Email is one of the most powerful tools any business has at its disposal. However, so many companies are failing to take advantage of this. If you are to ensure your marketing campaign is a success, you need to optimise your emails effectively. Just think about how many emails you receive every day! Do you read all of them? There are bound to be plenty that you delete without a second thought. You need to make sure that your business’ emails do not end up in the bin. Instead, they need to capture the recipient’s attention from the start, or should we say the subject line.
There are many components that come together to create the perfect email campaign. However, we are going to take a look at the three basics you need to get right if you are going to have any chance of success.
DIGESTING CUSTOMER DATA
There is only one place to begin, and this is with customer data. You are never going to put together a successful marketing campaign if you do not get to grips with your customers and what they want. You need data that is segmented, up to date, and, of course, usable. So many businesses waste time sending emails to recipients that aren’t interested in their services, or to email addresses that aren’t even in action anymore. This is why a current email list is a must.
Once you have this list in place, you can continually add to it. With every email sent, you will get a better understanding of your recipients. You can then embark on a targeted email campaign, whereby you send carefully crafted emails to different segments of your customers based on their previous actions. You can also segment data, and consequently, emails, based on other aspects, for example, the location of your viewers.
BUILD YOUR EMAILS WITH YOUR AUDIENCE IN MIND
The next step is to make sure that the layout of your emails is optimised for your consumer base. The whole purpose of your email is to encourage the recipient to take action. This could be anything from providing feedback, to making a purchase, to clicking through to your website.
Each email should have one focus, and it should be constructed so that there is a clear path for the viewer. This starts from the subject line and ends with the call-to-action. Any clutter will simply confuse the path; so make sure the email is neat and focused.
Last but not least, you need to test your emails. After all, you are never going to know if they are effective if you do not make an effort to find out. A/B testing is a great technique that gives you the ability to determine the best conditions for conversion.
You will need to have a number of metrics in place to test your email campaign against, and choosing these wisely is paramount. Some examples include the impact of sending times, how many users return to your email a number of times before taking action, and how many people open the email within the first hour of it being sent.