Email marketing campaigns can be a powerful tool for small businesses, if done correctly. Email marketing can drive conversions, increase your ROI, and connect you directly to your customers or even potential customers.
Emails are a great medium between social media interactions and in person meetings. They allow a sense of familiarity and casualness, but can also be presented in a formal manner as well. Email marketing campaigns gain you direct access to your target audience so you can deliver your information to them personally. If you’re struggling to create a strong email marketing campaign, fear no more! Follow the 7 tips below to start reaching your customers and increasing your revenue.
Email Campaigns are All About Balance
You’re emails need to be well crafted from the subject line all the way down to the closing phrase. Half the battle is getting your viewers to open your email. Once at that point, you need to hold their interest and get them to scroll through the email and take whatever action your email is driving at.
If your email appears boring or too text heavy, no one will read it. There needs to be a visual balance of imagery, information, and call to action to interest your readers.
7 Tips to Help You Master Your Email Marketing Campaign
An email campaign in the hands of the right sales team or marketer is a powerful tool that has the potential to bring crazy amounts of traffic and sales to your business. But, there’s a delicate line you need to tread between a successful and enticing email campaign versus an annoying and pushy one.
It may seem complicated but if you follow these simple rules below, you can increase the click through rates on your next mailing:
1. Make It Easy To Subscribe
Place sign up forms in places and pages on your website where your customers are already visiting. You could also create a CTA on a popular landing page, encouraging web visitors to become email subscribers.
And remember, don’t include too many required fields in your sign up form! If you form is too long, it may never get completed. All you really need is their name and email address! Once you gain your subscriber’s trust and show them you’re not going to send them spammy emails, you can ask for more information down the road when it’s pertinent.
2. Set Subscriber Expectations
Let subscribers know what to expect, whether you plan to send updates daily, monthly or weekly. Provide as much information as possible on your sign up page so that customers know exactly what they will be receiving to better make their decision.
Make an effort to be open with your subscribers! They’ll appreciate it and you’ll end up having a higher retention rate of email subscribers for your campaign, because only those who are truly interested will sign up for it in the first place.
Make sure to also list the benefits of subscribing to your emails. Do you offer special discounts or resources through your email campaign? Do you provide a weekly recap of your new articles, products/ services, and company updates? Clearly state why one of your web visitors should sign up to receive your emails!
3. Carefully Craft Subject Lines
Think of your subject line as a handshake. It’ll set the expectation for the rest of the interaction (or email in this case). If your email is going to be clicked on, it needs to draw people in. Create a catchy title which will interest your readers.
Here are some subject line tips you should keep in mind:
- Keep the subject line short (50 characters or less)
- Make them catchy (try to provoke curiosity by using numbers and statistics, common phrases, and literary techniques like rhyming)
- Use punctuation and capitalization to catch your readers eye (this helps you email stand out in an inbox)
4. Mobile Friendly Design
Today’s society is always on the go. Reading emails and conducting business on mobile devices is increasing in popularity. Make sure you’re not missing your target audience, and keep your emails mobile friendly!
Make sure you’re using a simplistic, minimal design theme with quick loading graphics, images, or videos. When you create a webpage, make sure to test how it looks on a smartphone or tablet. Your website layout will look different based on the size screen of a mobile device.
5. Keep Your Emails Brief
Multitasking is a way of life. Many subscribers are reading your emails while doing (or thinking about) something else. Introduce your main point in the beginning paragraph of your email, users won’t waste their time reading wordy emails. Get your reader’s attention with a catchy headline (see point #3 above) and clearly state what the email is about. Instead of including text based content in your email, you could consider implementing a short, personalized video instead.
However you decide to craft your email, just make sure to get to the point sooner rather than later.
6. Write About Relevant Topics
Relevant information is key to grabbing the subscriber’s attention and then keeping it. Make sure you don’t wear out your welcome with your email subscribers. Only send an email when you have something truly valuable or helpful to say
Send an Email for 2 Reasons:
- You have a sale or special pricing: Everyone loves a good deal! This is something that will help your customers, and increase your brand awareness.
- To show what you know: Inform your target audience of something exciting going in at your company, or help them out with an issue they encounter in their everyday lives. This will help showcase your industry knowledge and keep readers up to date on current events at your company.
7. Include Social Links
Make it easy for readers to share your content. If you add share buttons or links to your social sites in the email, it will encourage readers to share your content with their circles. This one easy step could lead to dramatically increased brand exposure, especially if you’re writing about something useful and practical.
Social media is growing as a valuable marketing platform for many small businesses. Make sure to connect with your subscribers, customers, and target audience in-person and online! Having a consistent social media presence will help you remarket your information to prospects, build better relationships with customers, and promote a sense of openness with your followers.
Email marketing campaigns can yield profitable results for both your business and your customers. It may seem difficult, and even stressful, to craft the perfect email to your audience, but it doesn’t have to be. Following the simple steps outlined above will help to ensure your email is well-written, informative, and captivating.
What are some practices you use when crafting your email? Let us know in the comments below!