6 Tips to Lead a Successful E-mail Marketing Campaign
Over the past decade, the digital platform has achieved immense prominence as a marketing tool. Of all the instruments, E-mail Marketing has gathered quite some buzz around it. In layman terms, E-mail marketing is simply sending a commercial message to current or potential customers via an E-mail.
It includes dispatching 2 main types of E-mails:
(A) Transactional E-mail is one that is automatically generated by an action a user has taken in the app or on the website. Examples include Purchase order, Order status, Receipts, etc.
(B) Direct E-mail is the one that is promotional in nature. Examples include Newsletters, Special offers, Discounts, etc. E-mail marketing is more effective than most other instruments to reach customers today and the following data verifies the statement:
- E-mail is the #1 activity on internet and on mobile phones.
- The average office worker checks their E-mail 30 times an hour.
- E-mail Marketing has been acknowledged as the most operative digital channel for customer retention.
So here are 6 tips that you can consider using to make your campaign a success:
(1)Personalize Your E-mails Prudently:
There is a fair chance that addressing the recipient by his/her name will generate an undesirable outcome. Familiarity is to be earned in real life and the same holds true in the case of E-mails as well. Since the cases of Phishing, Identity Theft, Credit Card Fraud, etc. have increased, people have become cautious of the E-mails that greet them personally. Personalization, if conducted properly, helps in building relationship with the recipient. You can start by sending E-mails that recognize the individuality of the subscriber such as E-mails referring to the recipient’s past purchase and suggesting related products. It shows far greater concern to send personalized E-mail that is particular to a recipient’s needs.
(2)Seal The Deal With The Subject Line:
The subject line has an immense influence. People tend to ignore plain, long texts. Using more than 60-70 characters increases the chances of your E-mail to end up in the subscriber’s spam folder. The marketers refer to this as the ‘Dead Zone’ of the subject length. A short, crafty subject line can lure the recipient into clicking open your E-mail. Short subject lines have found to be beneficial for increasing the open rate.
(3)Keep It Curt & Amiable:
The purpose of sending an E-mail to the subscriber is to keep him/her engaged and the purpose fails if the content is not precise and well-formatted. Make sure that the E-mail contains only the relevant information. Studies suggest that the content should not be more than 500 words. Wherever possible, make use of bullet points for explanation rather than paragraphs. Pictures can also be used instead of text but it is essential that the pictures clarify the message rather than supersede the content.
(4)Optimize Your E-mails With A/B Testing:
A/B testing refers to creating several variations of either the subject line or content or any other variable of the E-mail to establish which one has the highest engagement or conversion rate. It is to be kept in mind that a single, isolated variable is being tested at a time. You can manually test by sending E-mails with varying content or subject line or call-to-action button and collect the data to analyze the result yielded by each one or you can use tools that provide the same service. Once you’ve gathered adequate data, you can improvise your future campaigns by noting what works the best for you.
(5)Ensure That E-mails Are Mobile-Friendly:
Not necessarily everyone who receives an E-mail will open it on their computers. Most people have their E-mail accounts synced to their mobile phones, ensuring prompt response. Design your E-mails responsively so as to make them look clear and appealing on all the platforms. You can convert your E-mail to a one column template for an easy mobile fix and also increase the font size for an enhanced readability.
(6)Spamming Is Your Biggest Foe:
Your E-mails will never make it to the inbox of your recipient if they are flagged as spam. Many countries such as Australia, USA and Canada have special laws relating to E-mail marketing. Make sure that the recipient has opted to receive your E-mail thereby avoiding any legal problems. Look out for the frequency with which you dispatch E-mails. The E-mails that you send should have a specific purpose don’t send them just for the sake of it. Avoid using all caps, too many exclamation marks and over-exaggerating phrases. All in all, draft your E-mails by keeping in mind all the possible spam filters that can affect them.
E-mail is an instrumental tool for marketing as it is cost effective and time saving. It allows real-time marketing with which you can reach the right customer, at the right time. However, leading a successful campaign takes time and requires planning, experimenting and analysis of the past data and the only way to improve is to start E-mailing. So, step into the electronic world and make your presence felt.
We, at Digital Upstarts have successfully executed result oriented E-mail marketing campaigns for our esteemed clients. Feel free to reach out to us TODAY!