Email should play a vital role in every company’s digital marketing campaign. It’s a highly effective, it’s easy to execute, and there’s a very low cost of entry.
Plus, according to Email Expert, just $1 spent on email marketing delivers an average $44.25 in return. That’s a more than 4,000-percent increase!
On top of this, retention for email marketing is extremely high, with 78 percent of readers actually remembering some or all of the content once they’re done.
What other marketing efforts can deliver those kinds of results?
Not many, if we’re being honest.
The truth is email marketing is one of the most powerful tools in your arsenal, and if you want to capture new leads, bring in more sales and keep customers coming back time and time again, it needs to be a big part of your efforts.
The Recipe for Email Marketing Success
If you’re just now getting started with email campaigns, or your past efforts just haven’t been successful, it’s time to brush up on what makes an effective message.
Sure an eye-catching headline is a must, but what else? How do you ensure customers open that email, read it, interact with it and, most importantly, remember it?
I’ve got some tips that can help:
1. Pay attention to the preview.
Many email clients will show a quick preview of the message, before it’s even been opened. If you want to make sure customers actually client on those messages and read further, you need to make sure this preview is spot-on. Make it short and to the point, and pique the user’s interest wherever possible. Remember you only have about 50 characters to work with!
2. Check it out on mobile.
About 50 percent of all email is open via mobile phone, so making your emails mobile-friendly is crucial. Before sending out a message, preview it on your own smartphone or tablet. Make sure the images appear correctly, and that there are no weird spacing issues, font problems or added characters. Errors like these can turn off readers in an instant.
3. A/B test it first.
I’ve said it before, but I’ll say it again: A/B testing is crucial to online success. So, like you would with any other digital marketing effort, be sure to A/B test all your messages before sending them out to the full group. Test on timing (are they opened more in the morning, afternoon or evening?), and test on content, too (which headlines lead to higher open rates?) Through this, you can create the most impactful email campaign around.
4. Include a CTA.
Don’t just send an email for email’s sake. Establish a clear goal for each and every message you craft, and include a call to action that speaks to that goal. Point them to a page of your website for shopping, include a link to download your new ebook, or attach a coupon for them to print off and bring to your store.
5. Segment your email list.
Not everyone on your email list is going to be the same age, have the same interests or be at the same point in the buying cycle, so don’t send emails that assume they are. Take time to carefully segment your email list, and divide it into groups – by demographic, by position in their company, by income, etc. Then, create emails that speak directly to those groups and their unique needs. You’ll have a much higher success rate the more you customize your messages.
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