Email marketing seems simple, doesn’t it? You have a product to sell, people are glued to their smartphones, an email is an easy way to reach your target audience.
But people have filters now and are probably less likely to give their email addresses out to certain companies through fear of receiving endless spam, clogging up their inbox. It can be a difficult thing to get right. A badly approached email will cause unsubscribing and could jeopardise your customer base. Or, emails that regularly and automatically go into people’s junk box mean your email lists are made up of exactly the wrong audience.
Consumers will subscribe to a brand because they want to receive a certain kind of messaging, but if your messages are inconsistent, it could end up costing you. Likewise, if you’re not tracking results of email campaigns – click-throughs, conversion rates, etc – you could be feeding information to people that aren’t interested. Your strategy should come from knowing your customer – who they are, what they want, what interests them. This could lead to exciting new products, or a broadened demographic.
So what makes a great email marketing campaign?
The subject line – the first thing your contact will see. A good title can make the difference between a deleted email and a conversion. Similar to a news headline – what’s going to attract someone? But not just anyone, your customer. A/B testing works really well with titles. Have a couple of options and instantly see which one worked better.
- The graphics – sometimes you want something really eye catching, but that might not always be necessary. If in doubt, stick with your brand. If your website has an array of colours, then go with that, but if your style is more understated, jazzing up an email might not work for your audience. If it’s a transactional email, you can afford to make the content a bit more interesting, rather than just having dull, formal copy.
- The content – you might have a load of information you want your audience to know, hence the email campaign, but bombarding them with masses of text is probably going to cause them to hit delete. Is there a better way you can present this information to get your message across? Perhaps an intriguing hook to make them want to click through to your site.
- Don’t forget to analyse – make sure you’re checking on the results of email campaigns to help you determine the right course for the next one. You don’t want to be making the same mistake every time.
Email marketing can be a really great way to connect with your audience, boost your brand and even develop new ideas.
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