Skeptics say email marketing campaigns are a dying art, but they couldn’t be more wrong.
Email is still the number one preferred means of contact by customers and the number of customers agreeing to receive special offers from companies is actually increasing.
All marketers have to do is create the perfect email campaign for their audience.
Whether your goal is to send out a series of lead-nurturing messages, an email blast to promote a limited-time offer, a monthy newsletter, or a special update about your company and its products or services, you have to consider how the audience will view it among the hundreds or thousands of other emails they receive each day.
Many have been skilled enough (or lucky enough) to put together emails that bring a chuckle to readers’ faces, an inquisitive furrow to their brows, or, more importantly, results.
Results come in the form of clicks on your company’s well-crafted CTAs, readers sharing the information with their friends and followers, and, above all else, the sales and downloads of your product or service.
Poorly thought out or generic campaigns have caused many companies’ emails to be moved to spam folders, deleted outright, or worse, put in the dreaded “Promotions” tab within users’ Gmail accounts.
A good email campaign consists of a few key components; here are the areas on which you should focus for your next email marketing campaign:
First, A Good Opening Line
It all starts with the email’s subject line. A boring title is all it takes for a lead to move your email from their inbox to the trash without a second thought. The key to creating a click-worthy subject is to make it unique and intriguing so they will be tempted to learn more.
But that’s not all! Run a series of A/B tests on different types of subject lines. Test shorter ones, longer ones, kitschy ones, professional ones, and any other possibility you are considering. The subject line should show your brand’s personality, but also appeal to the reader, so run the numbers and see which side or your personality appeals to most.
Which emails would you click on?
Now, For The Words
This is not the time to show off your skills as a feature writer. If a viewer sees anything resembling the later J.K. Rowling novels on your page, it will certainly merit an immediate delete. (Well, to be fair, if I had any J.K. Rowling novel in my inbox, I guarantee I would read it, but you know what I mean. #theboywholived)
In simpler terms, keep the email’s text short and to the point. Tell your audience only the basics and best attributes about the product or service you are offering, while also offering them a link to click and learn more about it. Chances are that they are going to skim whatever you give them, so make it easy for them to get the most out of it.
Lay It All Out
Don’t just throw paragraphs at your potential customers, let them feast their eyes on short graphs, images, your logo, videos, or whatever you have that is visually appealing. Studies have shown us again and again that visuals trump words, so now is your chance to wow your leads by literally showing them what you have to offer.
If your email is mostly text, don’t forget to point out your companies strengths. And when I say point out, I mean bullet points. A reader’s eye is automatically drawn to short, indented lines when they are looking at a block of text. Another attention grabber is to incorporate headers to break up the content making it easier to take in. Remember to make the most important words bold or underlined so they stand out from the rest.
Don’t Limit Yourself (Or Your Readers!)
Many companies’ email campaigns fall short because those in charge see it as a means of nurturing and converting leads, rather than a way of also finding leads. That’s where they are wrong.
Email campaigns are not only for those who are already leads; they are also a great source of lead generation. Include share buttons on your emails to give readers a chance to show your content to their friends and followers. With that, make sure every email includes a valuable offer, something your readers will actually want to pass on to their friends. Boom! You just got a new lead.
Emailing leads is the best way to turn them into customers or take casual readers and turn them into leads. Whether your campaign consistes of serveral spaced-out email reminders or one single email blast (or both), consider all of these elements before hitting that ever-powerful “Send” button. Consider how your audience will take to your email from every perspective.
Go out there and get emailing!
(All images came directly from my personal Gmail inbox within the last week.)