When it comes to communicating with potential customers, email marketing is one of the most effective ways to open up a dialog. With the right email marketing campaign, you can establish relationships, drive sales and revenue and expand brand awareness. However, you need to be strategic on how to optimize your campaigns.
The first step in successful email marketing is to choose a relevant email list. After all, who you send them to is the most significant piece of the puzzle. For example, if you are hoping to drive traffic to your booth at a trade show, you need to do your research and send emails to those who are actually going or who plan to attend. Or, if you are hoping to sell a service or product, you want to ensure your emails are going to people who would benefit from it. Sending the wrong email to the wrong people will result in a high unsubscribe rate.
Next up is designing your email. You want the content to appeal to your lists, but you need something that grabs their attention first. Here are some tips to consider:
- Implement your branding: Make sure the design doesn’t just grab a reader’s attention but is easily associated with your brand.
- Use images: While plain text has its benefits when designing an email, you want it to grab a reader’s attention. Use images that pop and make the email attractive.
- Take advantage of white space: While it is important to include attention-grabbing text and images, using white space ensures the design is still aesthetically pleasing and professional.
After you’ve settled on the design of your email, it’s time to write the copy. You need to make sure the content gets your message across while remaining personal. No one wants to receive a “salesy” email. They want to feel like your business cares about them as an individual. Do this by mentioning the subscriber’s name in the copy, being conversational and sending the blasts from a real person.
Now, how do you determine whether or not the campaign was successful? It’s crucial to track your metrics afterward to see what worked, what didn’t and how to improve your next campaign.
Here are a few metrics you can track:
- Open rate
- Click-through rate
- Unsubscribe rate
- Bounce rate
- Spam complaints
Email marketing is one of the most effective tools you can use in a campaign. So start building your list, find an email marketing software that works for you, create aesthetic and attention-grabbing designs, write engaging copy and track your metrics after. Doing so will ensure you create a successful email marketing campaign and continue to improve in the future.