) above the fold. It’s the first thing your recipients will see once they open your email, therefore increasing your conversion rate.
You can also run an A/B test first to validate the hypothesis and see if it works for your emails. A/B testing, in the context of email, is the process of sending one variation of your campaign to a subset of your subscribers and a different variation to another subset of subscribers, with the ultimate goal of working out which variation of the campaign garners the best results.
Personalise the Email Greeting
Segment your email audience list by the type of client or prospective client they are (age, demographic, investable funds under management, etc.). Personalising the greeting of your emails with your contacts’ first names grabs the attention of each recipient right away.
Many email marketing tools today allow you to configure the greeting of your email campaign so that it automatically sends with the name of the people on your contact list – so everyone is getting a personal version of the same message.
Keep Your Email Around 500 to 650 Pixels Wide
If your email template is wider than 650 pixels, your email won’t show up correctly and will require users to scroll horizontally to read the full email. This also likely to affect your conversion open rate. Having your template fit within the standard format will make for easier readability, better conversions and a better user experience.
Split Test Your Subject Lines and Calls-To-Action
If you can’t seem to increase your email’s open and click-through rates, a couple of things might be wrong: You’re not emailing the right people (are you buying your contact list?) or the content needs to be improved.
To start, focus on the latter, and conduct an A/B test. A/B tests can be used to improve almost any of your digital marketing content. In an email, this test splits your recipients into two groups: Group A receives the regular newsletter, while Group B receives the newsletter with a specific variation.
This variation tests to see if your audience would be more or less likely to take an action based on that element.
Include your Logo
Logos are a must when it comes to emails. With this in mind, add your logo to your email design to ensure that it’s always included.
Name any Offer in Your subject line
When you include an incentive in your subject line, you can drastically increase your open rates, but be careful not to overwhelm your readers. Client loyalty starts with casual insights – only after nurturing should you start introducing offers. Remember the 70-20-10 rule: 70% Informational; 20% Emotional; and 10% Promotional.
Allow Recipients to Subscribe to Your Digital Publication
Adding a ‘Subscribe’ button to your email doesn’t help those who’ve already agreed to receive your emails. But great content is shareable content, and if your current subscribers are forwarding your emails to their family members, friends and colleagues, you’ll want to help them subscribe, too.
Add a small but visible call-to-action that allows an email viewer to subscribe to your newsletter, market commentary, digital magazine, etc, if they received this email from someone else. But make sure this ‘Subscribe’ button doesn’t distract or confuse users, weakening your main campaign goal in the process.
Write Compelling (But Concise) Subject Lines
A good subject line should contain between 30 and 50 characters, including spaces. The reason why you do this is that email providers often cut off subject lines that go beyond this length.
Your email subject line should also create a sense of urgency while giving readers some indication of what to expect once they open the email.
Use Auto-Responders for Opt-Ins
Be prepared for your readers to forget they’ve opted in. Set up an auto-responder that reminds them they opted into your email database. The auto-responder should be sent out one day, five days and ten days after the person registers.
Each auto-responder email should also include additional content or bonus material to reward the reader for opting into the newsletter – or your readers might not feel they have enough incentive to opt in.
Closely Tie Emails to Landing Pages
Your landing page should match the email’s headline, copy and content. The look and feel of your landing page should also match the email, as consistency goes a long way toward a prospective client’s trust.
Just make sure you’re using tracking tools to see which emails and landing pages performed the best so you can keep sending what’s working.
Conduct a Five-Second Test
Send a test email to see how a campaign will appear in your inbox, or to share a draft campaign with a colleague. Can your colleague quickly tell what your call-to-action is? If not, you’ll need to rethink this.
Email testing software will allow you to preview your email messages before sending them out to subscribers. This will enable you to change different elements to see how your email performance changes by editing these elements.
About Goldmine Media
Goldmine Media is a renowned, all-in-one financial services marketing agency. We’ve worked closely with driven clients for over twenty years to achieve their goals.
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