8 Tips for Creating A Successful Email Campaign
Email has become one of the top forms of communication, and it’s not hard to see why. It’s quick, easy to use, and manages to bridge the gap between formality and informality. However, when you’re trying to build an email marketing campaign, it can be difficult to find the right tone, the right language, and the right atmosphere to grab customers.
It’s easy to get things wrong, and end up with an ineffective campaign which has used up valuable time and energy. It may even alienate, rather than capture, your customers. Following our do’s and don’ts of email marketing will help set you on the right track.
Don’t Be Impersonal
This may be the top no-no on our list. Anything beginning with ‘Dear So and So,’ or ‘Dear Sir/Madam’ is likely to go straight into the reader’s trash. It may even get flagged by a spam filter before it reaches their inbox.
Make it a priority to know who you’re emailing. Where possible, include their actual name before hitting that ‘send’ button.
One Size Does Not Fit All
Continuing with personalization – don’t blindly send out blanket emails with your promotions. Unless you know your customers have interest in that specific product or service, try to avoid it.
Aside from the fact that you’re likely wasting your message on the wrong person, you might actually irritate the customer by showing a lack of care in their interests. For example, a dentist who sends out an email about dentures to young adults will likely annoy them, and may cause them to unsubscribe or block your email.
Don’t Use Spammy Subject Lines
The next ‘don’t’ to go on your list relates to the words you put in your subject line. Think carefully about these, and avoid anything which might get picked out by spam filters.
You can look up lists of words which spam filters target. They cover a range of areas, including financial, advertised earnings, and more along those lines. Remember that an email which goes into the junk folder is unlikely to ever even be seen by the customer, so it’s essential to avoid the spam filters. Make your subject line tempting without ‘hard sell’ terms.
There are a few other things to be wary of. Overuse of images can cause distraction from your main message, or slow down the load time to open the message.
Excessive information or run-on sentences can turn off readers. More and more, audiences are being trained to read short paragraphs versus large blocks of text.
Know your key points, and don’t forget to include them. A good amount of emails that are sent provide strong content, but leave the reader without any clear call-to-action.
Do Segment Your Audience
To match up with the “Don’t Be Impersonal” section, consider categorizing your email addresses. This way, you can easily identify users by their interests and ensure that content goes to the right people.
For example, as a clothing retailer, you might choose to categorize by gender, ensuring that men aren’t getting skimpy lingerie in their inboxes. Other segmenting factors for them may be purchase amount, clothing type, and age.
Your type of business will determine how you categorize your contacts. Doing so is very important in making sure they get relevant, interesting content that keeps them anticipating more, and not clicking the unsubscribe button.
Build a Relationship
Let your contacts know you care about them and their interests. This will help keep them engaged with your emails.
You shouldn’t push sales too hard, but instead build up a relationship by consistently showing them relevant content. Other than products or services this could be information about your company, industry or local news, or highlighting customers.
The information you share will depend on your business and your customer base, but spacing out sales emails with other information will prevent customers from feeling bombarded and pressured.
Give Readers a Choice
Consider offering customers a choice about what content they get, and how often they get it. By not doing this, you actually risk customers unsubscribing because they’re getting too much news from you.
Dealing with emails is a chore for everyone, even when they’re interested in the content. Most people will be familiar with that sinking sensation when you open your inbox and find you have 100+ unread messages.
By giving your users choices about how they receive emails, you will make them feel in control, and direct them away from the more drastic unsubscribe. For example, you could offer choices about how often they hear from you (e.g. once a week, once a month.) Or, about what sort of content they get, whether they want to hear from any of your partners, and so on.
Design for Mobile Devices
Another important step is to make sure your emails are compatible with as many browsers and devices as possible. People are on their phones more than ever. Ensure your messages display properly, otherwise it’s going to annoy and alienate them.
Email marketing campaigns are a great way to communicate with customers and persuade them to engage more with your company. By following some of these steps, you should be well on your way to a successful marketing campaign.
Keep your emails personal, relevant, and try to think about the recipient’s experience above all else. This will make sure they have the best possible association with your emails and keep opening them!
About Goldiata Creative
To learn more about Goldiata Creative, visit https:/goldiata.agency/ and explore our website. Or, you can check out our agency on Facebook, and talk to our virtual assistant Kojo (by the way, he tells jokes!) We look forward to hearing from you!
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