Email
marketing is sometimes seen as the shy sibling next to the outgoing
social media sister and the popular content marketing brother.
Personally, I feel we should all embrace email marketing more because
it is easily trackable, very cost effective, less time consuming,
versatile, very personal if you want to and immediate.
To help you along with your email
marketing campaigns, I will now provide 10 easy steps how you can
turn your newsletters into a huge success.
- Use a clean list
Never, ever buy a list of email
addresses. Your open rate will be poor, your IP address flagged up
and future campaigns are more likely to end up in the spam folder.
Only engage with customers who have subscribed to your mailing list.
- Use your name as a sender
People generally prefer receiving
emails from people and not from a company. Therefore put your name
before the email address. This small change can see your open rate
increase significantly.
- Put some thought into your subject line
Always use a new subject line with your
newsletters. Try to think of a sentence that is encouraging and
interesting for readers to open your email. Keep it short and simple.
No need to use more than 50 characters.
- Stick to your email frequency
Don't start sending out a mailer a week
when you have told your subscribers that they will only get one
mailer a month. If you want to increase the frequency, let them know
in advance.
- Don't forget the pre-header
Use the pre-header to provide
additional information on the newsletter content.
- Always include a call-to-action
People are more likely to click on
something in the mailer if it is a call-to-action button. Try to
include it above the fold so that when readers don't scroll down they
still get tempted.
- Be mobile friendly
When you design your html mailer, keep
the layout mobile friendly.
- Personalise your mailer
Keep the content relevant to your
readers and personalise it as much as possible.
- Don't hide your opt-out function
If people want to unsubscribe, let
them. It is better to have a responsive list of subscribers than one
with no interaction at all.
- Test, test, test
The headline says it all.
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