Email marketing is one of the most powerful marketing channels available to small business owners. This is true for companies who serve the public directly, and this is true for companies who are in the B2B sector.

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An oft cited static puts the ROI of email marketing at 4400%, which is a $44 return for every dollar spent. But not all emails are created equal. Some emails perform better than others, with those that are considered most relevant and engaging by their recipients consistently delivering the best results. Here are four ways you can create more engaging emails:

1) Audience Segmentation

Relevance is the single most important factor that influences the impact of email marketing. Use your digital data to understand the makeup of your audience. Targeted campaigns that address the specific needs of a portion of your audience can create much more engagement than a more general message that tries to be all things to all people.

2) Choose Plain Text

This seems counter-intuitive – after all, wouldn’t snazzy graphics and fancy formatting make a message more appealing to a customer? But the fact is that when HTML driven features are slow to load it can cause readers to move on without ever seeing your message. Plain text messages have a more intimate feel that some audiences appreciate. Not sure this idea will work for you? Test it and see.

3) Or Consider Interactivity

On the other end of the spectrum lie emails that feature interactive components such as quizzes, surveys, games or GIFs. These fun moments put a smile on your customers’ face and provide a brief positive diversion – important touch points when you’re trying to build a lasting relationship.

4) Either Way – Make it Mobile

There’s no two ways around this. If you want your email marketing to deliver maximum ROI, you have, have, have to have mobile-friendly emails. 53% of all emails are opened on mobile devices – and when you consider just gmail addresses, that percentage rises to 75%!

You Don’t Have to Go It Alone

Creating engaging emails doesn’t mean losing your nights and weekends trying to develop creative concepts, catchy language, and irresistible calls to action. Technology Therapy Group is here to help. Let us help you take advantage of one of the most cost-effective ways to build your business.