Direct marketing is one of the best ways to communicate with customers and potential customers. However in this digital world, Email marketing has become one of the most important toolkits of communication that businesses use today.
Offering both you and your clients a great channel to reach potential and existing customers, email marketing includes two of the most valuable marketing tools; email and content. However popular they are, creating a campaign isn’t simply as easy as putting all the information into a template and sending it. There are certain boxes you must check in order to make sure it has the desired effect:
Figure out the objective of the email
Before even thinking about getting into the process of creating an email newsletter, the first and most important thing to do is think about what your objective is. You need to outline what your intentions are, have a structured plan in place and figure out how you want the campaign to work for you. This is possibly the easiest bit, but is crucial since this is the strategy you will be working with.
Create killer content
Your email’s content is what brings it all together. So making sure you use on-brand language that your audience will find interesting cannot be underestimated. No one likes bland emails that contain paragraph after paragraph of text, so breaking it up with images or video content not only makes it look more visually appealing and digestible, but it has also been proven that when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.
Create a template
Depending on what your email contains, i.e. a video or other form of media content, you will want to make sure that the template you choose works for your choice of content. You email template is what your subscribers will see of you, so it is also important to make sure that it looks nice and is simple and easy enough to follow and read.
Give your subject line heart
Although different audiences like different things, having a strong, compelling and relevant subject line will help to grab your reader’s attention and tempt them into reading your email. Coming up with a subject line can sometimes be the hardest part of creating email campaigns, however once you’ve got it right, it can work wonders. It’s always worth running some tests to see what your audience responds to best.
Test across multiple email providers
If you’ve got heavy formatting, it’s always worth testing your campaign across several email platforms. It’s not uncommon for email formatting to show up completely differently on different providers. This can usually be easily fixed using code, but can look unprofessional to your audience.
Consider A/B tests
As mentioned above, testing elements – such as subject lines is one of the best ways to discover what ticks your subscribers’ buttons. Running a couple of A/B tests will give you a deeper insight into what works for you, and most importantly, what doesn’t.
Segment your data
Large companies use segmentation to its fullest – creating campaigns that are targeted, personal and relevant. However many SMEs are still lagging behind when it comes to segmentation. If you’re the owner, or part of, a SME, then you really need to consider segmentation in order to compete with your larger rivals. According to research by Campaign Monitor, marketers noted a 760% increase in revenue from segmented campaigns , while DMA’s research highlighted that segmented and targeted emails generate 58% of all revenue .
Check the data
It’s usually worth waiting a week before reporting on the results. Any sooner and you run the risk of not getting accurate measurements. Analysing how your newsletter objectives are performing and seeing which parts of your newsletter are performing well and which parts aren’t will help to inform campaigns going forward. Some of the most important parts to look at are:
• click through rate
• who is clicking through
• how many times they are clicking
• which links are getting more attention than others
• who is looking at your newsletter
• what the best time to send emails are
Learn from your experiences
Sending out emails that don’t perform well can be disheartening. However it’s important that you don’t give up. Try different combinations, new styles and unique subject lines – anything that will help to grab your readers’ attention.
Have you got any top tips for creating killer email campaigns? Share your views by tagging us on Twitter @Smarty_Software.
Author: Agnes Gradzewicz, CMO, Smarty Software