Tips for Successful Email Marketing
Email marketing is still one of the most effective ways to both connect and build long-term relationships with existing and prospective customers. That’s why building successful email marketing campaigns has never been more important. What makes email marketing campaigns successful? They have a clear objective and message that work together to support your marketing efforts both on and offline. Whether you’re a marketing veteran or newcomer, you can probably use some inspiration for upping your email marketing game.
List Segmentation for Targeted Marketing
Segmentation is one of email marketing’s best practices, improving your campaigns by leaps and bounds. Segmenting your email database into various target audiences and tailoring the content to those individual groups lets subscribers receive only those emails that are relevant to them. Even if you only sell one service or product, not all your customers are alike. Different customers have different needs, and they should be marketed to with distinct, personalized messages. The beauty of segmentation is that once you get started, the possibilities are endless. Software solutions like HubSpot can allow you to more easily segment your list and integrate your email marketing with all of your other digital marketing efforts.
Keep it Real
Start off on the right foot by using welcome emails. It’s an easy way to make a great impression and it’s shown to get long-term results: subscribers read welcome emails nearly 40% more often than regular emails. Also, consider having emails come from a real person, like someone from the marketing or customer service department, so that recipients can respond directly to the email. Finally, use language readers will respond to, not “marketing speak” or technical jargon. Write as if you were talking to a friend, but don’t get overly personal.
Write Compelling Subject Lines
It can be argued your email marketing campaign lives and dies by its subject line. Over 30% of email recipients decide whether to open an email based on the subject line alone. Use the K.I.S.S. approach – keep it short and sweet. Just like the rest of your message, subject lines should be easy to scan. Make it compelling by conveying a sense of urgency (Ends tonight!), and make sure that what you promise in the subject line is delivered in the email itself.
Clearly Define Your Calls to Action (CTAs)
Your CTAs should state a clear purpose and include words that drive action, such as “sign up today” or “buy now.” Provide multiple, prominent CTAs throughout your email content so that when recipients want to act, they can. Use the five second rule: people should understand what they’re expected to do within 5 seconds of opening the email. Finally, a button or graphic CTA is often more effective than a “Click here” link.
Pick the Right Schedule
When your email lands in a prospect’s inbox can make all the difference in it being opened. Long-standing advice has been to send out emails Tuesday through Thursday morning, between eight and 10am. But times have changed, and multiple studies have found that recipients are also active late at night. And with more people opening their emails on mobile devices, all bets are off. The best course of action is to segment your emails for different time zones and send them at optimal times based on testing.
Offer Email Management
An email preference center provides an easy way for subscribers to manage the emails they receive from you. Email preference centers have a positive impact on your deliverability and customer relationships. You can reduce attrition rates by allowing readers to control what they receive and how often they receive it. And if you have multiple email lists, a preference center is the perfect place for subscribers to learn about all you offer.
The Future Looks Bright for Email
Personalized email marketing, mobile-centric marketing, and integrated email and advertising strategies are all part of the evolution of email marketing campaigns. Done right, email campaigns can be effective workhorses in your overall marketing strategy, building relationships and distinguishing your brand from the crowd.