Any good marketer knows that connecting to your audience is essential in keeping up good business. Thanks to technology, we no longer need to rely on the post office to get this done, we simply send an email and voila! We instantly connect to different people in our target audience.
Email marketing is a terrific way to increase customer loyalty, trust in a product and build brand recognition but you must be clever about the way you do it or face the reality of ending up in the spam folder. No one likes spam, so check out the top tips we’ve put together for a great email marketing campaign.
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Think of e-mail marketing as a value-added service for your subscribers. They don’t want to receive content that’s random and very far from their line of interest so it’s up to you to ensure that what you’re sending out is relevant, interesting and engaging. Here are some simple to ways to make sure you are on track.
1. Create a strategy
Just like your other marketing activities, a great email campaign needs a strategy to be successful. This is where you should begin thinking about the type of content you want to send out as well as the purpose of the email. Are you trying to get people to buy a new product or attend an event? Are you offering a great deal that’s only offered on your online store or are you just saying hello and keeping tabs on your subscribers? A good strategy will help layout the overall objectives for your campaign and lead you toward marketing success.
At DFM, we focus on the message and content we send out because for us, an exceptional email campaign is about what you say and how you say it and we’re all about driving results in an effective and engaging way. Among other things, it’s probably why thousands are subscribed to our mailing list.
2. Track email metrics and conduct A/B Testing
It’s no good sending out tons of great emails and not actually knowing how well they are doing. Use the data from your previous campaigns to see what you’re doing well and what you might need to tweak to get a better open or click-through rate. If you think you know what you need to change but aren’t sure how well it might be received, A/B testing is a great way to determine what content engages your subscribers better. Common fields to test include subject lines, design/layout and image placement.
3. Catchy subject lines
On average, email subscribers receive about 88 emails per day. If you want to make sure that your emails are among the ones being opened, you need to grab the attention of the people you’re sending them to. You only have a couple of seconds to make an impression, so use concise and catchy keywords that will drive people to open and read through the information you’ve sent out. Action verbs are a fantastic way to do this, or you might consider a slightly controversial line like “Don’t buy this from Amazon,” which immediately sparks curiosity and engagement.
4. Get personal, automate and segment
The personal touch is a crucial part of marketing today. In fact, personalised emails increase your chance of having an email opened by 26%. You’re not like everyone else and neither are your subscribers, so segment your email campaigns based on interests or buying habits to show your consumers that you’re thinking of their needs when sending out that mail.
In addition, automating this process will make this easier and more efficient for your business practice. You can develop specific workflows such as reminder emails, tips about your line of work/products and surveys which will ultimately save you time and money.
5. Send a test mail
The last but crucial aspect of a great email campaign weighs heavily on what it looks like. How does the email look by the time it reaches your potential customers? Is the font the right size? Do all the links and calls-to-action work the way they’re supposed to? Have you spell-checked?
Over 70% of consumers will delete emails if they don’t look good on their mobile devices. Sending out a test email is a fail-safe way to make sure your email looks the way you want it to and does everything it is meant to across the platforms your customers are using. This also helps you make sure that you’re sending the right information to the right recipients.