3 Successful Strategies Behind a Great Email Marketing Campaign
While social media seems to have emerged as the dominant online marketing conversation, the reality is that a well-executed email marketing campaign can be significantly more effective than a boosted post or sponsored content. Here are three ways to craft an email campaign that will cut through the clutter and generate leads.
Use Subject Lines Properly
Beyond the sender’s address, the subject line is the first thing that most email readers see. Savvy consumers have learned to weed out emails with subject lines that look “spammy,” so it’s important to draft something that seems personal while presenting an offer. For example, “OPEN NOW, 20% OFF” is a little too generic. Try something more specific like “Summer’s back! Check out the hottest styles and save 20%” may increase the number of people who open your email.
Think Mobile First
You need to recognize objectively that most email is read on smartphones. While it’s great to still use elaborate designs that look incredible on desktops or tablets, marketers hurt themselves if they don’t adopt a “mobile first” strategy. This means that all advertising elements should be built with the assumption they will be seen on the smallest screen customers are likely to use. Designs can be built up from there, but the practice of making this the foundation of a campaign will serve you well in the long run.
Send Different Styles of Emails from Different Accounts
As you build your portfolio of business contacts, you need to be certain that your email marketing takes its audience into account. Just as advertising agencies target different campaigns to different audiences, you need to consider the position of your intended target. CEOs speak a different language than marketing directors. IT professionals converse in a different way than development coordinators, etc. Tailor your message accordingly.
Further Considerations
You may think you have a great idea, and you may be right. But you’ll never really know unless you test it objectively. There are many easy ways to A/B test a campaign. Look at individual results and identify trends across your mailing lists.
Read rates are also very important in email campaigns. Research the most effective read rates for the kinds of campaigns you are launching and use them to inform your writing.
Email is to the 2010s as direct mail is to the 1980s. It is delivered to potential customers and gives them a chance to decide if they will sample your business. What you say, and how you say it may make or break that decision.
