Creating a Successful Email Campaign
March 11, 2020
While email campaigns are by no means a new concept, they have survived the test of time - proving to be extremely useful as part of an overall marketing strategy. In 2019 there were 3.9 billion active email users– a significant audience for any business to leverage. With a winning campaign and a targeted email list, companies can enjoy tremendous success. The demand is there, but without the experience and the skillset to produce a targeted email campaign and deliver impactful messaging, an audience is not enough.
TIPS FOR EMAIL CAMPAIGN SUCCESS:
- Target Lists
A business must understand their audience and consumers; this helps with email list segmentation. Segmenting an email list involves dividing an existing email list into smaller groups of people based on shared characteristics. There must be a deep understanding of the specific features that differentiate each group, allowing for messaging to be highly tailored and subjective. A segmented email list is most likely to result in conversions.
2. Use Names
A business should always seek to call a customer by their name. Emails allow for personalization not only in the subject line but in the body copy of the email as well. Addressing a customer by name makes the customer feel special and helps to build trust between the email recipient and the sender. Don’t fret - this doesn’t mean that you will have to manually enter each name into every email. Professional email marketers have access to platforms that automatically implement names through a simple code.
3. Keep it Simple
Consumers receive an overwhelming number of emails daily. It is essential that a business who wants to break through the noise keeps their layout and messaging as simple as possible. Overloading an email with flashy graphics and multiple messages will get an email sent immediately to the trash. Emails should look professional, be easy to navigate and provide clear direction in a single call to action. Emails that ask a recipient to perform multiple tasks will be intimidating rather than productive.
4. Less is More
Every business has plenty of things that they want to share with their consumer. However, consumers are flipping through many emails, typically on a small screen. A customer's timeframe is short; they don't have the time to read lengthy paragraphs and prefer to direct messaging. If a company has plenty to say regarding a particular product, they should use a link to redirect recipients to either a blog or a video. Consumers actively seeking more information won't shy away from it, even if it means returning to the email when they have more time.
5. Stellar Subject Line
All the advice in the world regarding an email is only as good as the subject line. A compelling subject line makes the difference between a customer opening an email and archiving it without ever opening it. A business should seek to grab the attention of their customers by using an honest and captivating subject line. The curiosity of the email recipient must be enough that they open the email from the information presented in the subject line. It is recommended that subject lines be free of spam-like words and phrases to increase the chances of delivery. An email that ends up in a spam folder as useless as the email that ends up archived.
An email campaign is an excellent way for a business to turn prospects into customers and customers into repeat buyers. In comparison to other forms of marketing, emails are relatively inexpensive and can yield fantastic results. A company that follows the tips above will stay ahead of the competition.