Emails can be one of the most powerful marketing tools available to your business today, whether you’re selling products, promoting events, sharing information or asking readers to subscribe to your content.
No matter what you’re using your email list for, there are tons of things you can do to make sure you get the results you want from your campaigns.
This guide will show you ten ways to improve your email marketing efforts and make them more successful in the long run.
Understand the industry
If you’re launching an email marketing campaign for a company or service, take time to learn about your customers—who they are, what they want and why they’re on your list. Also, think about your competitors: What does their brand image say? What do customers like about them? How do their campaigns differ from yours?
You don’t need in-depth market research or consumer analysis. In fact, you can get much of that information for free by Googling it. Once you know the territory, use it to create a targeted message based on real data instead of guessing.
A key question here is who are the people that will be reading your emails and how often do they open them? Knowing this will allow you to make the right adjustments so as not to bother them with something irrelevant.
Make sure that all the links within your emails work properly – nothing more frustrating than clicking on a link only to find out it doesn’t work!
Track the effectiveness of your email – measuring things such as opens, clicks, unsubscribes and bounces will help you understand which messages resonate best with your audience.
Consider using images or videos – studies show people respond better to these types of content over text-only content. Finally, have fun! Know when to let loose during creative brainstorming sessions in order to come up with fresh ideas and maintain a healthy outlook on the process.
Think about how your product works with their lives
When promoting your products or services, look at what problems people have, and try to help solve those with your product.
Even if you think a problem is relatively small, there may be other related issues that are affecting people’s day-to-day lives – and they might not even realize it.
Brainstorm different ways that you can promote your products or services while linking back to that original issue, and how it can be resolved by using your product or service.
For example, say you offer home pest control. You could offer tips on preventing the pests from entering the home in the first place (i.e., covering air vents), as well as advice on dealing with any infestations when they do happen (i.e., setting up traps).
It’s easy to get overwhelmed when it comes to marketing; however, this type of thinking will help simplify things.
In addition, make sure that every campaign has a specific goal: What are you trying to accomplish? Do you want more leads? Would you like people to buy more products? Get creative!
Choose your content carefully
The key element of successful email marketing is not just that you send emails, but what those emails say.
Each email you send should have a specific goal. If your company’s goal is to bring customers back into your physical store, then it makes sense for each email to reference an upcoming event in-store or provide a coupon for discounts on particular items.
However, if you want customers to purchase more products online, then every email should be directly linked to making an online purchase. In this case, the text might include 10% off! Enter code: XYZ12345.
Include a call to action at the end of each email: A call to action encourages people to act and take the next step.
It gives them the final push they need. Including one at the end of your message will ensure that you are able to achieve all your goals for your campaign.
For example, after telling someone about the new line of shoes available in their store, you could offer a coupon code that gets 20% off when they enter it at checkout. You could also ask people to follow you on social media or subscribe to your blog newsletter to stay up-to-date on new arrivals or special offers.
Additionally, use personalization to show customers that you know who they are: You can do this by adding their name into the body of the email so they feel as though you know them personally.
They may even remember it later when they receive another promotion from your company. Be consistent in how often you send out messages: Aiming for consistency can help build a relationship between customer and business over time.
Read Also: How To Make Money Blogging
Follow up after sending out your email campaign
It’s important to do a quick follow-up after sending out your email campaign. It only takes two minutes, but doing so will significantly increase your response rate.
Take two minutes to send a personalized message thanking each recipient for opening your email and encouraging them to reply if they have any questions. This simple step can double or even triple response rates.
There are many reasons why people may not respond immediately, including being busy at work or on vacation.
Once you’ve sent that thank you note, it could be weeks before the person gets back to you with any feedback. That gives them time to reflect on the content of your email and potentially give it more thought than if they had responded immediately without taking time to think about it.
Have Clear Call To Action in Each Email
Consumers who click on an email typically have a goal in mind. Be sure your call-to-action (CTA) buttons clearly highlight how you can help them achieve that goal. For example, if you run a weight loss program, your CTA button might say get started or find a clinic near you.
Or if you sell mattresses, it might say learn more about our return policy or buy now with free shipping. It’s important to understand what the customer wants and make it easy for them to act on that desire.
Remember: people are busy! You don’t want your customers trying to figure out what they should do next when they’ve clicked on your email; the action you want them to take should be clear and obvious.
If you’re having trouble figuring out what to include in your CTAs, consider which actions would satisfy the need or address the pain point described in your subject line. Ask yourself: What does this person want? What does this person need? How is my product going to solve their problem? If we didn’t provide it for them, why should they care?
Create an opt-in offer
Give people something compelling—whether it’s a white paper, an e-book, or something else—and give them a reason to opt-in. The reason can be a special offer, valuable content, or simply good relationship building.
You can use your opt-in offer as part of your follow-up efforts too. Offer some helpful tips and advice on the topic that you know they care about.
Share some industry news, research findings, and so on. If they don’t want the information but are interested in what you have to say about your industry, this will show that you are someone worth listening to and following around the web.
Always provide a strong call to action: Put your email signup form in a prominent place on every page of your site, with clear instructions for what people need to do if they want more from you.
Some businesses find success with time-sensitive offers, where customers get 10% off their next purchase if they sign up now. It’s important not only to tell visitors why they should sign up but also why it is important for them to do so right now.
When you get emails from organizations, remember to unsubscribe from their list. In addition, if there is a site where all the latest happenings related to your industry happen, share that link with prospects so they can easily stay informed and engaged.
As an additional tip for email marketing campaigns: It’s always important to make sure there is a phone number visible somewhere in the message recipients see when they open their inboxes.
Focus on your subject line
The first step in making your email marketing campaigns more successful is writing better subject lines.
Many readers of your email newsletters are opting-in because they want to receive more information about a specific topic. If you can’t get them interested in what’s inside your emails, then you won’t be able to meet their needs and ultimately, grow your business. In fact, according to a report from Return Path, 74% of recipients view email as an interruption.
As such, it’s crucial that the subject line of your message should compel the reader to open the email without being too demanding or misleading.
What’s more, it’s critical that you entice them to continue reading by opening with an interesting sentence or paragraph. Just make sure you’re not breaking any rules like sending spam, selling products to people who haven’t asked for them or sharing personal information about your customers.
These behaviors will likely lead to unsubscribes. And this might result in lost revenue since your brand would lose out on future purchases. You also need to take care when crafting replies, so as not to alienate subscribers who don’t want to hear from you anymore. One way to do this is by including a reply button at the bottom of each email so subscribers know how to get back in touch with you if they change their minds.
Integrate Social Media Marketing into your process
Social media marketing is a great way to broaden your audience.
It allows you to connect with people across platforms and has a viral potential that can spread your message faster than ever before. Integrating social media marketing into your campaign process allows you to add even more value to what you’re sending out and gives people another reason to engage with it.
Whether you’re using one of the major networks or a newer platform, including them in your strategy will allow you to keep up with the times and find new audiences for your messages. Some ideas for integrating these channels include:
- -Creating an interactive timeline on Twitter
- -Instagram stories are perfect for creating engaging content
- -Linking to your Facebook page from Instagram posts
- -Including links to your other accounts on Pinterest boards and YouTube videos
- -Pinning blog posts to your profile
- -Using GIFs and emoji as reaction options in replies
Know your audience’s buying cycle
When you send emails, you want recipients to be in a place where they’re ready and willing to respond. The only way you can do that is by listening.
Pay attention to when your customers are interacting with your brand, and adjust accordingly. If they’re visiting company blogs during work hours, plan campaigns that target those times.
If they’re most active on social media at night or on weekends, save your updates for them. They’ll appreciate being spoken to as an individual rather than someone who fits into the average buying cycle.
Offer them what they’re looking for: Depending on what stage of the customer’s buying cycle your email lands in, offer them something relevant and useful–whether it’s a coupon code or advice about shipping rates.
Show your human side
In addition to providing useful content that engages your readers, you also need to show your human side by sharing something about yourself. This might be an interesting fact about you or an announcement about something personal in your life.
You don’t want your email marketing campaigns to seem too robotic. In fact, a study conducted by Adestra found that emails that had at least one element of personalization resulted in higher open rates and click-through rates compared with those without personalization.
Personalizing emails can make them more engaging for the reader, and increase the likelihood they will buy from you.
For example, companies can include holiday greetings on a card as part of their holiday season email campaign. Including holiday greetings demonstrates to customers that they care about their business, which may translate into loyalty and future purchases.