“If you’re running a real business, email is still one of the most effective ways to universally reach people who have expressed interest in your product or site. For that, it really can’t be beaten.’’ – Colin Nederkoorn.
Email marketing is a powerful way to connect with people. It acts as a roadmap towards achieving your goals and can make all the difference between building a relationship with your customers and sinking without a trace. All this can be accomplished when you create an email marketing strategy that works best for both you and your subscribers.
Let’s dig into the crucial elements of a successful email marketing strategy that will help you get the most from your email marketing efforts.
List segments make it easy to choose what type of content to send to which subscriber. When you personalise content and make it more relevant to a certain group, you improve response rates. Data from the Direct Marketing Association (DMA) indicates that segmented and targeted emails generate 58% of all email revenue. Therefore, sending targeted marketing emails designed to accelerate the journey to purchase can represent the most achievable email marketing revenue a brand is ever likely to see.
Eye-Catching Subject Line
Understanding the goal of the email will make it easier to write a subject line that creates a sense of urgency. Avoid generic, confusing, misleading or over-the-top subject lines. Keep them short, informative and to the point. The email subject line is one element of every email that each subscriber will see. For that reason, subscribers will decide whether or not to open any email from your brand based on the subject line.
Remember, irrespective of whether you have a beautifully designed email, if you do not have an attention-grabbing subject line to go with it, you run the risk of decreased engagement levels.
Rather than simply providing branding information, links and media in an email; interactive content included in the email provides the subscriber with visual, easy to use and (ideally) fun tools to interact with in the email body. It makes it easier to engage subscribers and usher those subscribers along the journey to purchase.
Personalising your email with a custom greeting can create a stronger connection with your subscribers. Instead of a bulk email blast, engage in a dialogue with your subscribers. Provide value through insights, updates and new content without it sounding like a sales pitch.
Call to Action (CTA)
CTAs are the ABC of email marketing. They grab a customer’s attention, prompting them to click and engage with your message. To drive conversions, your CTAs must be compelling and straight forward. An effective CTA is well-designed, eye-catching and in line with your brand and the rest of your marketing material.
However, there is no “one size fits all” approach! Test out what kind of CTA works best for you and your business, in effect allowing your engagements to grow.
When you go on a date, do you pick out the first outfit you see in your wardrobe or do you trial a few different types? Email marketers looking to improve open rates will A/B test (split test) subject lines. Things you might consider testing include: Subject Line, Message Layout, Body Text, Headline, Closing Text, Specific Offers and the Call to Action. Each of these imperative email marketing aspects are likely to have an effect on different parts of the conversion process.
Measurement of Results
With your first email out the door and starting to get opened and clicked by your subscribers, you’ll be able to start tracking the success of your campaign. These metrics give you a high-level overview of how your subscribers are interacting with your campaigns and allow you to compare the success of one campaign to another.
These are some of the critical elements in engaging your customers and making your email marketing campaign effective. Do not underestimate the tremendous staying power email marketing has proven to have. Happy Emailing!