An effective email marketing strategy is a fantastic way for businesses to keep in touch with their clients, alert them to any promotional information, and direct them straight to their website or social media pages. Engaging emails can build customer loyalty, and with the right content, can secure a valuable place within the client’s inbox.
Here are 5 common practices to consider throughout your email marketing campaign:
Know your target audience
As with any form of marketing, identifying and understanding your target audience is key to creating an effective email campaign. Your content should be tailored according to the demographic you’re reaching, taking into account age, interests, and perhaps even location.The more relevant the email, the more likely your audience are to continue reading it.
Write engaging subject lines
The subject line is the first thing that any recipients will read upon seeing your email in their inbox, and will form their initial judgement about the importance of the content inside. In fact, according to Convince & Convert, 35% of people decide to open an email based on its subject title alone.
So, how do you write an engaging subject title? There are plenty of approaches to take, including elements of urgency (e.g the “act now” approach), self-interest (“what you need to know about…”), and promotion (including discounts, freebies, or competitions).
Optimise your content
In today’s fast-paced environment, very few people have the time or the inclination to read through dense blocks of text. Keeping your message short and snappy will make it much easier for your recipients to find the information they need, without getting bored and simply deleting your email. In addition to this, people want content which loads quickly, and which is readily available on their smartphones and tablets. Optimising your email campaign for smartphones is absolutely necessary if you want to keep your recipients interested!
Include a call to action
If your readers don’t understand what they can gain from your email, how are they supposed to act upon it? Whether you’re trying to sell a product, increase sign ups to a particular forum, or direct people towards your social media accounts, including a clear call to action (CTA) is fundamental. In fact, research found that emails with a single CTA increased clicks by 371%, and increased sales by 1617%. But, don’t ask too much of your readers! By giving them too much information you run the risk of losing out altogether.
Give your emails a test run
Just like you would proofread a blog before you posted it, you should always test your emails before you send them out. If you don’t, you could end up sending an email with misaligned text and images to your entire audience. Not only would this be a huge waste of time and money, but it could also damage your reputation. Email users are always looking for ways to declutter their inboxes, and having unreadable copy is a surefire way to end up in their junk or spam folder.
Are you ready to improve your email marketing campaign? Contact us today to see how we could help you!