9 Things All Successful Email Marketing Campaigns Have
Email marketing has been rated as one of the most beneficial forms of online marketing. With proper implementation you can see awesome results from an email campaign. It’s really important to utilize email to your advantage, especially considering 44% of people have purchased a product that they originally saw in an email.
Some companies see far better ROI on their email campaigns than others, but why? Check out 9 things the most successful marketing emails have in common.
1. Email Campaign Has A Very Clear Purpose
Overall, your business undoubtedly has a plethora of different goals, like getting more social media followers, selling more products, and earning more web traffic. Yet, when it comes time to create your email marketing campaign you need to focus on only one of these goals. If you have too many goals in mind when creating an email, your customers are going to be just as confused as you about what you want them to do
A good marketing email should never include a bunch of random news, tips, and other updates. Your email needs to be quick, concise and achieve one clear goal. Examples of clear goals include: bring more traffic to a particular webpage, or promote a specific product. You can save your other goals for future email marketing campaigns. Plus, the achievement of one goal ultimately ends up helping secure all of your other goal.
2. The Email Acts To Spark Up Conversation
Your email shouldn’t just be a running list of ‘blah blah’ all about your brand. This will bore your target audience quicker than they can mark as ‘spam’. Great email marketing campaigns utilize conversation tactics in order to better engage audiences. Create a meaningful dialogue in your emails by leaving the floor open for suggestions and feedback, and/or creating fun contests and quizzes.
Always link social media share buttons to your emails so that your audience has the option to quickly share. Emails that offer one-click access to social sharing tend to do much better overall as they end up reaching a much vaster audience. Social media also gives your audience a chance to automatically respond and engage with email content. (Click here to learn more)
3. Emails Have A Consistent Appearance
Every piece of marketing you create should have a visually similar appeal and stick to the same overarching theme. Your brand’s visual appearance is how people learn to identify and recognize you. If every email has a completely different look, and we don’t just mean changing logos, people are going to get confused and fail to recognize you. People don’t generally click through and make a purchase the first time they see your email in their inbox. Research has found it takes consistently seeing the same brand before one decides to click through and make a purchase, or take any sort of meaningful action.
It’s not just your emails that need to remain consistent in appearance. Your logo, fonts, and identity need to carry over to your website and other forms of marketing as well.
4. Emails Have Super Engaging Subject Lines
Too many times I see emails with embarrassingly bad subject lines. A subject is the first thing people see, besides who the email is from. If the subject line can’t even catch peoples’ attention you are in big trouble. People are far more likely to open an email with an interesting subject line that catches their attention. In fact, 35% of people open an email based on the subject line alone.
The subject of your email must speak to your recipients in such a way they feel curiously compelled to open the email. Once your target audience gets to the details, your content and images must continue to keep them engaged. (See here)
5. Emails Appear Friendly On Both Mobile And Desktop Platforms
More and more people are using their phones to check email. 35% of business professionals check email using their mobile device. Since you can’t predict which platform your target audience will check your email from you want to be prepared in all circumstances. What does your email, along with click through links, look like on a mobile device? In most cases the email will look fine, but the click-through links might need some work, say for instance if your site is not yet responsive.
6. Don’t Bombard People With Unwanted Emails
If you start blowing up every last web address you get with endless emails you might find yourself in hot water. You don’t want to annoy your audience, meaning they need to feel like they have a choice if they receive your emails or not. Make it easy for people to opt-in, and just as easy for people to opt-out of your email subscription.
If a rush of people opt-out this might seem like a bad thing but it’s actually better than people simply ignoring your emails, or marking them as spam. This gives you an automatic indication you are doing something wrong in your emails, without the negative repercussions that come with being flagged as spam.
Opt-in links can be included in inquiry forms, order confirmations, and customer surveys. When offering your customers a chance to opt-in for emails, make sure to be clear about how many emails you send each week, and what sort of special offers and deals come with being a subscriber.
7. Email Lists Are Segmented
Your target audience should be broken down into different segments, as some customers are going to need slightly different content than others for the best results. You are guaranteed lower click through rates if you do not break down your contact list into segmented groups. Common groups businesses use to segment customers for email marketing campaigns include: location, lead source, and industry.
For example, if you are selling an all-natural dog product you don’t want to send the same email campaign to veterinary clinics that carry your product as you send to your non-veterinary customers. The more research you do on your target audience and current customers, the better you can segment your list to match individual interests, needs, and people.
The most important aspect of any marketing campaign is tracking your actual results. How many people are clicking through your email and making a purchase? How many people are never even opening your emails? You can see right away if a certain email has made a positive impact, or hasn’t done much good at all. Plus, if you are handing out email coupons, discount codes, or advertising in-store specials you can use a tracking platform that relies on individual barcodes to break down the actual success of a campaign based on ROI.
Despite the fact it is accessible and super beneficial to track real-time email marketing success, and make adjustments as necessary, many businesses don’t take advantage. There’s no reason not to, because by identifying the tactics that work and don’t work you can save money and time, as well as see better results.