Need details on how to send a successful email marketing campaign? Here’s everything you need to know.
If you break down any successful email marketing campaign, you’ll find more than one or two things that made it a hit. Everything from targeting the audience to personalizing emails has probably played a role. If your aim is to launch your own campaign with a high success factor, you’ll need to do some or all of the following:
- Target your emails to the right recipients
Most failed email marketing campaigns didn’t work because the sender treated every email recipient the same. The person who loved blue wallpaper got the blanket email featuring the green wallpaper. While the people who like green wallpaper were happy, the rest of the email recipients were alienated. Don’t make the same mistake. Gather as much data as you can, from geographic location to customer buying habits. Study that data and divide your list accordingly. If you have a group of people who love one type of service you offer and another group that couldn’t care less, strategize accordingly.
- Personalize your emails
Call your customers by name in emails if you can. Send your emails from the same from address every time. The more personal you can get, the easier it is to build trust. You’ll also have a better chance of your emails being opened and read.
- Keep your layout simple
Don’t overload your layout with flashy graphics, huge fonts and other in-your-face items. Keep your layout clean and simple. Your layout should look professional and easy to navigate. A overly busy layout will turn your recipients off and send your email campaign or newsletter right into the trash file.
- Don’t overload on copy
It’s tempting to use three paragraphs to describe a product you really love and think your customers should love as well. But don’t do it. Use small paragraphs and economy of language to cater to the short time frame your customers have to go through all their emails. If you have something you want to expand upon, link to the rest of the story via a landing page on your site.
- Include a call to action
What’s the purpose sending an email touting products if you don’t ask your customers to do something beyond look? Your call to action can do many things: ask customers to click on a link, ask customers to fill out a survey, ask customers to make a purchase. Whatever call to action you choose, just make sure you actually have one in the emails you send.
- Create a compelling subject line
Your subject line will make or break whether customers open your email or delete it. Do your due diligence. Come up with an honest, compelling subject line meant to grab the attention of your customers. Avoid hot-button words and phrases like “make money!” and “earn cash!”. Go for subject lines that pique the recipient’s curiosity, but tells the truth at the same time.
Keep these things in mind when you create and send your email campaigns. While they won’t necessarily guarantee that your permission-based campaign will be a 100% smashing success, they’ll certainly improve your open rates and ROI.
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