Your marketing campaign is a vital asset for your company. Selling your brand and enticing customers to your website are just a few of the things you can do. Social media marketing and mobile advertising have made a significant impact in recent years, but the traditional ways of reaching out to potential customers remain useful when effectively executed.
Email marketing is something that has been used for years and many companies use it to great effect. Creating a successful email campaign, however, is not as easy as simply hitting send. Here are some tips to help you get the best out of your email marketing campaign.
Your subject line is the first thing recipients will see so it needs to be good. You don’t want a long, complicated subject line. You don’t even need to mention the purpose of the email in detail; that’s what the body of the email is for. The subject line just needs to get recipients to open the email.
A study has revealed that the best number of words for engagement is just three with the average being seven to nine, so make it simple and easy to read. Certain words also attract more interest than others. Terms such as ‘soon’ and ‘tomorrow,’ which saw higher engagement than ‘now’ or ‘tonight’ so you might want to experiment with your phrasing to see which get you the highest responses.
Call to Action
A call to action or CTA is the phrase you use to get people to do what you want them to do. It has to be confident and direct or you risk it going unnoticed. Some people don’t like to be that direct in their emails because they think it is too aggressive. However, studies have shown just how effective calls to action are. Phrases such as ‘buy now’ or ‘call today’ are good ways to engage with your audience and get them to follow links to your landing page. An email campaign should be designed to get your potential customers clicking through to your site, so the more you tell them to do it, the more likely they are to oblige.
Engaging Appearance – Using Image and Video Content
It’s perfectly valid to simply send your potential clients information in plain text but reading through a large block of static text can be tedious and the last thing you want is for your email marketing campaign to be tedious for your recipients. Including images or videos can break up those dreaded blocks of text and provide additional opportunities for recipients to engage with the information you’re providing. If a picture is worth a thousand words then images and video in your email campaign are invaluable tools.
Getting It Right
Before you send off any email campaign, you need to make sure you have everything right. You don’t want to spoil a splendid email with spelling mistakes or bad punctuation. Read it aloud and show the email to others in the office to see what they think and to proofread it
Once it is good to go, save a final copy to your email folder or somewhere else on your server. If you are using an online service such as Office 365, then make sure it is saved and secure. It is always best to back up Office 365 in any case to protect your data.
All this hard work should have an obvious impact, but you also need to make sure it has the desired impact. Check and analyze the results to see if it is coaxing people to click through to the landing pages you want them to see. Most ESPs offer various analytics and tracking options that can provide the data you need to hone your messaging so your email marketing campaigns get your recipients clicking.
If you follow the right steps, you should have a successful email marketing campaign and more traffic to your website.