If you’re thinking of implementing an email marketing campaign, and you’ve already chosen your e-mail delivery method, you should take the time to analyse what makes a quality email in an email campaign.
Below you’ll find some great tips that have been gathered from various experts in the field of online marketing and that will help to ensure that your emails are more likely to be opened and read.
Create a compelling subject line
This tip is first for a reason – your subject line will make or break whether customers open your email or delete it. Do your due diligence. Come up with an honest, compelling subject line meant to grab the attention of your customers. Avoid hot-button words and phrases like “make money!” and “earn cash!”. Go for subject lines that pique your recipient’s curiosity, but that tell the truth at the same time.
Target your emails to the right recipients
Don’t just send a “blanket” email. Most failed email marketing campaigns don’t work because the sender treats every email recipient the same. For example, if you send a blanket email featuring the green wallpaper, the people who like green wallpaper are happy, but the rest of the email recipients were alienated.
To avoid this, gather as much data as you can – from geographic location to customer buying habits – study the data and divide your list accordingly. If you have a group of people who love one type of service you offer and another group that couldn’t care less, tailor your emails accordingly.
Personalize your emails
Call your customers by name in emails if you can. Be sure to send your emails from the same from address every time – and make certain it’s a n email address they recognise and will accept. The more personal you can get, the easier it is to build trust. You’ll also have a better chance of your emails being opened and read.
Keep your layout simple
Don’t overload your layout with flashy graphics, huge fonts and other in-your-face items. Keep your layout clean and simple with links to relevant information where necessary. Your layout should look professional and easy to navigate. An overly busy layout will turn your recipients off and send your email campaign or newsletter straight into the trash file.
Don’t overload on copy
It’s tempting to use three paragraphs to describe a product you really love and think your customers should love as well. But don’t do it. Use small paragraphs and economy of language to cater to the short time frame your customers have to go through all their emails. If you have something you want to expand upon, link to the rest of the story via a landing page on your site.
Include a call to action
What’s the purpose sending an email touting products if you don’t ask your customers to do something beyond look? Your call to action can do many things: ask customers to click on a link, ask customers to fill out a survey, ask customers to make a purchase. Whatever the call to action that you choose, just make sure you actually have one in the emails you send.
Keeping these things in mind as you create your campaign won’t guarantee you success, but they’ll dramatically improve your chances to generate sales and improve your email marketing results.