HOW TO BUILD YOUR E-MAIL MARKETING CAMPAIGN
Many marketers have heard the statistic that 64% of people open an email because of the subject line. Therefore, every marketer using email to reach their customers focuses on how to improve their email subject line to encourage more people to open their emails. When a person signs up for your email list it is often a powerful signal of their intent to buy.
- Make it Easy and Simple to Sign Up!
Often marketers think that more calls to action, sales, feature sets, images and lots of product features is better for their customers in terms of offering many options but in fact, it can lead to over stimulation and lower click through rates or even worse, fewer sales. Many businesses can’t help but over complicate both their emails and their email sign up forms, which only really leads to confused customers.
There are many ways to build your database, some require set up time, but are completely automatic after that. A simple email, landing page or sign up form will have a higher conversion rate and drive more sales if each of the aspects of your email marketing strategy are strong enough on their own with concise copy, quality images, strong incentives and a clear call to action. Simplicity is really the key to success.
- Know when and how to use plain text effectively!
On the other hand, plain text messages can be quite effective if they are concise and well formatted. In fact, certain types of emails to certain audience’s fare better than highly-designed HTML “pitches”. Plain text messages can earn higher deliver ability and open rates because they don’t look like advertisements or SPAM messages and aren’t perceived as “hype” by some recipients. Most Internet Service Provider (ISP) email platforms can open your messages without any rendering problems. Text is necessary in all kinds of messages – HTML emails included – so better to learn how to use it correctly, as text is what usually delivers the sales “pitch”, not HTML.
- What’s the real deal with video email? Is it as powerful as the reports say it is?
There are several irrefutable benefits to using video email marketing. In today’s new media environment, customers like to watch real people in action and listen to them speaking instead of reading text, especially in sales situations. That’s why online video is the fastest-growing media platform in history − with 71% of the online audience watching Internet video, and the number of streams consumed expected to double by 2017. At these growth levels, it’s not surprising that video emails generate 2 to 3 times higher click through-rates! Now there’s a powerful new tool that makes it easy to produce, send and archive your own videos from your online ESP account. Video emails grab and hold readers’ attention, making it easier for marketers to create emotional connections and use sight and sound to increase the impact of marketing messages. Is it powerful? A resounding “Yes”! Should you start using it today? First think about your audience, your product offerings, and the types of email communications you send. Then include video where you think it could work its magic!
- Add Some Mystery to Your Emails
Some information in your company’s email messaging is best left to the imagination, which is what will help increase your open rates and click thru rates every time. Offer sales and discounts but purposefully leave out which promotions match with what products, forcing users to click and browse through your website. Like mentioned before, DO NOT over complicate an experience for your customer, merely bait them to find out more by visiting your website.
- Timing is Critical
Defining both the timing and frequency can drastically affect your email open and click thru rates. If you have the best offer, content and products but the timing is off, it could all go to waste when it comes to your email efforts. Setup a strategy from the beginning that clearly lays out what time a day and how often you’ll be sending your messages each week. From your strategy, start testing what emails work best at different times and frequencies for the various segments of your list. Be careful when sending email during the weekends and holidays because they can be both lucrative and meaningless if the right approach isn’t taken. To prevent your best email efforts from getting lost in the shuffle, send your content ahead of time to be seen later on the weekend or holidays.
- Personalization Will Work Across the Board
Personalization can work to build your email list and grow your customer base for the long-term. Start small by making a few segmentations in your email list that your company can continue to build upon. Emails that provide a specific context for your recipients will have a much higher conversion rate when it comes to driving open rates, clicks and sales on your website. Multiple studies can attest to the fact that personalization leads to higher conversion rates overall. Take advantage of tactics like using an email subscriber’s first name in the email, including the recipient’s location in the email subject line or experimenting with unique calls to action with different segments of your list. Last but not least, give your list the ability to customize their own email profile to ensure the most relevant messaging is being sent to them
- Don’t Follow the Rules
Breaking the rules is a fine art, but it is possible with the right approach to your customers. The biggest secret to email marketing is to not be tied down by all the rules of what should and shouldn’t be done. It is really important to experiment and see what resonates with your audience the best. The emails that have seen the most success for companies are the campaigns that have differentiated themselves from other emails, entertained their audience, drove value, offered the best deals or personalized the email to the right context for their users without regard for best practices.
At last but not least E-mail marketing can be really done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.