With around 269 billion emails sent each day, there’s a lot of competition for your audience’s attention. It’s essential to learn how to do email marketing right, so you can reach your target audience and keep their interest. A successful email marketing campaign gets recipients to take action, engage with your business, and help you to get more leads and sales.
How To Get the Best Results from Email Marketing
- Build a Targeted Email List
- Know Your Goals
- Understand Email Types
- Provide Content That Adds Value
- Plan Emails
- Craft Your Subject Line
- Keep it Brief
- Test & Track
1. Build a Targeted Email List
The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers.
On average, 80% of your website visitors will leave your site for good, without signing up to your newsletter. That’s why popups are recommended to convert visitors into subscribers and customers.
2. Know Your Goals
All good marketing starts with setting goals, and email marketing is no different. To run a successful email marketing campaign, think about what you want to achieve. Typical goals for an email marketing campaign include:
- Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
- Boosting engagement with your content and your business, whether that’s promoting an event or your products and services.
- Nurturing existing subscribers by providing something they’ll value.
- Re-engaging subscribers who haven’t been particularly active.
- Segmenting your subscribers so you can send more targeted email marketing campaigns.
3. Understand Email Types
It’s very important to understand the different types of email that you can send. People group these in different ways, but here are the three key email types.
We’re all familiar with promotional emails, which talk about offers and sales and are self-promotional.
Then there are relational emails, which give subscribers what you’ve promised, like a weekly newsletter, a free gift, relevant information they can use, and so on.
There are also transactional emails, which include:
- Subscriber signup confirmation
- Welcome messages
- Order or purchase confirmations
- Acknowledgements of changes to subscriber information
Transactional emails are usually triggered by subscribers’ actions and relate to an action they’ve taken on your site.
4. Know Your Audience
If you’ve been doing email marketing for a while, you’ll likely know who your audience is. If you’re just getting started, you’ll have to make some educated guesses so you can target your content. Don’t worry; you’ll start collecting subscriber info the minute you send your first campaign, so next time round, you’ll have real data to work with.
In the meantime, gather data from Google Analytics and your social media profiles. Alternatively, segment your database using your consumer personas if you have developed these.
5. Provide Content That Adds Value
When creating your emails you need to make them timely, relevant, interesting and valuable. For example, many companies welcome new subscribers with a short email series to help them get to know their products and services.
Don’t overwhelm your subscribers by emailing too often. That will send them straight to the spam button. Instead, stick to the schedule you’ve told them about so they know what to expect.
Thank you for listening, I hope you found this video informative. Have a great week and tune in for our next video with the last few tips for an email marketing campaign.
6. Keep It Brief
Ideally your emails should be short, with only a couple of main points within each one. If you do decide to go longer, make your email scannable.
The last part of your email marketing copy should be the call to action (CTA). Your CTA reflects the one thing you most want people to do when they’ve read your email.
CTA’s usually appear multiple times within email marketing copy. While you don’t want to pitch to readers too soon, there’ll likely be a CTA near the start, in the middle and near the end. The best calls to action are short and clear.
7. Craft Your Subject Line
A good starting point for any successful email marketing campaign is the subject line, which plays a crucial role in getting people to open and click your emails. An email subject line has to get attention so people want to go further.
You don’t have a lot of words to make an impression. Most subject lines range from 41 to 50 characters. Even less of your subject line shows on mobile screens, so it’s wise to put the most important parts at the start.
8. Test & Track
Sending your email is just the first step in achieving email marketing success. To really get it right, you’ve got to collect data to improve future campaigns.
That means testing everything: design and layout, email marketing copy, subject lines and calls to action. Consider testing emails with different segments and experimenting with email send times, too.
You’ll also want to monitor email analytics from your service provider relating to opens, clicks, unsubscribes and forwards. This will enable you to figure out what’s working and what’s not with email marketing.
Lastly, always make sure that your email marketing campaigns follow GDPR requirements to avoid any unnecessary fines.
Get stuck in with Email Marketing!
One of the big advantages of email marketing is that people still use email widely. In fact, according to the latest stats on why email marketing is still effective reveals, 90% of adults and 74% of teenagers still use email regularly. We hope you found these tips useful and please feel free to contact us if you need help with your email marketing strategy.