If you’re looking for a return on investment, email marketing is still a great option. To give you a better picture about how effective it is, think how you feel when you receive a letter at home. You look at the post every day, you clock what it is and open letters addressed personally to you. You pay attention – even if some of it is placed in recycling.
You do a similar process with your emails – you look at them every day. Access on your phone makes it so much easier whether that’s to read, file or delete.
But what makes a campaign effective? Well, in short, make it personal, have interesting content and use lots of images. Here’s a step by step email marketing strategy on setting up and running a successful email marketing campaign.
- Who is your email for? Before sending an email know your target audience when you start your email campaign so you know the best way to grab their attention and make a effective email campaign .
- What’s your email about? Be creative in the subject line. It can be the deciding factor in the recipient finding out about your business or not. Keep it short, sweet and to the point. Conducting AvB test on your subject line can show what engages best.
- Engaging content: Know your audience’s challenges. So, create content that helps solve their problems.
- Concise content: A great email is concise, this means readers are less likely to lose interest and move your email to the trash folder.
- Easy navigation: Make sure your email template is easy to navigate but most of all that you have enough pictures to make it interesting to look at.
- What do you want your recipient to do? Bold call to actions can really help the reader navigate and engage well with your content.
- Add links to your social media channels: This gives the recipient the opportunity, to easily follow you on social media giving them, another touchpoint to stay informed about your business.
- Test on mobile devices: With 67% of emails read on either a smartphone or tablet, ensure your emails are responsive. It’s also worth noting that 65% of mobile readers who open an email are likely to click through (Sources: Campaign Monitor, 2019 via Hubspot).
- Analyse: Make a note of what works and what doesn’t. Avoid copying old formats which don’t get clicks, be innovative and creative.
- Email distribution list: Segmenting a list is so important in creating a targeted email campaign. Recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns (Source: MailChimp, 2017 via Hubspot)
- Fond farewell: You must always have an unsubscribe option in your email as well as a link to your privacy policy. If people aren’t interested, then by making it easy to unsubscribe, you’ve cleared someone from your list that wasn’t going to engage further. This leaves you to focus on those who are interested. Remember, you need to be GDPR compliant, so transparency is important.
Digital Marketing Resources
Here’s some further information to help you create email marketing campaigns. Also get in touch for email marketing in Croydon.
