Email marketing has created a huge opening in marketing that can enhance a business’ customer relations. Companies have the ability to send targeted campaigns and promotions to current and potential customers via email. To see desired results in email marketing, it is important to know how to properly execute an email send.
Here are 10 ways to build a successful email marketing campaign for your company.
Here are 10 ways to build a successful email marketing campaign for your company.
- Ask first
Simply said, people don’t want to be bombarded with unwanted emails. Often when a customer receives an email from a list they didn’t sign up for, they will delete it, causing frustration and a negative association with your business. Build your email list with customers who specified they wanted to receive emails from you. Specify which topics you will send emails about, from promotions to company newsletters. Have them specify what type of communication they want to receive. Your campaign will be more successful when it is directed to those who want to know more about your business. - Build your relationship
Buffer, an online marketing resource, states that it is important for companies to build upon their relationships with customers. Take the time to get to know each of your customers and their expectations of your brand. When you can tailor your content to what your users need to know, you're far more likely to send a message that sticks. The numbers prove it too; personalized messages boost both click-through and conversion rates. - Consider using an email service provider
If you are able to afford to do so, considering creating an account with an email service provider. With an account, you pick from pre-made templates, generate your contact list, schedule email times and have results generated for you. iContact, Emma and Constant Contact are just a few service providers you can try to get your company the email marketing results you desire. - Be short and sweet
The average office worker gets over 100 emails a day, so if your email doesn't draw in a reader right away, it may not get read at all. If your email is skimmable and enticing it will stand out and make your email more memorable among the rest. Do this by including section titles and images that help to convey your message visually.
- Entice your audience
The subject line of any email is most important for gaining open rates. Your reader should have enough information yet be enticed to open your email. The Huffington Post suggests keeping the subject line under 50 characters or even try using emojis within a subject line, according to Digital Doughnut. Whether you are offering a sale, a launch of a new product or a newsletter, every reader should be able to tell what your email is in reference to - before they even open it. 33% of email recipients make a decision on an email based by the subject line alone, so keep it short, snappy and intriguing. - Provide links
As with most things in marketing, your messages need to serve a purpose. Rather than sending a note into oblivion, make sure your recipients understand what you're trying to gain, how they can contact you and what they can do to learn more. Include the most important information within the email and link to your website so customers can read more on your offer. Create links to your social media pages and market across all channels. Linking everything from your email to your online brand will make the customer's experience more enjoyable and make them more likely to read your next email. - Make it mobile
Most email service providers will offer mobile friendly templates. This is an important feature to have as Forbes found that 63% of Americans will delete an email if it is not easily readable or downloadable on their mobile device. In addition to that high percentage, Buffer found that 47% of all email opens happen over a mobile device. When you think that almost half of your emails happen over a mobile phone and that half could be deleted, every email counts. Before sending out your email marketing campaign, send test emails within your company to ensure the email displays correctly on several different devices. - Track results
The email system you use to send your campaign should be able to track the results and success of the campaign. Use specific variables that can lead to a more positive campaign such as the subject of the email, the sender of the email and the promotion within the email. These will better gauge what your audience is most receptive to. Do they like free products, hearing about new products or hearing about relevant news? - Keep it consistent
Once you have discovered what email works best for your audience don’t stray too far from that layout. Eventually your customers will see your sender information, or see your subject lines and be immediately drawn to opening your email. Be sure to pick a scheduled time frame for your emails as well. - Unsubscribe
As much as you’d hate to see it happen, some people just don’t want to be subscribed to your email list. For whatever reason it may be, make it as easy as possible for someone to unsubscribe. You don’t want a bad customer review to be a result from someone who got one too many emails for their liking.
