With more and more people checking emails whilst on the move, Email marketing campaigns are a great way to bring your audience up to speed on your latest promotions, internal news or even just a round-up of what’s happening in your industry.
If done correctly, an e-shot can drive sales, build long-term clients, raise awareness of your brand and drive people to your website.
Email is versatile. With simple smart technology available to us, we can split your databases into different groups and send out your e-shot at different times of the day to maximise engagement.
With email marketing, you finally have the means to affordably communicate your message to a large audience, effectively.
Before you decide on a design and what content will be added in to the e-shot, you need to think of your audience. The more targeted your email marketing campaign is, the more likely it is that recipients will open and engage with the content within.
No email is complete without content. Tailor the content to recipients known interests and needs, and make sure to include both a compelling subject line and call to action.
Strong subject line – The subject line must tell a user why they should open the email.. Make sure the subject line is compelling, clear and actionable.
Attention grabbing headline – Capture the recipients attention with a catchy headline that will make them want to read on further.
Benefits driven content – Explain to the user the benefits, rather than just the features:
Be sure to keep sentences short and easy to read. Bullet points help to break up sections of text and bold body copy can help communicate the important messages. Email should be quick to read and demonstrate clear next steps.
Send times can be tricky. They often depend on the audience that the email will be delivered to. As a general rule, send emails during business hours in the morning or in the early afternoon, right after lunch.
If data is available from previous sends, it’s normally best to see what previous send times got the best open rate. It might take some trial and error, but eventually it should become apparent what works for that type of audience.
Once the email campaign has been sent, you can start seeing how well the email is performing. Depending on the objectives of the campaign, there maybe different metrics defined for success. Some success metrics may include:
Be sure to track open rates, click-through rates, and email bounces to see what content is working with the audience, which subject lines work best, and which areas could use some improvement.