Email marketing campaigns are a great way to reach a large audience simultaneously by providing marketing on their own time. Where tv marketing only captures audiences actively engaged in the television at the time that it airs, email marketing campaigns provide subscribers with the information you want to tell them that they can access at their own time when they check their emails. They provide more interaction with potential or returning customers and drive traffic instantaneously to your websites by offering convenient hyperlinks. The benefits of these campaigns improve as technology advances, so it is important to master the art behind them. Here are some basic tips to boost your next email marketing campaign.
Count your characters
Not physically, but it is important to be conscious of the length of your emails. The subject line, in particular, should be given serious consideration before sending your next marketing email. It is the first line that the customer will see and offers a preview to all of the information they can gain from opening the email. To make things even trickier, good marketers will consider the fact that the subject line will change based on the medium that the customer is viewing the email. A desktop will show more characters than a mobile phone or tablet. For this reason, and more, the subject line can sometimes be more important than the information inside the email. Furthermore, the preheader of your email should be thoughtfully utilized to provide the customer with a preview of what more they can find if they simply click on the email. Otherwise, the information inside is irrelevant if the email goes unopened or deleted.
Be selective with your wording
Every marketer knows how important catchphrases and appealing sentences are to engaging customers. The same reigns true for email marketing. Your subject line is the first impression that your email gives to the customer and first impressions matter. Curiosity may seem cliche but it leads to interest and interest leads to sales. Using power words like “exclusive” and “trending” create a relationship with the customer in that they want to be included in the selective world that your product will let them enter into. However, the same holds true for the opposing reaction. There are words that will deter potential customers from even opening your email because of preconceived notions that the words carry with them. Phrases like “secret to” or “you won’t believe” usually are automatically associated with spam or abrasive selling. Customers will likely not interact with emails that feel too pushy or ‘sales-y’.
A/B test your campaigns
The best way to keep up with changes in marketing trends is to utilize the best representation of your customers; the customers themselves. The more frequently that you test split email marketing campaigns among your customers, the more insight you can gain on what works and what tactics should be abandoned. Test this by sending separate emails with most of the same information but minor changes in components like subject lines, preview texts and call to action. Every customer is unique and sending generic emails will only work on a portion of the population.
The longer I have worked in the PR and marketing world, the more apparent it has become that engagement is the most important factor driving sales. There is always more to learn to take your marketing campaigns to the next level.