If you could reach over 90% of your target audience with just one form of marketing, would you do it? Um, we sure would (and do!).
While claims of its death have been greatly exaggerated, email marketing is in fact alive and well and thriving. In 2021, 4.03 billion people around the world use email, and that number is only going to grow. No platform even comes close to the potential reach of email.
Email marketing can be used to reach out to a targeted group of customers or potential clients, sending them unique messages based on their interests. It provides an opportunity to open—and keep open—the lines of communication between your business and your audience with consistent and timely communication.
As a result, email marketing helps to establish brand awareness and can increase sales. With an average ROI of $42 for every dollar spent on email marketing in 2019, which is drastically higher than most other digital marketing channels.
While there are many factors to consider when developing an email marketing campaign, these 7 steps you can help you maximize the impact.
7 Easy Email Marketing Tips
Know Your Goals
What do you want your reader to do and what are you trying to accomplish? Your emails will be ineffective if you don’t start with a clear goal and purpose.
Keep in mind that the more value that you provide to your audience via your email, the more that they will look forward to receiving it. Your email marketing should be used to build long-lasting relationships, not just for selling and promoting products and services.
Consider Your Subject Line
It might not seem like it, but a good subject line is essential to a successful email marketing campaign. Inboxes are constantly bombarded with messages and if the subject doesn’t instantly grab attention, the reader will move on and not even open the email you have worked to create. Keep it brief but try to offer value and pique interest.
Create a Community Amongst Subscribers
Think about what your audience wants to know, read or watch. Create email campaigns around their likes to build loyalty. Create a relationship where they keep coming back, opening, reading, and clicking. Avoid language and tactics that make you seem spammy and overly pushy.
Make It Visually Appealing
Think design. Keep it short and sweet when possible. Most people don’t have time to stop and read 300 words about the history of your company. Integrate images and videos to grab attention. Use clean columns and a format that is easy to follow. Don’t forget to test that the email looks good both on desktop and mobile devices.
Determine What is Important to Track
Depending on the goals of your email campaign and the content of the individual emails, the metrics that are most important for each send and the overall campaign may be (should be?) different. If you’re trying to increase awareness, you might want to be tracking opens and clicks. If you’re trying to sell a product or service, you’ll want to keep an eye on your conversion rate.
Test, Test, and Test Again
Use A/B testing to work out any kinks and determine what works and what doesn’t. A/B testing involves determining which of the two options work best in terms of engagement or clicks. This could be anything from subject lines to images used in the email. Compare how well one subject line does to another to optimize your results. You never know what will make people respond.
Contact us today if you want more than just these email marketing tips and need help getting your emails opened, read, and clicked.