Email marketing…some say it’s a no-brainer, some say it’s outdated, some are in the middle. So should you bother running an email marketing campaign or skip it?
The answer – if you’re doing it the RIGHT way, you SHOULD be implementing email marketing as part of your marketing and advertising plan. If done correctly, email marketing works and has the potential to be a much larger ROI than other forms of marketing. And people use email, every day.
However, if your email campaign isn’t fully thought out and implemented in the right way, it can be a total bust and waste of your time.
So how do you know if you’re doing it the right way?
1. You know and have segmented your audience list
This is the basis of all marketing and advertising campaigns. You have to know who you’re talking to, and you have to know what each of those people want and need. You should know more about them than their email address; at the very least you should know their name, how they came to be on your email list, and their history with your brand, cause, or candidate. However, based on what type of emails you’ll be sending, other information may be useful, such as birthday, age, occupation, etc.
Once you know this information, there are a variety of ways you can segment your audience. The purpose of segmentation is to ensure you’re getting the right offer, announcement, service, or ask, in front of the right people.
2. You have an attention-grabbing subject line
So you know who you’re talking to and what you’re talking to them about, now you have to get them to actually open your email. That’s why subject lines are so important. They’re essentially the deciding factor for if someone will open your email. And it has to be good enough to not get lost in the sea of other emails and end up in the trash. They should be short yet descriptive – 5 words or less is usually the sweet spot. Test what works for different audiences. Test emojis. Test personalization.
3. You have relevant and engaging content
Great news, you got them to open your email. Now you want them to not only read the content but engage with it and even more importantly, make sure they don’t unsubscribe because you’ve sent them useless content. Your email should be designed to match your brand, laid out in a clean manner, and be easily digestible. Think about the emails you actually read versus the ones you quickly exit out of. Nobody wants to read an email that’s two paragraphs long with no break.
Additionally, there are two things you should always include – a call to action and a hyperlink. Whether you want them to take action, read a blog post, watch a video, purchase a product, donate to a candidate, or simply follow you on social media. ALWAYS include a call to action and a link.
4. You’ve personalized your email
Think of personalization as adding the cherry on top. Add their first name in the salutation, add their occupation in the body of the email, add their birthday somewhere; whatever you do, try to personalize the email to individual users. Make it seem like you’ve done your research – you know who they are and you know what they want and/or need.
5. You’ve tagged your links and tracking results
Congratulations! You’ve done all the above and you’ve tagged your links to track performance, so now you can sit back and watch them perform. You can now tell which subject lines have the highest open rates, which audiences and content are most engaging, and an array of other helpful information for future email campaigns.
Still not sure if you’re running your email marketing campaign the right way or need help with it? Reach out to us here and let’s chat about how we can make email work for you!