In the last years, email marketing has evolved and become more sophisticated. Believe it or not, there are still more people who aren’t part of any kind of social media platform than people who have email accounts. This means that email marketing has a much bigger reach than advertising on social media. But how can you make your email marketing campaign a succes? Here is how!
1. Goal Setting
Like in many cases, in order to succeed in your email marketing, you need to set yourself clear goals. Revisiting this goal, or purpose throughout the campaign is important. Remind yourself what you want to achieve.
Find out who your audience is and you will figure out what you should say to them. By looking at people who have already subscribed to your email/newsletters, you can find out who they are. Someone who signed up in the checkout process, for example, would be a consumer.
If you don’t have any subscribers yet, think about who your target audience is. How do you find them and what are their interests?
3. Headline and Content
What’s in it for the reader? Write compelling, attractive headlines that make the receiver want to read on. Then, think about why people subscribe on your website. Give them what they want wether it is news, products on sale, Facebook updates, pictures or events. Don’t overdo it though. Choose your most interesting, important content from the last week or month (depending on the frequency of emails) and serve it to them in an attractive email.
Timing is EVERYTHING in email marketing! Both frequency and time-of-day is of importance. To be able to gain insight in what works best with your target audience, you might need to run some tests. Always remember that content comes before quantity though. If you don’t have anything interesting to say, you might as well skip a week or month. Don’t skip too many times since people might forget they subscribed to you and will mark you as spam.
5. Optimizing Brand
It is important to use your brand colours, logo and domain consistently in each email. Use your website colours, your logo and your domain name in your email marketing.
6. Compatibility and Layout
Make sure your newsletter is fully compatible with mobile, tablet and desktop. People tend to read their email on all of these, and if the layout doesn’t fit the screen people won’t read it.
7. Call to Action
Every email should contain a clear call to action. Remember to keep the call to action positioned above the fold, but also at the end of a clear path, for example under the advertised sale items instead of above.
Think about your marketing objective and make your call to action fit it and lead your reader to the right landing page.
8. Measuring Performance
You can measure your performance in a variety of ways.
- Clicks: How many times did people click on the different links in the email? What type of links were clicked and did sales go up after the start of the campaign?
- Unsubscribers: How many people unsubscribed after the start of the campaign? Naturally, a lot of unsubscribers will be a sign that your campaign content is not sufficient quality, or your frequency is off.
- Bounce Rate: Depending on which email service you use, you will be able to see the bounce rates for your email. These undelivered emails could be the result of a busy server, an un-existing email or a typo in the email address.
You should delete this as soon as possible.
- Website Traffic: Review your website traffic after each email campaign. If it increases noticeably, or even your orders, you can be sure that your call to action is working.