Long Live Email23-05-2017
The death of email has been predicted many times. Its demise is expected every time a new form of communication or digital interaction becomes popular. SMS, instant messaging, social media, search engines and many others have posed a threat to email as a communication infrastructure, let alone a marketing tool, however, studies show that email marketing campaigns are still one of the most effective ways to reach and convert your customers. With its low cost and relatively high potential revenue, email is a highly valuable channel at your disposal in an ever-growing digital market. Here are a few tips on how you can run an effective email campaign.
Audience and Segmentation
Email is in what is called the “personal communication zone” within marketing channels. Rather than putting up an advert or a post, you’re sending your message directly to your customer. This means that your targeting should be more specific and relevant to each individual person. To do this you should acquire more data from your email lists and segment that information to achieve better results.
Whether you realise it or not, the subject line is the first thing you look to when receiving an email. It’s a highly influential factor on whether your email is going to be opened or sent to trash. The subject line needs to be compelling enough to draw the recipient into opening your newsletter. After all, what’s the point of writing a content-packed newsletter with a beautiful design if the user isn’t even opening your emails? Instil the desire to know more and your customers will more actively open and read your emails.
What this means is that you split test. You send out two versions to a small group to find out which is more effective and has a higher open and click through rate. This can be done by trying out different subject lines, content and design. This will get you more insight on what’s working and what’s not.
People open a substantial amount of emails via mobile devices, so it’s imperative that your design and content works on all screens. Avoid long paragraphs and text heavy newsletters and aim at keeping your message concise with a clear call to action. For on-the-go viewers, short and simple is a must.
Contact us today for more information on how we can help you run an effective email marketing campaign as part of your marketing strategy.