June 26, 2015
An e-mail campaign is not complete until there is a proper marketing strategy planned for it. In absence of such an approach, the campaign cannot gain true success, which is the ultimate aim of generating the strategy. As a part of an overall marketing plan, e-mails are the most effective to deliver products and solutions to prospects and clients. E-mails are sent and received in thousands and greater number of these e-mails are not noticed by customers. Reports suggest that 69 percent of such e-mails are reported as spam just because of irrelevant subject lines. Hence, creating a unique subject line is the first important consideration when developing e-mail campaigns.
A campaign for delivering e-mails successfully requires a good amount of money to be spent on it. But remember, it is money well spent
Your No. 1 priority is to make your campaign compelling to the reader. There are thousand other things to acknowledge prior to clicking the “send” button. Check out our to-do list below:
- Address format: Composing the addressee and the addresser is as important as an effective subject line for an e-mail. Set up a “from” address, ideally with your name and name of the business. This helps readers to find out the sender without any effort. In addition to this, the “to” address should also be composed successfully with sender’s first or last name. Always remember that you are shooting your e-mail toward clients who are often busy — so make your mail simple for the reader.
- Pre-header text: Let your reader know the subject of the e-mail with a pre-header positioned above the subject line. The text in this line should be simple and composed to complement the subject matter. A reader always wants to know the essence of an e-mail and, if he gets the desired information at the top, he is likely to read further. Therefore, making your pre-header as interesting as possible is key to success.
- Condensed e-mail body: Composing an impressive e-mail is an art. People who succeed in this art know that composing short e-mails leads to the success of a campaign. The reader always wishes to get to the subject as soon as possible. Because of this, it becomes important to create concise e-mail messages. Your reader is an ever-busy personality so forward him/her crisp messages that take less time to read.
- The color combination: Your e-mail campaign requires an excellent color combination to soothe the receivers’ eye. If there is use of vibrant colors, the reader may feel distracted. Choose your color scheme carefully. If you are using intense color, combine it with a complementary color. For example, orange complements blue and thus these can be mixed and matched in an e-mail campaign. Colors are needed in the background, header, footer, sidebars and other relevant parts of the e-mail.
- Readable fonts and relevant images: ‘Arial’ and ‘Times New Roman’ are two fonts often-used when creating e-mail campaigns and are usually your best bet. When it comes to adding images, only choose those that are relevant and complementary to the text.
- Attractive CTA: Research shows that a number of people scan e-mails rather than reading the messages in their entirety. Hence, using call to action buttons can offer an easy opportunity to these skimmers to click on the buttons and read the text pasted there. Always design call to action buttons attractively with a relevant message for the reader.
- Check the e-mail for typos: It is important to read the mail twice to ensure there are no errors. Any error in the message puts your brand in a bad light and even puts you at risk of losing clients. Hence, keep an eagle eye while constructing e-mails.
Creating your e-mail with the points listed above can help to both increase your client-base and retain existing relationships.
As a passionate blogger at E-mail Chopper, Andrew Hudson @hudsonemail specializes in providing effective tips for creating e-mail campaigns. He continually researches new and innovative techniques to share.