To be effective with email marketing , companies should concentrate on increasing consumer interaction and minimising unsubscribes while sending relevant content that entices prospects to buy into your brand. Completing the above is certainly possible if the right email marketing techniques are developed.
You must evaluate and analyze different campaigns to understand the audience in depth. To succeed with your email marketing campaigns, you need to use a variety of best practices to build a systematic strategy to achieve your marketing goals.
Therefore, here are 5 email marketing strategies to keep in mind to help ensure effective campaign results:
1. Frequency and Timing
Your campaign timing is one of the most important elements throughout any email marketing plan. You may be on the Gold Coast, but perhaps a substantial percentage of your target audience is in another time zone. The time of day that users receive emails contribute directly to campaign indicators such as open-rate and click-through-rate.
Group your contact lists based on the time zone in which users live to receive your messages at a time that suits them best.
You can not simultaneously send the same message to a global or national audience, and expect to reach everyone. Consider the lifestyle habits of the audience. If you’ve launched campaigns in the past, look at your email platform’s statistics and see when readers will most likely pay attention to your email.
Moreover, it’s not only the timing of your email that counts, but the frequency you send your messages also plays a major role in success. Mass email campaign era is over. These days, users have increased email frustration and won’t even open your message if they’re flooded with plenty of emails. Essentially, the more messages you send, the less efficient. You shouldn’t give your audience an email every day, that’s how you’ll get a rise in unsubscribers.
Instead, hold your emails at most two a week to ensure you’re still engaging users and cutting their inbox clutter.
2. Subject Line
The value of a terrific subject line can not be emphasized enough-it’s basically the first thing users read, and their first personal brand experience. A successful subject line sparks excitement and builds email content anticipation. Just enough to get the customer excited, while staying true to your brand in under 50 characters.
It’s okay to think outside the box and let some imagination run with the subject lines, but note that simplicity typically works best. The best subject lines would find a comfortable medium between oozing imagination and being straight to where you email the customer while keeping the brand picture in mind.
The subject line aims to enable recipients to open a message and select an email. Therefore, being consistent when you go from the subject line to the actual material is key. You shouldn’t use the “clickbait” title only to make users open a message to disappoint them when they don’t find any relevance to what they saw in their inbox. This gives the brand a low sense of confidence and almost ensures consumers won’t take the action they want to take and might even opt out of receiving emails.
3. Visuals and Copy
Photos and videos speak louder than words, especially when referring to effective email marketing. Generally speaking, there should often be more visuals than email copying, but investing in writing and copying is still beneficial. Users won’t read it too much. They just want to quickly skim content and understand core messaging.
If you have something to share, don’t put it all in the email. Use a call-to – action (CTA) button to direct visitors to a website landing page to read the full message. Each email campaign involves a clear call for action, whether you visit a website, enter an email or buy something, the user is often asked to respond in some way. The more you ask, the more compelling the material.
The CTA must stand out from the post, so the reader can notice it easily and click on it without hindering their actions. Make sure they’re bright and noticeable compared to the rest of the message while still fitting the theme. Since images are essential to a successful email marketing campaign, you want to ensure users are loaded correctly and quickly. Use a file optimization method to ensure fast loading of files, and if users wait too long to load an image, they will miss it or uninstall it entirely.
Even a browser or email service provider can not view images correctly in an email. By adding appropriate image alt tags, users can have an idea of what the graphics should be until they appear immediately. This little effort will go far into a good user experience.
Recently, more and more organizations are playing GIF in their email promotions. If you are considering using this sort of visual in your emails, test it thoroughly on a variety of platforms and if it freezes on a particular image, make sure it is an image that can stand alone and still give users a complete understanding of what the content is about.
4. Responsive Design
Responsive design is one of the most important components of effective email marketing strategies. All users accessed their inbox from the same desktop email platform are gone. Users now attach to email via smartphones , tablets, desktops, and other devices. How one person sees an email isn’t the same as another, so a responsively designed email is usually the best option. Optimizing an email prototype allows all users to provide a user-friendly interface on nearly every computer and platform to view content as intended.
If you don’t use responsive design, check which platforms most of your customers are on and make sure the email is suited to those functionalities and set up for that platform.
Continuously connecting users to the internet today, most users are mobile-regardless of mobile device type. This rising audience is always on-the-go, and the brands they follow want to know that. For a touch screen, clickable objects on a mobile device should be configured using a thumb, not a mouse, and should not allow additional work (zooming in or zooming out) to display images in the post.
The content you give users via email should be relevant and useful. User marketing as an individual could no longer be exemplified by presenting them with first and last name.
Like a conversion funnel, an email funnel lets you target users with more appropriate content, display signs of progressive interest and become a customer. If a user in your email database signs up for your newsletter on a specific blog post, you can segment them based on the material that interests them. Personalization is essential to all the email marketing strategies.
By customizing emails in a relevant step-by – step phase, your messages can be more accurately related to what initially prompted your brand to engage. For example, you would have a blog newsletter, and after reading an email marketing article, the user will provide your contact details.
Sending them a follow-up email addressing logo design won’t fulfill their needs as it’s arbitrary for the reason they signed up for. Instead, setup a separate community user funnel. Offer them an in-depth content on the subject, so the reader is more likely to open the email and move further down the funnel to buy a product or service from your company.
Utilise these best practices with every marketing campaign to help reach your users and create business growth. Need assistance with your email marketing strategies for your business? Get in touch today.