5 Essentials For An Effective Email Campaign

ImageCustomers Still Want To Be Emailed

There are so many channels marketers can use to communicate a company’s message. Some may argue that email marketing is becoming outdated and will soon fall by the wayside. However, forecasts from the Radicati Group show that email marketing is going to continue to grow, with the number of worldwide email users predicted to reach over 2.7 billion by the end of 2017, and email market revenue to reach $20.4 billion.

Email is still the preferred marketing channel for users as well.  Research from Host Papa and ExactTarget has shown approximately 75% of users prefer email marketing over other methods of marketing.  Also, according to Salesforce blog contributor Chad White, return on investment is much higher for email marketing than for search, social media, mobile and many other marketing channels.

As the preferred method of customers and with high return on investment, it’s obvious that email is still a relevant marketing tool that companies should be taking advantage of. Here are five tips on to optimize your email marketing campaigns for customer engagement, conversions, and positive ROI:

1) Segmentation Is Key

Unlike social media where your message is widely broadcasted, email marketing offers the opportunity to share personalized content meant for a specific group. According to the Grasshopper marketing blog,  segmenting your email messages can lead to about 15% more clicks on links than non-segmented emails. There are many ways to segment your contact lists. For example, if you’re an ecommerce company, you can segment by frequent purchasers vs. customers who only purchase once in awhile. Then you’ll be able to customize your offers to better satisfy each group. For example, you could send frequent purchasers an email highlighting new products or offering free shipping. Then you could send less frequent customers a discount code to encourage them to come back to your site.

2) Shine In The Subject Line

Use the subject line to your advantage by creating something that will compel the customer to open your email and read on. Writing a spectacular subject line is something that will take time and effort, but the effort will pay off significantly. MailChimp reported open rates up to 93% when their clients really put in the effort to make a subject line that would appeal to their customers. Analytics and A/B testing can be your friends when determining what subject lines your audience responds to most. There are also lots of studies that can help you determine what words may send your email to the spam filter or what could lead to more or less opens. MailChimp conducted a study that broke down subject lines by words and determined the effects these words had on open rates overall and by industry. Read it here.

3) Be Purposeful, Consistent and Error-Free

We hate pointless emails at work and in life, so we definitely don’t want to receive an email with no clear purpose or intent from the brands we subscribe to either. A great email tip from The NextWeb contributor Abhimanyu Ghoshal is to always have a clear message and help the users accomplish some kind of goal, such as providing access to new features or details about an upcoming event. It’s also important to maintain consistency with all your communications so users will easily be able to associate your emails with your brand. Errors can have a negative impact on your brand, so don’t negate the importance of passing your email onto multiple sets of proof-reading eyes before you hit send. Always check for typos, incorrect dates, broken links or anything else that could hinder user experience or potentially communicate the incorrect information or message to users.

4) Optimize The Design

People are suffering from email overload every day. Therefore, email design is more important than ever. Effective design techniques and best practices should be used to highlight the most relevant information and so the call-to-action clearly stands out. Also, it’s no secret that most people check email on mobile devices now, so it’s no longer optional to design your emails for mobile. Use responsive design on your emails to be optimized for any screen size. Users should be able to perform any desired action from your email easily from a phone or tablet as well as a laptop. Luckily, most email marketing software products offer responsive email templates. Use them to your advantage!

5) Leverage Email Analytics

One of my favorite companies I receive emails from is HauteLook, a fashion flash-sale site. Their sales begin every day at 11 AM, and I receive their email at about 10:55 AM. It is a great reminder that the sale is about to start. Even if your company doesn’t have a time-specific offer, it is still a great practice to create a regular distribution schedule for your emails.  You can use email analytics to determine the day of the month, week, or even specific time of day when your customers are most likely to open your emails. MailChimp has also compiled data about the best times to schedule your emails. You can read the report here.

Analytics can also help you determine what works best for your email campaigns as well as which offers or subjects didn’t receive as much traction. This in-depth knowledge will help you make better-informed decisions about future campaigns and allow you to effectively measure each email campaign’s success. Email analytics can also help you to further segment your customers and create campaigns that are truly tailored to your customer’s specific wants and needs.

Summary

While marketers have an arsenal of communication channels to choose from when attempting to engage and interact with customers, email is still the channel most customers prefer. When creating an email campaign, it is important to follow a strategy for each communication. Every email should have a clear purpose and benefit for the customer, as well as provide a fantastic user experience. The high level of data available for each email campaign can also make it much easier for marketers to understand what kinds of emails provide the most value for customers. Use email marketing to the fullest by going back to the data to measure each email’s success.

What is your strategy for a successful email campaign? Leave your comments below.