Email marketing is a great way to talk to your customers and tell them what you’re doing in your business: You can build your relationship by speaking directly to them, through their inbox, at a time that’s convenient for them. But it’s important to understand that the average person receives something like 121 emails a day demanding their attention (doesn’t it feel like some days it’s 121 emails every minute?). So you need to do something special if you want your emails to be opened, valued, and engaged with. Here are 11 ways to make your email campaigns successful.
How do you build a successful email marketing campaign?
People-first marketing.
Write your email content as if you were communicating with real people – because you are. When they signed up, your customers asked to learn more about your company, and this is your opportunity to share valuable information. They want to know more about your brand, or you wouldn’t be allowed to email them in the first place. So stop thinking about email marketing and think of your emails as a way to talk to your customers or readers.
Get to the point and be visual.
Remember that you’re talking to busy people who may not be 100% focused on what you have to say, so make sure your content is simple, short and easy to read, even architects mailing list on mobile. In 2017, more than half of emails were opened on a mobile device (up from 29% in 2012). Eye-catching graphics and beautiful images can “say” the 1,000 words you don’t have room to write.
Less is more – when it comes to calls to action.
To support these succinctly written email campaign messages, stick to a single call to action: it can increase clicks by 371%. You’re already competing for your customers’ attention, so don’t make it difficult for them to figure out what to do with your email. A button is less confusing for your audience, and they won’t be distracted by reading content that requires them to look at lots of clickable links.
Keep your subject lines simple – but test what works best.
Clear, straightforward subject lines can be more successful than clever ones when it comes to converting your customer. The difference between “Save $100 on your order today!” and “We’ve got 100 ways to save you money today!” may be small, but do you know which will resonate best with your customers? If not, it’s time to A/B test to see which creates more conversions. And don’t forget to test your subject lines for common spam words to avoid them getting lost in your recipient’s inbox.
Be helpful and helpful.
Not all of your emails should be about selling something. In fact, that can be off-putting to your customer. Instead, share ways they can use their recent purchase (bonus points for using video) or get started with your services. Inspire your customer with genuine testimonials or endorsements from those who have found success thanks to your products or services.
When it comes to email, find your niche and have fun informing and entertaining your audience. Use an email marketing service provider. There are several options out there in all sizes and price ranges for your business. Choosing one won’t be easy. Whichever service you choose, make sure you keep backups of your mailing lists in case you outgrow what they have to offer.
Be realistic with your email marketing goals.
Average open rates for email marketing campaigns range from 15% to 25%, which means that about 75% of your subscribers ignore your emails. But that’s the reality of today’s highly competitive digital world. Set realistic goals based on data collected from previous campaigns. New to creating email marketing campaigns? Do your industry research to see what you can expect.
Be individual.
Write your email content as if it were going to a single person. If you’ve successfully developed your customer personas, you’ll know whether you’re trying to convince a busy CEO, a job seeker, or a mom. No matter who you’re talking to, empathize with their situation and explain how your services can solve their problem.
Know the best time to send your email.
The day and time of your email distribution matters when it comes to your click-through and email open rates. If you want your audience to take action (“order today” or “register now”), it needs to be sent early in the day. Are Mondays better for your customers, or would Thursdays be better? An email marketing expert can tell you that industry standards and testing can answer this question for your specific target audience.