An email marketing campaign is only as good as the strategy behind it. If you are still stuck operating the same email campaigns that you have been implementing since the Internet boom, then you are most likely not receiving the results you desired. Am I right?
Even though it tends to be an over-saturated channel, email marketing still proves to be one of the most effective marketing strategies today. When you create a compelling and effective email marketing campaign, you will create an experience that will break through the noise and speak to your recipients. But an effective email marketing campaign must be backed by a solid and innovative strategy.
Here are 9 tips to help you build an effective email marketing campaign that will provide a valuable experience for your recipients, and a positive return on investment for your organization:
1. Utilize segmentation and buyer personas
The one way to ensure that your email marketing campaigns are a success is to create clean, targeted email lists. Take time to develop buyer personas for each of your target customers. Determine their interests, pain points and demographics, and segment email lists based off that information. When you craft targeted messages to send to a specific group of people, you will increase your open and click-through-rates, and recipients will be engaged with content that matches their interests.
2. Give recipients control
Allow your email recipients the freedom to opt-in, update their preferences, adjust their frequency of emails and unsubscribe. Granting this control to recipients will make them feel like their likes, dislikes and opinions matter.
Example: Loft developed an email campaign around this idea and asked recipients to update their preferences to help them deliver a more personalized experience.
3. Create an attention-grabbing subject line
Your subject line is the first element of your email campaign that your recipients will see, so it is important that you create an attention-grabbing email subject line. If you don’t capture their attention from the beginning, they will not see any of the other parts of your five-star email campaign.
4. Reengage customers with entertaining content
Create engaging content that your recipients will enjoy. It is one thing to send an informative email with all the elements you need to cover, but why not take it a step further and add attractive images, engaging calls-to-action (CTAs) and entertaining copy? This will make your email stand out from the rest and will increase the likelihood that your recipients will click-through your email campaign.
Example: JetBlue is notorious for sending fun and engaging emails to its recipients. In this example, the organization creates a loveable campaign that humorously reengages recipients. It is an effective promotional tool, without being too pushy in its sell.
5. Optimize for mobile
Consumers are constantly using their mobile devices to browse through their emails and surf the web. In fact, the most popular activity on smartphones is checking and responding to emails. Make sure that each email you send is optimized for mobile. This will create a better experience for your recipient, which will increase their likelihood of clicking through.
6. Become relatable
Recognize your target customers’ pain points and show that you have the ability to solve their problems. When you speak to your recipients with a relatable topic, it grabs their attention and compels them to learn more.
Example: Wrapping gifts can be a hassle, right? J.Crew Factory recognizes this pain point in their email campaign to promote their gift cards that you can pick up in store or online.
7. Test, monitor, and analyze your results
Make sure you study your recipients’ behaviors to determine what is working best for your organization. Analyze your results and tweak your campaigns to ensure you are creating an effective email marketing campaign.
8. Showcase your benefits and values
Highlight the benefits your products or services provide your customers. Showcasing the value you bring to the table will differentiate you from your competitors and grab your recipients’ attention to compel them to read more.
Example: PayPal created an email that not only described the benefits of using their service, but also related to a common pain point that most consumers experience.
9. Integrate emails into inbound marketing campaigns
Usually, we do not see emails as an inbound marketing tool. But when integrated into your inbound marketing campaigns, emails can have a huge impact on results. Include CTAs in your emails and promote engaging content. Incorporating emails into inbound campaigns will link the puzzle together and allow your campaigns to receive more coverage.
Email marketing is still relevant to creating an impact on your bottom-line. Integrate this tool into your inbound marketing campaigns, and follow these tips to help them be effective. Download our free eBook, Anatomy of a Five-Star Email, for more information on creating your successful email marketing campaign.
Create an effective email marketing campaign by following these 9 simple tips. Let’s touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your Brand.