Effective email marketing doesn’t happen by chance. If anything, this is where your wits and emotions intersect. There has to be a perfect strike of balance between the two for the emails you create for your marketing campaign to inspire, teach, self-express, motivate and get the bulk of your subscribers to take action.
You have to dig deeper to harness the fire burning deep inside your bones while putting your intelligence at work to make sure you’re doing everything right.
Not an easy task. But for success, there’s no other way around it, and here are proven and tested tips to make email marketing work for you:
You need a rallying cry
A rallying cry is a one-line summary of what you are purposing to achieve with the email marketing campaign. This is what encourages you to keep forging ahead and doing everything you’re doing without losing hope somewhere along the line.
It’s what keeps the campaign burning inside you. They’re the mantras that keep your campaigns rejuvenated at all times. Some would like to say it’s what summarises your email marketing goal, but more in a motivating sense.
Here’s a classic example of an email marketing campaign mantra: “our email marketing campaign is guided by simplicity, consistency, and staying on the course.”
Set Customer-focused Goals
Now that you’ve established where you’re headed with the email outreach campaign, the next thing you want to do is figure out what you want to achieve with it in terms of customers.
You have to begin by laying down your intentions in the clear. What customer value do you wish to get from the emails?
It could be something simple like defining the number of customers you can reach with a single email you send; or, coming up with a near-accurate estimation of the number of people that open every email you send to read it.
Get the Rest of the Teams Involved
This is NOT your journey alone, but for the rest of the team as well. So get them all involved.
Go ahead and share the email marketing plan you have with the executive leadership, customer service, the marketing team of other channels, and any other person out there that you wish to include.
You have to make sure your plan blends perfectly with the holistic vision of your company. For all we know, the rest of the teams could also be inspired to revisit their strategies and make necessary adjustments to make them even better.
Keep Track of Past Results
There’s only one way for your business to go – and that’s forward. So you have to maintain a keen eye on your email marketing strategy and the results coming in.
Set a benchmark and use it to establish if your business is headed in the right direction. You can start by looking at the previous email programs you employed and find out how your subscribers reacted to them.
Find out where improvements can be made or at what strategic points did the campaign register the highest engagement rate. What did you do in the past that triggered the highest number of unsubscribes?
The answers you come up with should help you figure out where to improve and adjust your current marketing campaign.
Find a Way to Align the Campaign with Other Goals within your Organization
None of the goals your teams come up with has to conflict. If they do, this can prove to be extremely challenging to the overall growth of your business and your email program.
So find a way to align your goals with your content creation team, merchandise team, leadership, creative team, and so forth. Do this early on, by setting realistic expectations for cross-functional teams by first agreeing on the workflow.
In other words, collaborations should happen more naturally – like they were already expecting something of the sort.
Establish your KPI’s early on
KPIs are the success benchmarks you set to determine your achievements every step of the way. They’re what you need to find out if your efforts are really paying off or if something is still missing.
You have to find out about the conversion rate or the lifetime value of every customer you attract to figure out if you’re headed in the right direction.
Revisit Your Objectives and Make sure you Understand them Completely
Do you have a clear number of targets that you plan to hit with your email program? This could be something simple, like a 5% increase in the number of subscribers you’re getting after a certain duration of time.
Or maybe it’s a reduction in the number of unsubscribes or an increase in the number of conversion clicks. You have to understand the objectives to avoid making impulse decisions that are likely to hurt your customer profile or your overall marketing strategy.
Find a Way to Weigh your Progress
Your mind must be so focused on your campaign strategies, and the progress made every step of the way. You have to find out how the emails you send are performing by tracking them down.
Look high and low, at categorical campaigns, aggregated top level, and the individual emails you send to find out which ones among them are driving the highest engagements.
Find out what works and find a way to add it to your campaign. You also have to go through your findings and figure out how to compare it with your benchmarks. And after you’re done, go ahead and share it with the rest of the teams and team members you are in partnership with.
Turn your Data into Action
The data you find should determine your next course of action. It should be what you use to come up with actionable insights. Learn about how the program is doing, and then use the data you get to identify the steps that will be inching you closer to your objectives and business goals.
Don’t be too rigid with the emails you send. Nothing is written in stone remember. Find out if there’s any room for growth and figure out where to adjust to get to that point where you can successfully look back and conclude you’ve grown.
You grow when the campaign moves you closer to your objectives. So go through your program and correct or remove any effort that doesn’t align with the expectations you have.
Get their Permission
Bait and switching won’t work for the long term benefit of your business. Customers have to know beforehand about what they’re getting into. You can do this by first asking for their permission to send promotional emails to your subscribers.
The opt-in box must by default left unchecked. And even with that, make a point to explain what a user is getting into should they decide to go ahead and check the box.
Same goes with collecting emails. Make sure your customer knows what you’re about to do and that they fully agree to your terms and conditions.
Let your customers know about what lies on the other end should they hit the opt-in button. Ask them for their addresses and any other information you’re interested in — and in exchange, let them know about what you have in store for them.
And immediately a subscriber decides to opt-in, follow them with a confirmation email reminding them of some of the perks that come with that decision.
Focus on quality and NOT quantity
You need at least thousands of subscribers to succeed in your email marketing campaign. But then again that pales in comparison to the quality of the subscribers you’re getting.
First, you have to know where the bulk of your subscribers are coming from. After this, make sure that every single one of the subscribers that made it to the list did it on a whim. They weren’t lured by false promises or forced in any way to hit the opt-in button and subscribe to your emailing list.
Make the Unsubscribe Button Conspicuous Enough to be Seen
We get it: nothing bothers an email marketer more than a customer opting out of their email list. But that’s NOT to say that you should use unscrupulous means to keep your customers from unsubscribing when they do NOT wish to see your emails any more.
So you can start by making the unsubscribing button conspicuous enough to be seen by anyone who’s reading through your emails.
It’s also crucial that you make it simple enough to unsubscribe. In which case, make it possible to opt out with just a single click of a button – and where possible, allow them to control their preferences by suggesting the frequency at which they wish to receive the email and their preferred type of content.
Include Any Relevant Piece of Detail in the Emails you Send
The emails you send must bear all the crucial info about your business. It should contain your contact info, a link to unsubscribe, and all the relevant social sharing buttons.
In other words, should your recipient find it necessary to contact you or share your email, they should be able to do so with so much ease.
Don’t Settle Much on Un-engaged Recipients
If someone hasn’t opened any of the emails you send for more than three months, then there’s no need to keep sending them the same email as the rest of the prospects and customers on your email list.
Instead, move them over to the list of advertising audience. There, you can keep sending them win-back emails until they start showing some vested interest in the emails you send. Where possible, try to automate the entire process to make it a snap for you.
Warm up your IP
Don’t rush into sending every prospect that shows up in your database an email right away. In this way, nothing you do will give spam monitors any reason to mark you.
Your focus should be on building your reputation first. Cull out your best list and focus on this list as you gradually increase the volume of the emails you send and add more recipients into your mailing list.
This will allows you to spot the issues in the emails you send early on before more emails start bouncing off. And after you figure this out, you can go ahead and come up with a detailed plan on how to increase the volume of emails you send as you edge closer to hitting the marketing goals you’ve set for yourself.
After you warm up your IP address, the next thing you’d want is to be consistent with the emails you send, both in terms of frequency and volume. Consistency is key in any email marketing program; considering that’s the next thing that Internet Service Providers focus on to ascertain whether or NOT your emails are spam.
Remember to Set Up an Email Authentication
We’re living in a world where getting cat-fished is nothing out of the ordinary. Worse is when some hacker somewhere starts pretending to be you.
The emails they send could significantly taint your online reputation to the extent of throwing you out of business. There’s however a simple solution to this – and that’s authenticating the emails you send.
With tools such as domain keys, DKIM, and SPF, you can come up with a set of rules that define how your emails are sent, thus making it even harder for spammers to imitate you.
You’re the person to blame for every single tragedy that befell your email marketing campaign. You make the decisions, so be prepared to shoulder the consequences of whatever outcome swings by.
Take the red flags and mistakes as your own doing, and find out how to correct them and return your business on course.
Create a Methodology
Check out with the other teams in your organisation to find out if you could collaborate with them to develop a framework or workflow to foster creativity and enhance productivity among yourself.
Plan your Template
After you’ve figured out the type of messages you’ll be sending, the next thing you do is come up with the most appropriate design system to pass these messages across.
Try to come up with a template that turns your vision into a reality. Take a look into the type of content you post and envision the most proficient layout for sending your content.
Go ahead and determine if you only need one template with a broad variety of modules or if you really have to create a series of them for different types of communication.
Focus on the Journey
Think of every email you send as a step towards the customer experience journey you’re embarking on. Meaning all your communications have to fit into each other, not random.
The messages you send must also be in perfect sync with the rest of the communication messages emanating from your brand — whether it’s in terms of looks, consistency or subject matter. There’s must be one common ground tying everything together.
Consider Mobile Responsiveness
Test out the emails you send across different devises and find out if they’re loading just fine or if there’s any problem with them.
Do they look just as great as they look on mobile? If NOT, find a way to make necessary adjustments to your email layout for a more elegant mobile experience.
Assign a Purpose to Your Imagery
Find a way to draw interest to the emails you send through illustrations and photography. Make sure you’re using the most appropriate imagery, particularly those that appeal to your subscribers’ emotions and communicate functionality more appropriately.
Great visuals also help to break the monotony that comes with reading through a block of texts. However, if you can’t find a suitable photography that snugly aligns with your marketing message and targeted customers, then don’t force it – as you’re better off not using one.
Find a Way to Make the CTA Pop
Your CTA has to stick out to be noticed, and one way to go about it is by making it pop through placement, colour, and text treatment.
Readers have to understand the intended purpose of your email by just looking at it. But most importantly, a popping CTA will be making it a whole lot easier for your recipients to take action.
Create Room for Skimming
Don’t make it appear like readers have to read every word and sentence in your block-like email content to understand what the email is all about.
Where it’s possible to break the email into bullet text, do so without any hesitation. Also, consider making your paragraphs a little bit shorter for a higher readability score.
Consider Everyone in your Audience
Try to fit into the shoe of every single one of your readers to understand everything from their point of view and preference. Consider the limitations and how exactly they’d prefer to see you serve them with content.
Think about readability, alt tags, text visibility, and all the crucial features that may come in handy in making your content more readable and enjoyable.
Test the Content Without Images
The images you publish alongside your content are meant to target your subscriber’s attention. Other than that, they’re what you use to keep your readers hooked in.
But there’s more to the content bit of it. You want your readers to draw the main message of the email and act on it. So turn off the images, and try test the rest of the content as is. Is the content still relevant? Can the CTA still be seen?
Preview and Review
Preview and review the email before sending. And while at it, take into consideration all the different variables.
If the content you’re publishing is a bit dynamic, be sure to check it for the different permutations. Create a checklist where you find your message to be a little complex and use it to catch on anything you missed or included incorrectly.
Don’t be too stilt with the emails you send. If anything, your subscribers have to feel like they’re interacting with a real person on the other hand. So while you’re still expected to conduct yourself professionally, it’s still crucial to address your target audience in a manner they can relate with you and feel like they’re talking to a real person.
This is particularly important if you’re looking to instil trust in your target audience and increase the likelihood of them taking action.
Offer Something to the First Few Subscribers
While starting, you’re looking to populate your mailing list with quality subscribers, so why NOT offer them something that will get them to take action fast.
This can be a gift or a discount on a product you’re offering. Whichever offer you decide on, gifting the first few subscribers is the surest way to get even more people to consider signing up with you, especially if you’re starting.
Pdf Version of Some of Your Most Popular Blog Posts
Create a Pdf version of some of the popular posts you have and offer them to the customers that take the bold step to sign up with you.
Offer Transparent Segmenting
Don’t force your content on your subscribers. Instead, let them choose what resonates with them best by choosing from a list of options provided.
Be sure to Include the Opt-in Button in your Homepage
Your homepage enjoys the biggest share of traffic your site attracts. You’d want to take advantage of that by converting the bulk of them into active subscribers.
So make sure you’ve included the signup form at all the strategic points on your homepage.
Offer an email Course
Once in a while, create an email course that you’ll be offering to your subscribers for a series of days. It can be something simple like a 10-day workout course for building rock solid abs. Users can sign up for this course for free, while you win for creating another solid team of active subscribers and product customers.
This list opens you up to fresh ideas that you can implement in your email marketing campaign today and work some magic. If you’re looking for a detailed, step-by-step guide on how to grow your email list and improve on its quality, this list is the right way to start.
For more info concerning email marketing or help in setting up your email marketing campaign, then be sure to contact MediaOne Marketing today via the email message box provided or by talking to any of our customer reps via the live chat below.