By: Leah Batten, account manager
Email marketing is an effective, low-cost tool for large and small businesses to reach, engage, inform and retain customers. According to Forrester Research, email marketing will reach $2 billion by 2014. That’s a lot of Benjamin Franklins!!!
Thousands of emails that get sent each day go unnoticed. What are we doing wrong? At Commonwealth PR we have created a some tricks of the trade in helpful categories to follow for a successful email campaign:
Keep It Clean
Focus on building your list and keeping it clean. There is nothing worse than sending an email to outer space where no one will read it, or even worse, to the wrong person! Statistics show that you could lose about 33% of your subscribed email addresses every year. This attrition is due to address changes, unsubscribes and undeliverables. List management is a daily chore.
Segment If Necessary
Make sure you segment your list if you have multiple target audiences that need different messaging. If a product that you are promoting is gender specific, make sure you send it to the relevant group.
Promote Your Brand
The email you send should look and feel like your brand. You want your readers to open it up and immediately feel as if the email is an extension of your website. When you’re designing your email, remember that most people view in a preview pane, so make sure all the important and actionable items are in full view of the top half.
Studies show that 78% of U.S. email users will access their emails via mobile by 2017. That’s a staggering statistic that we need to be prepared for. Not ready? Get mobile ready now.
Make sure your email has links to relevant sites that your reader would be interested in. And don’t forget to include an unsubscribe link at the bottom.
Keep it Short and Sweet
No one has time to read a verbose email with too many words. Make your content succinct and easy to scan.
Use Actionable Content
Actionable emails garner the highest response. When you give your reader an opportunity to interact with you (ask them to answer a survey question, or purchase now) you engage their attention.
Develop Strong Subject Lines
Intrigue readers to open your email. Think outside the box and stray from the generic “April Newsletter” subject line. Teasers, or catchy phrases are great but be careful that you don’t use language that could be caught by SPAM filters.
Include a P. S.
Don’t forget about this prime real estate. Most people only read the first few lines and the P.S. Think about it as being the equivalent of an ending to a story. It gives you a chance to re-cap or point out important information again.
Testing 1, 2, 3
Make sure you send test emails to yourself and others on your team to make sure all hyperlinks are working and images are loading correctly.
Typically emails sent on Tuesday through Thursday receive the highest open and click through rates. However, there may be a particular day that works especially well for your business. If you are curious, segment out your list and try testing different days and times and compare results.
Multiple Channel Approach
Don’t forget about social media! You can engage with your readers in other ways through Facebook, Twitter and other mediums. Link up the content from your email to your blog, Facebook page or Twitter feed. Exposure to multiple channels increases your likelihood of reach.
Don’t Get In Trouble
Make sure that your emails follow all CAN-SPAM laws. If you are not familiar with the laws check out this link for more information on what NOT to do.
So there you have it! Commonwealth Pubic Relations’ tricks of the trade when developing a successful email campaign. So, get out there and start sending some emails.