THINGS TO CONSIDER BEFORE YOUR NEXT EMAIL CAMPAIGN
Learn how to create engaging emails that customers will want to open, read and respond to.
To increase your marketing success chances, we’ve compiled a list of 12 things to consider before your next email campaign.
Email marketing is one of the most effective ways to deliver marketing messages to your customers. It provides full control and allows you to develop direct contact with potential customers.
Is email marketing dead? Marketers who will answer yes to this question will make a big mistake nowadays.
If you’re having trouble getting good returns from your email marketing campaigns, you’ve come to the right place.
We’ll help you make sure your efforts to secure optimal email marketing success go in the right direction. We’ll look at your campaign goals, audience, content, send time, and success rates.
- THINGS TO CONSIDER BEFORE YOUR NEXT EMAIL CAMPAIGN
- To increase your marketing success chances, we've compiled a list of 12 things to consider before your next email campaign.
- 1. What Is the Purpose of This Campaign?
- 2. Who Is the Target Audience?
- 3. What Kind of Content Should I Create?
- 4. Write A Subject Line That Catches The User's Attention.
- 5. Include A Strong Call To Action (CTA)
- 6. Take Care of Attractive Visuals
- 7. Responsive Design
- 8. When Will You Send Your Emails? Define The Right Timing
- 9. How Will You Measure Success?
- 10. A / B tests – Test your email messages
- 11. Segmenting – Your Best Approach to Increase Conversions
- 12. Relationship building
Make the most of your email marketing campaign effort by following these quick and easy rules:
1. What Is the Purpose of This Campaign?
This question should be obvious but is often overlooked as we are all in a hurry to compose our newsletter and hit the ‘Send Campaign’ button.
Determine your message’s primary purpose and whether the content you are sending is useful to the recipient. Each email should be reduced to one concise statement. And remember to be transparent about your intentions; failure to do so will only result in your message ending up in the spam folder.
What is the overarching goal of your campaign? To define it, try to answer a few basic questions:
Who is your target audience?
What do you want them to think or do as a result of reading your message?
Is the purpose of your message educational or transactional?
What is the campaign result you want?
These are all critical questions you need to keep in mind. Without a clearly defined goal, the campaign is less likely to be successful
2. Who Is the Target Audience?
Identifying your audience is most important; it’s the starting point for everything. A well-defined target audience is critical to personalizing your content and maximizing your success.
The email you send to the subscriber must correspond to his interests, and this will only happen if you know and understand your target audience better.
Try to answer the following questions:
- Who is on my email list?
- What do I know about the recipients of your message?
- What information would be most relevant and valuable to this audience?
- How can I break my list down into smaller segments to make my message more relevant to each person?
Depending on your audience, you can define the level of personalization and the types of content that will be most effective for a given segment.
3. What Kind of Content Should I Create?
After setting your campaign goals and defining your target audience, you need to develop the right content and a way to convey your message.
Nowadays, the audience likes to be treated individually. Adding personalized content and features to your email campaign is a must.
Please take a moment to think about appropriate ways to deliver more customized, relevant content to each user.
Answer the following questions:
– How can I include multiple types of dynamic content to maximize customization?
– Can I customize my emails to present specific messages or incentives to a particular group of recipients?
4. Write A Subject Line That Catches The User’s Attention.
According to research, 33% of people open an email based on the subject. Even if readers subscribed to your email newsletter through your website, they wouldn’t open the email without an essential and tempting topic that encourages them to look inside.
Your email might look great, your text might be excellent, but it doesn’t matter if the recipient doesn’t open the message.
Refrain from phrases like “Don’t miss this special offer!”, “Congratulations!” They are overused, and therefore, users qualify it as spam. Tell them the truth about what you offer, submit a small summary of the benefits, no more than 40 to 50 characters long.
Avoid single-word subjects; go with a phrase or a short sentence. The subject line should act as a mini-CTA.
You can also insert a favor to encourage them to open an email by saying, for example, “Have questions about COVID-19? The answers are …”
Use Preheader Text To Your Advantage
The preheader text is very compelling. The more enticing your preheader text, the better your open rates
Effective use of the preheader area is one of the most convenient ways to increase engagement. Unfortunately, quite often, internet marketers neglect this space.
Even when they use it, they rarely use it to fit or complete topics. They do not pay as much attention to it as to subject lines.
5. Include A Strong Call To Action (CTA)
The goal of an email marketing campaign is to attract people to your brand and increase conversions.
Therefore, strong call-to-action (CTA) buttons should be included in your newsletter that encourages readers to take specific action due to reading.
These buttons should stand out from other newsletters.
Choose a brand-related color that contrasts with the different colors in your template, and then adjust the button size to be both visible and attractive.
The audience should know exactly what to do with the message.
Be clear about any steps they need to take to take advantage of the offer, make a purchase, or receive an incentive.
If you don’t, many people will miss the meaning of your message. Stick to a single CTA to avoid confusion.
There should be an urgency element in your call to action, and you can pass it on at the push of a button.
Consider using specific action-based phrases such as “Call Now” to make your listing more attractive.
6. Take Care of Attractive Visuals
Visual elements like images and videos make your email campaign quite attractive.
Include any content that helps you achieve your goals. However, be sure to keep the size as small as possible as this may make the email slow and unresponsive.
Images are a foolproof way to make your newsletter more attractive to your audience.
The human brain processes visual information much faster than text, and those few extra seconds can change an email that gets read, and an email deleted.
Therefore, choose your media elements wisely.
Don’t overdo the visual content in your email campaign.
Emails shouldn’t be excessively jumbled with style components, but they should not be so sparse that they stop working to grab attention.
Go for a healthy balance between the two and develop a comfortable style that pleases the eye.
Follow your design guide to match colors, icons, and photography designs.
Take also a note of the tone and voice your images communicate to the user.
7. Responsive Design
Nowadays, your subscribers choose to access their email messages in many different ways—using mobile devices and laptop computers, via various email services like Gmail or Yahoo; and even through different web browsers.
It is critical to make sure that your emails are optimized for mobile devices.
According to a study, 63% of US customers will delete emails from their inbox if they don’t open on their mobile phone.
Make sure your email newsletter is responsive, as 8 out of 10 users are searching the internet using a mobile device.
However, it’s not just the email itself. Make sure any outbound links or downloads are also available via your mobile.
Responsive design will help you reach the readers in any browser or gadget, so your marketing will not be wasted.
8. When Will You Send Your Emails? Define The Right Timing
You should know your audience better than anyone else; consider their needs.
If you bombard them with emails four times a day, there is a high risk that your messages will be flagged as spam. We recommend a new message every week or daily, depending on the services you offer.
There are several ways to ensure optimal send times, which in turn means increased open rates, clicks, and conversions.
One of the most powerful ways is to use professional tools offered by email marketing providers.
Automation And Optimization Of The Email Sending Process
According to Accelq, the test automation and management platform: “Automation should be integrated into the entire lifecycle, not a” test automation silo. ” The more you can automate the process, the less time you have to spend on it.
Try to answer a few crucial questions:
- How have the opening rates of a specific customer segment changed over time? Are the opening rates rising or falling?
- Would it help to increase open rates if I could automatically deploy each email at the most appropriate moment for each recipient?
- Do I send trigger-based emails with Marketing Automation? In this case, emails are sent promptly upon the occurrence of a specific event. A good example here is an automatic ‘Thank You’ email sent after registering for your newsletter).
As email marketing providers’ technologies analyze historical data for you to decide when to send each message, optimizing your send time does not require much work on your side.
Automated emails are also easy to manage and optimize for marketers across most of today’s marketing platforms.
Let’s face it, the last thing you wish to be called is a spammer, specifically when you’re attempting to carry out legitimate email marketing.
Remember, the spam accused’s fear is unreasonable if you send out emails to subscribers who have voluntarily joined your email list.
Research shows that most people check their email every day.
So you’re doing the right thing by sending a regular email. You do what your competitors are not always ready to do, which is to show up.
Don’t hesitate to send regular emails to your mailing list as it almost always results in more sales.
9. How Will You Measure Success?
Measurable campaign success factors are the most important things to consider before submitting your email campaign.
We are in the age of data-driven marketing. You need to measure and record the data generated by your email campaigns – not only to see how well you did but also to find out how to achieve better results.
The most important questions you need to answer are:
- What indicators will measure success?
- How will this data be tracked during the campaign?
- Do we measure email responses and conversions, including clicks, openings, and social shares?
All of these metrics should be tracked in comprehensive dashboards for maximum visibility.
Overall, there are four main elements to follow in an email campaign:
- opening rate
- click-through rate (CTR)
- bounce rate
- response rate
With this data at hand, you can begin measuring trends, adjusting your strategy, and getting critical insights into your newsletter coverage and how your audience perceives it.
Keeping track of your email metrics in one place also allows you to go back and analyze areas for improvement or optimization.
Additionally, creating a log of metrics and success indicators helps you measure overall effectiveness and plan your long-term email marketing goals.
10. A / B tests – Test your email messages
Regular shared testing is one of the best ways to improve your email campaigns.
You should test any marketing strategy that aims to increase your conversion rate.
A / B testing is the easiest and most affordable way to test the effectiveness of your strategy.
The more you test, the more patterns you’ll start to see, and the better you’ll be able to adjust your email strategy.
But don’t pay too much attention to your opinion when doing A / B testing, as your instincts can be surprisingly distant when it comes to what will work in email marketing.
Therefore, it is imperative to base your decisions on data, not on guesswork or gut.
Which email elements should I break down the test?
- From the line
- Subject line
- Text preview
- Email copy
- A call to action
For the most accurate results, only test one item at a time, such as subject line or preheader text.
Use A / B testing, not guesswork, to find the right option.
Testing will help you create a clear picture of how your campaign is going and how you can improve it in the future.
Email marketing campaigns can be a huge success once you start testing and fixing any interface gaps.
You can also validate your hypotheses on call-to-action buttons, images, delivery times, and landing pages.
Here’s a comprehensive beginner’s guide to A / B Email Testing.
11. Segmenting – Your Best Approach to Increase Conversions
Segmentation is the division of email subscribers into smaller sized segments based on established requirements. Generally, the division is utilized as a customization strategy to supply subscribers with more relevant marketing emails based upon their geographic place, interests, purchase history, and more.
List segmentation may seem difficult. But don’t panic: it’s a pretty well-mastered strategy, and most email marketing tools are set up to handle multiple segments.
How you organize your segments?
In their purest form, segments are just email lists with acceptance criteria. Many email marketing platforms will manage the segment organization for you. Some will even automatically sort your customers into segments.
Common email segments
Among the advantages of email list division is that it enables you to react to customer behaviors and make each section’s message appropriate to those subscribers.
So, how do you make certain that each sector of your email list gets the best message?Follow these guidelines:
- Geographic email segmentation: The most obvious way to segment emails is through geography. In other words, you could create a unique email category for people in a particular city or state.
- Demographic Data: Demographic data includes any quantifiable characteristics of a person: age, gender, hometown, job, salary, and so on.
- Purchase history: You may likewise segment your mailing list by purchase history. They’d be irritated to receive messages suggested for brand-new subscribers who have never ever purchased from you before if a veteran subscriber has been purchasing from you for years.
- Abandoned shopping cart: Did you know that the average online cart abandonment rate is around 70%? You can use email segmentation to close the loop and convert more sales.
- Content-specific email segmentation: Use the data collected about specific contacts. What pages did they visit on your site? Have they downloaded anything? What tools did they use? Did they buy anything?
- Behavior-specific email segmentation: Let’s go even deeper into the e-mail marketing division. How long does the client remain on the site? How many pages do they browse during an average visit? Do they visit and buy quickly, like impulse buyers? Or perhaps they visit it several times a week, load the very same items into the online cart and cancel, like an upset buyer?
Email segmentation is an efficient marketing method that can increase your email open rates by 200%.
Your perfect consumers are not all the very same. A few of them will reply to your advertising emails and follow your magnets, but most want more: education and value.
12. Relationship building
When someone registers for your newsletter, they’re consenting to a continuous relationship with you.
It would be best if you showed that you value them and appreciate their choices and problems.
It applies to every part of your email: the graphics, the copy, the offer, the tone.
Use your findings to enhance your email projects consistently and serve your customers better than in the past.
Construct a relationship that makes them happy to be your brand name’s faithful customer.