Despite all the yammering about social media channels such as Facebook, Twitter, and Pinterest, email still remains a major successful component of a digital media campaign. Overflowing inboxes and the dreaded spam folder mean that email remains a complex tool for marketers. However, there are some email marketing essentials that can help increase your marketing results.
1. Content is King:
Content should be the primary area on which marketers focus their time and energy. The message needs to foster easy consumption, with a compelling subject line, one central idea, and a clear call to action. Here are 3 examples of a headline to give you an idea: Education IRA’s; Education IRA’s can save money for college; Education IRA’s: Saving parents a fortune for college. Which do you think is more impactful?
2. First Impressions Matter:
As much as we’d love to believe a witty headline will make the audience devour the rest of the email, the words lose effect if they are buried in dense paragraphs of text. Many e-marketing services make it easy to create attractive HTML emails using pre-formatted templates, and to render previews so marketers know exactly how the message will appear in recipients’ inboxes. Take a look at Constant Contact, iContact, or MailChimp, to name a few. Most have a free 1 month trial. With so many tools available, there is no excuse for sending poorly formated emails or emails that are not optimized for multiple email clients. Also, marketers must ensure they have a default value in place for any dynamic personalization, such as a name. Records that have missing data could end up with the dreaded “Dear [blank].”
3. Test Deliverability
There are a number of widely available tools that increase the likelihood of a successful delivery into an inbox. These programs will provide a visual preview of emails and can help identify words, terms and even symbols that could trigger a red flag across various popular spam filtering platforms. They can also provide guidance on other factors spam filters look for, such as text-to-image ratio. Many of the e-marketing services (like Constant Contact) have some spam proofers, but try https://www.senderscore.org for more in depth information.
4. Segment Your Audience
The more personalized your email, the more receptive your audience is to the content within it. There are a number of ways to segment targets, including by location, behavior or purchasing power. Segmenting by location allows you to insert local flavor into the email, which can give your audience the feeling that the marketer relates to them or their situation. Segmenting based on behavior and how a recipient interacts with email can help gauge a recipient’s place in the buying cycle and provide relevant content accordingly.
5. Track, Adjust, Repeat
The fewer variables you change, the easier it is to see their impact and make adjustments for future campaigns. If your list is large enough, it can be split so you can measure different tactics during a single campaign. For example, let’s say you sell 20 different flavored muffins, experiment with the Subject Heading, On-Sale Flavor, Percent Discount, and Call to Action button. This can lead you to understand more about your consumer behavior.
6. Be consistent
Try to stay on track with at least one IMPORTANT email a week offering great tips, a discount, event information and more. Too busy? Appdrenaline can help you with all your newsletter needs!