Despite the daily inundation of emails in our inboxes, email marketing is still one of the most effective communication methods for businesses. Email marketing is a great way to reach your audience and share timely and pertinent information.
Because seemingly everyone is using email as part of their marketing repertoire, it’s hard to know what exactly constitutes a successful email marketing campaign. We’re here to help with the 6 principles you should follow to make the most of your email marketing!
1. Examine your audience. As a business, you should understand your overall audience, but it’s also important to examine the specific audience you are emailing. Email campaigns should be segmented in a way that may not include your entire audience. Knowing your audience is the best way to create emails that they will find relevant and useful. This can also determine your tone and email content, such as whether your emails should be conversational or more formal. For example, you wouldn’t want to send the same email about a free consultation to your booked client—this should just to go active leads.
2. Write a catchy (and different) subject line. When writing your subject line, look at it from your own point of view as a consumer: Would I open this? Your subject line has to entice the recipient to open the email. Even if you’ve written the whole email in a way that is relevant, useful and full of great content, your recipients will never know unless they open it! Keep it short and to the point, and don’t use the same subject line for every email. Also avoid super sales oriented subject lines which can seem spammy and focus on what value you are providing to your audience.
3. Keep the design simple. Think about all the emails you receive in a single day – tons! With all of the back and forth in the average inbox, your recipients probably don’t have a lot of time to read through your email. Keep your content concise, and keep your email design simple. Make it easy for people to skim the email to find the parts that interest them, and make it even easier for them to take action on a given item by remembering to…
4. Include clear calls-to-action. Remember the reasons for your email when writing a call to action. What would you like the recipient to do after reading this email, or even this one section of the email? Make it easy for recipients to take the next step to do what you’re asking them to do. Whether you’re asking them to sign in contact you, or just share your email with a friend, give them a clear button or link to click that makes it easy to take action.
5. Watch your timing. I’m sure your customers and clients love hearing from you, but probably not several times a day (yikes!) or even once a day. Don’t overwhelm your recipients with tons of different information in a steady stream. You want to nurture the relationship without overpowering it! Each email you send should be unique, timely and relevant. Avoid over-emailing or sharing blurred messages by creating and email calendar and carefully planning your communication for each month in a strategic and engaging manner.
6. Learn from past campaigns. Always analyze past email campaigns to find out what worked and what didn’t by carefully reviewing your email insights and metric. Then, use these results to drive your decision-making! You’ll waste less time trying things that are not successful, and more time making adjustments that will yield the best results. See what you can glean from a subject line that performs well with a great open rate, or from the content of an email that received a lot of clicks. Track your email performance over time, and use the information you have to help you innovate and improve your campaigns for better engagement!
Want more email tips? Check out our infographic, 4 Ways to Stand Out in the Evolving Inbox, to get more great ideas!