Perfecting your email marketing campaign can be difficult, as there are so many factors that can impact how well they perform. So, it is important that you invest some time into making your email marketing campaign as effective as possible, as it can be a really valuable avenue to utilise as part of your wider digital marketing campaign! Let’s get into how you can improve your email marketing campaign.
Create Relatable and Useful Content
The first rule when it comes to creating a strong email marketing campaign is to create relatable and useful content. You need to create content that will benefit your audience, whether it contains the information they will use or discount codes. When writing an email, you should question exactly what you are offering and why people might want to continue to subscribe.
Whatever you are writing, just remember to write like a human! Far too often, businesses will forget that people respond well to natural-looking language, rather than it feeling forced and overly corporate. When you write valuable content in a natural tone of voice, you will build a strong sense of trust with your mailing list.
Have A Strong Sense of Branding Throughout
Branding is another very important element when it comes to email marketing, so you need to make sure you represent your brand accurately in all areas. In your tone of voice, make sure that you are consistent across channels so that your audience can immediately identify the brand. The design of the email is also important, keeping the overall look similar, whilst offering some sense of difference to keep things interesting.
You want your email to be easily recognisable, so focusing on your branding is important. It might be worth working with a branding agency Manchester-based for some of the best talent, as they can help you design a few templates that will ensure your email marketing is perfectly aligned with the rest of your brand.
Segment Your Mailing List
One of the worst things you can do when it comes to email marketing is to send out the same email to all of your customers. Modern consumers are very switched on, so if they are sent a generic email that isn’t targeted towards their wants or needs, then they are far less likely to engage with the email.
So, the best thing to do is segment your mailing list into relevant categories. For example, if you are a dental business, you could segment your customers into patients who are below the age of 30, between 30 and 50, and then over 50. You could target the youngest age group with more cosmetic treatments like Invisalign, then the middle age group with more preventative treatment offers. Finally, you could target the over 50’s age group with dental treatments targeted at older patients.
You could offer relevant content that is informative, alongside offers that will give them an incentive to take action. This is the perfect way to offer relevant, engaging content that will set you up with a successful email marketing campaign.
Craft An Enticing Subject Line
Another thing you should do to create a successful email marketing campaign is to craft an enticing subject line. One of the biggest hurdles when it comes to email marketing is getting your customer to open the email, so creating an interesting subject line that will encourage the user to click is important.
Encouraging a sense of urgency is a great way to do this, with unique and timely offers working really well. Keep it short and descriptive, then make sure you are delivering what you have promised in the email itself. This is the key to not only making people click on the email but also encouraging them to actually go through to your website.
Make Sure Your Emails Are Mobile Friendly
Last but not least, you should make sure that your emails are mobile-friendly. For most businesses, mobile users make up the majority, so it is important you carefully consider their experience.
Keep your content short and sweet, including a link to a page on your website for more information if they want to make use of it. Keep your call to action at the very start of the email with your most important content and don’t cram everything together to make sure clickable elements are, well, clickable.
The best way to see exactly how your email will look is to send it internally to other members of staff and ask people to check it on mobile, desktop and tablet devices. You can see exactly what it will look like and make any changes before sending it out to your customers.
Final Thoughts
Email marketing has developed massively over the last few years, so sending out a quick email to your entire mailing list isn’t enough anymore. Instead, taking time to carefully consider your emails and your game plan is key to success. The most important thing to remember is to reinforce your brand through your email, create a great email design and make sure that you are offering value. Invest the time now and you will reap the benefits in the future!
