The 6 Essentials of Running a Successful Email Campaign
by Bernie Laur
Email marketing is nothing new, but that doesn’t mean it isn’t one of the best ways to reach customers. Point blank, it works. Maximize the potential of email marketing for your business with these six essential tips to running a successful, ROI-boosting email campaign.
1. Write a strong, catchy subject line.
Multiple studies show that a significant portion of your email list determines whether or not they’re going to open your email based on the subject line alone. For this reason, it’s vital to craft compelling subject lines that entice recipients to open up the email and find out more.
2. Keep your list clean and accurate.
Practicing good “email hygiene” is a must if you want to run a successful campaign. Make a practice of regularly scrubbing your email list to get rid of duplicates, bouncebacks, and misspelled email addresses, so you have a clean, updated and accurate list to work with for your mailing efforts.
If a sizable chunk of your emails is coming back as undeliverable, this could cause you to run afoul of the various protocols that Internet service providers (ISPs) and email marketing services have put in place in order to protect email users from spam. You could be penalized by having your account suspended, and you might even have to pay fines. Not only that, but you’re also wasting time and money sending emails to unqualified addresses.
3. Segment your list.
The most brilliant email in the world will still produce dismal results if it’s sent to the wrong audience. Your email list is comprised of people who are at different levels of interaction with your brand, so you need to segment your list in order to accommodate the various phases of the sales funnel. Doing this will boost open rates, achieve better deliverability, and increase the relevancy of your message.
4. Incorporate responsive design.
The explosive growth in mobile device usage has made checking email on-the-go a regular part of daily life. Make sure your emails incorporate responsive design, so they display properly on smartphones and tablets as well as desktop computers. In addition, avoid using high-resolution images, as they slow download speeds, which causes higher abandonment rates.
5. Use a compelling call-to-action.
Never let a customer’s attention span go to waste–tell them what you want them to do once they’ve read your email. Whether or not you have a limited time offer or other time-sensitive promotion, be clear, concise, and compelling with your call-to-action, so you create a sense of urgency behind your message.
6. Pay attention to analytics.
Carefully analyzing the results of each campaign is one of the major keys to improving the effectiveness of your email marketing efforts. Tracking open rates, click-throughs, conversions, and other important variables helps you form a clearer picture of what needs to be corrected, adjusted, and/or eliminated in order to optimize your campaigns for success.
If there’s a common thread to be found in all of the tips outlined above, it’s this: Attention to detail. 2060 Digital is meticulous about attending to the details of our clients’ campaigns, because in the realm of email marketing, the little things can truly make all the difference between success and failure.