September 1, 2016
E-mail marketing can still be one of the most effective promotion and sales tools currently at our disposal. Digital commerce is gaining a more and more hefty slice of all business, and e-mail marketing continues to play a big part in that. Therefore, a well-built campaign can bring you wonderful results no matter what you’re after: more business, or simply more traffic and exposure etc. But in order for the e-mail marketing campaign to be successful, you should consider these seven tips before starting.
- Start with a cleaned-up contact database;
- Try to get more people to opt in for your campaign (newsletter);
- Segment your campaign by purpose and audience;
- Make the design easy to load and read;
- Focus on taglines and great copywriting;
- Use proper tracking tools (to measure the success of the campaign);
- Test various tweaks and refine future campaign strategy.
1. Clean Database
We don’t always get to decide what flows in and out of our inbox, which might prove to be a bit of a problem, especially if you spend a lot of time on e-mails for your job. You need to make sure that you’ll be writing to people who are actually eligible for your content and that will actually reply. Having to browse through contacts to determine who qualifies and who doesn’t will end up being more of a hassle than it’s worth.
Remove from your list the addresses of people who’ve unsubscribed, e-mails that are no longer available or have misspellings or errors in them, and alias e-mail addresses. If there is an address in your list called email@example.com or anything of the sorts, you probably won’t be receiving anything except for spam robot mails.
In e-mail marketing, getting people to subscribe to your offers is about as important as someone signing a contract of partnership with you. It means that they like what they saw, that they’re interested, and that they want to see more of what you have to say. Unfortunately, this isn’t something that can be achieved with a snap of the fingers, but there are quite a few ways through which you can increase the odds.
One of the most obvious elements is also one that’s, ironically, overlooked by many. Don’t forget to mention that subscription is an option. Make it obvious, so people can’t miss it. Also, don’t just tell them to do it, inform them of the benefits that come from a subscription. Moreover, a very effective tactic is to give them a “free trial.” Let them know what they can have and leave it up to them to decide whether they’d like to see more or not.
You can’t exactly carry out a plan with a chaotic environment. The first step to a good execution is to have a solid foundation and, in this case, your foundation is your contact database. Establish from the beginning who the people on your list are and filter them according to the knowledge you’ve managed to gather on them. Once you’ve found your ideal clients, the business can bloom.
Split them into categories and determine which is the message you want to send based upon their interests. This, in turn, is going to help you develop a strategy of customization, which plays a huge part in marketing and drawing possible customers and interested people toward you. And for everything to develop toward a favorable goal, you definitely need a favorable start.
First impressions do matter in this field. When someone clicks on a message in their inbox and they notice that it loads slowly or that, when it does, it’s filled with blocks of unreadable text, they’ll exit the screen without a second thought.
Your first priority should, actually, be the very title of the e-mail. It’s your own personal headline and headlines greatly affect the likelihood of grabbing someone’s attention.
Choose a fun design that can capture someone’s attention immediately. Keep text to a minimum and summarize your point, choosing to direct them to full information with a little link instead.
The first step to effective copywriting in an e-mail marketing strategy is to not make your reader feel as if you’re writing to a mass audience. You want to establish a connection on a personal level with the recipient, to make them feel like this is a message that has been thought out specifically for them and for their best interests. Moreover, your content needs to be at the peak of copywriting possibilities.
There are some simple tips to keep in mind. Your No. 1 goal is to convince the other person to continue reading your message and to not toss it in the trash section or mark it as spam. To do so, make use of taglines, insert the words that will spark some interest. Your only power is to convince the recipient to take action. You’re encouraging them to respond, to buy, to subscribe, to call, to comment, and anything else.
6. Tracking Tools
You need to know just how successful your current campaign is if you are to establish if your strategy is the right one or not. You obviously can’t determine that by manually browsing through every opinion and reply, especially if your business operates on a large scale.
Fortunately, there are plenty of tracking tools available for those who need some measurements for their development. Google Analytics is one option that plenty of people opt for to gather information. Why are they necessary? Because you need to know where your traffic is coming from, how long it took for a reply, and what, exactly, is your influx.
Ultimately, no strategy is perfect. Every time you come up with a new idea, you feel like you’ve just managed to beat yourself and found the perfect solution. As time progresses and new realities continue to arise, you’ll start to see the holes in your plan. And this is perfectly OK.
Times change, people’s preferences change, and we need to continue to adapt to them. Make use of the new technologies and opportunities that come before us. Mold on people’s general preferences. Grow together with them.
Mike Jones is a Boston University graduate, with an MS in Mass Communication. He is now a full-time writer, passionate about everything related to business and career-development. He sometimes writes for LureOfMac.