Tips for Successful Email Marketing
Email marketing is the most direct marketing tactic to reach current and potential customers today. Backed by measurable results, studies show email marketing is the marketing tool of choice for businesses looking to attract, retain, and grow loyal customer bases. Businesses all around the world use email marketing to boost sales, generate leads, strengthen relationships and build brand awareness. One question to ask yourself: Are you doing everything you can to make sure your emails are opened, read, and responded to? Here are a few tips from Farmore Marketing on how to be a successful email marketer.
Know Your Audience
To get the best response from an email campaign, make sure to segment your audience. You can have great content in your emails, but if they are not being sent to the right people, you will not reach the results you want. Segmenting your audience will create targeted messages for different groups, leading to better open rates, lower opt-out and unsubscribe rates and improved deliverability. Segmenting allows you to separate your list according to geographic region, customer behavior patterns (buyers vs non-buyers, openers vs non-openers), age, area code, and more, so you can create content and offers most likely to generate responses. If you have an offer or newsworthy information specific to a certain region, send to consumers within that region rather than your entire audience, as some people might not be able to redeem the offer.
Craft Your Message
An interesting message that offers value is critical to the success of any email campaign. Here are a few things to consider when crafting your email marketing message:
- See what others are doing. Take a few minutes and sign up for email newsletters from competitors. Choose a few on your favorite hobby or a topic you’re interested in too.
- When you get online newsletters from other companies, pay attention to what makes you open some and delete others without reading.
- Before you create the right message, develop a marketing strategy that addresses goals and objectives.
- Get the length right. A good rule of thumb is the more frequent your emails, the shorter they should be. People will open a short "Tip of the Day", but almost no one wants to get something longer on a daily basis.
Brainstorm a Compelling Subject Line
Choose a subject line that grabs your reader’s attention. This is the first thing a subscriber when they see when they open their email inbox. Here are some subject line tips from Mailchimp:
- Include Localization - Personalize a message with a recipient's first or last name to improve open rates. MailChimp research suggests including a city name is even better.
- Use Different Subject Lines - Newsletters tend to start with high open rates, but these decrease over time. Keep your content fresh, and don’t repeat the same subject line for each campaign. If subscribers can’t tell something about your content from the subject line, they probably won’t open your campaign.
- Keep Subject Lines Short - Most people quickly scan subject lines to decide if they’ll open or ignore the email, so don’t expect subscribers to dig through your subject line to figure out if they’re interested. Keep your subject line to 50 characters or fewer.
- Use Promotional Emails Effectively - There are a few ways to increase subscriber engagement with promotional emails. Promote contests and giveaways in your campaigns to reconnect with inactive subscribers. Send subscribers a poll or survey to find out what type of content they’re interested in. Offer a free gift or service as an incentive to complete the poll or survey.
Create Mobile-Friendly Emails
If your emails aren’t mobile-friendly, you could be missing out on the opportunity to engage your subscribers and drive results. A mobile-friendly email is an email that displays optimally between a desktop/laptop and a mobile device, ensuring that it will look great regardless of where your customers and prospects read it. Smart phone usage is sky-rocketing, and with it, so is the number of people that are reading email on a mobile device. According to Litmus, 53% of emails are opened on a mobile phone. That number is up 500% from 2010, and I think it’s a pretty safe bet that it’s going to continue to grow.
Use Effective Call-To-Actions
An effective newsletter provides a call to action like a relevant offer or a link to some useful information. Calls to action arouse interest in your product or service. They also allow for you to have a built-in purpose for sending the email. After reading your email, your recipients should have a clear idea of what to do next. Without a call to action, you leave them hanging. If you want to increase traffic to your website, include a “Learn More” or“Click Here For More Details” call-to-action button linking them to your website.
Measure the Results
Being able to measure your email marketing efforts is key. Measuring allows you to understand what works and what doesn’t so you can improve each and every campaign. Some of the more important metrics to keep an eye on include open rate, click through rate and delivery rate. Delivery rate is the main starting point of your email campaign and is a great metric to monitor the strength of your email list. A high deliverable rate means you are reaching your intended audience. A low delivery rate means you need to work on building a healthy subscription list.
Once your email has reached your client's inbox, the next challenge is to get the email read. Your subject line will have the biggest impact on your campaign and is what gets the subscriber to click “open”. It needs to catch the reader’s attention and should be relevant to the user to describe what the reader can expect when reading the entire email.
Now that your subscriber has received the email and opened it, it’s time for action. This is solely down to your content. Relevant emails will have high click through rates. If your email campaign approach is to send one email to all subscribers your click through rates will be poor.
We now hope you have a better understanding of how to create a successful email marketing campaign. While email marketing may not get the attention some of the newer tools get, it’s still a terrific way for you to generate leads and convert more prospects for your business. With that in mind, take these tips into consideration before your next email marketing campaign.
About the Author
Director of Internet Marketing
Tyler is the Internet Marketing Director at Farmore Marketing brings with him multiple years of internet marketing experience across a variety of industries. He loves to play golf, the UConn Huskies and travel to new places!