5 Ways to Craft a Winning Email Campaign
Despite what you might have heard – email marketing is still alive, well and still a top performer in your marketing toolbox.
However, in an era of powerful spam filters, new rules, and mobile devices this can be more of a challenge than it was years ago. I’ve got you covered though with 5 tips that will show you how to create successful email campaigns.
Knowing your audience (target marketing) will always prevail along with testing and tweaking your results. Email marketing is a process so if you don’t hit it out of the park on the first try, learn from it and try again.
Debunking the Myth
Yes, we have shorter ways in both text and immediacy to communicate now – texting, instant messaging, Twitter, etc. However, according to a study by McKinsey & Company, email marketing still garners more sales and leads than social media:
In order to put together a successful email campaign there are certain pitfalls to avoid. Here are five ways you can creatively reach your subscribers and attract new ones without appearing offensive or unprofessional.
1. Get the focus off of you
While it may be good to include updates, product or service announcements, or other important information about your company it’s important to keep this to a minimum when it comes to drawing your subscribers’ attention. The bulk of your messages need to be about them and how your brand or business can meet their needs.
2. Pay attention to your response rates
What is the most appealing to your subscribers when you send out an email? Is it a free product offer? Or helpful advice on how to solve a problem? Look back at your history in your email client software and you will soon discover which campaigns get the most clicks and views. Depending on your market your leads and customers may prefer receiving a 10-step plan rather than a discount coupon.
3. Stay true to your mission statement
Too often businesses can send mixed messages about what exactly they have to offer, which can lead to a lot of confusion about where to navigate on your website especially. Avoid stuffing your emails with too much information and stay focused on one topic at a time. If necessary, create a series of emails that your subscribers can look forward to on a regular basis.
4. Create a clean and user-friendly design
Most email programs offer professional templates that can be customized for your brand. Eye-catching images and video can work well for certain messages, especially if these involve a product for purchase. Use these sparingly in your emails as you will want to keep in mind the loading time and focus of the topic.
5. Tailor your messages to a specific target market
If you are a B2B offering services then segmenting your subscribers for this market will help you focus on those specifically interested in what you are offering. You don’t want to send out an email to all of your subscribers if you have several different campaigns going. This not only wastes your time, but also increases your bounce rates.
With the right focus and strategy your next email marketing campaign can improve your chances of a sale as well as increasing your website traffic. Take the time to flesh out great copy with a great design that will attract your readers, and track your progress after each mailing to ensure you are receiving the best ROI for years to come.