Getting The Most From Your Email Marketing Campaign

Email marketing is a direct marketing channel that allows businesses to communicate with customers on their contact list about products, services and promotions. The high ROI makes it an important tool in a business inbound marketing strategy (Harper, 2022). A campaign needs to have a well thought out strategy that includes a clearly defined audience, engaging copy and the ability to analyze the results of the campaign.

Email Marketing offers a high ROI

Email Marketing Best Practice

Knowing Your Audience

Patel (N.D.), believes knowing your audience is the first step in email marketing. This allows you to improve the segmentation of your list and “create hyper-targeted” copy. Understanding the brand demographic is key to a successful campaign. This can be achieved through sign up forms which can provide data on how and why people subscribed to the list. Once a company has gained an understanding of their audience they can identify how and when the subscriber prefers to communicate, the type of language that resonates with them and what activities distinguish them from the population (Sendgrid, 2022).

Standing Out From the Crowd

An eye-catching Subject Line is important

The subject line of the email is one of the most important things to deliver results. The subject needs to compel the recipient to make them click and start reading, otherwise, everything you offer is going to waste  (Campaign Monitor, 2018). It is thought the subject line should be between 3-5 words, focus on the most newsworthy portion of the email, and provide an action for the recipient to take (Sendgrid, 2022).

Engaging Copy

Writing engaging copy should tie together the creative design, subject line and call-to-action, which will lead to increased click through rates (Kevin, 2018). Having good copy can add value for readers and is an important way to get your message across, enticing your audience to read the email. As well as being creative it is important to keep the message short and to the point as most people view emails on a mobile device (Patel, N.D.).

Hall (2020) believes having a compelling preview text is important keeping the text from 35 to 140 characters. Getting a customer’s attention right with this message will go a long way to establishing whether they want to read the rest of the article.

Measuring Results

Analyzing the success of an email campaign is very important. Measuring how many people open the mail can give your email campaigns important comparative metrics. However, Click-through rate is the metric that can give a better representation of the success of the campaign. (Cox, 2022). Click-through rate is the proportion of visitors that visit a webpage through clicking a hyperlink, and this will give you a good indication of how successful your email has been at generating leads and achieving goals.

Segmentation

Segmentation is the practice of dividing a target market into smaller more manageable groups based on common ground they share (Tow, 2021). This can be achieved through looking at number of things including age, income or buying habits. It allows for an email marketing campaign to send more relevant and targeted content to subscribers. MailChimp (2020) found that segmenting an email campaign can lead to a 14.31% higher open rate.

Segmenting the market allows for targeted content

Things to Avoid in Email Marketing

Not Welcoming Your Subscriber

It’s important not to overlook a welcome message when you get a new subscriber. The ‘Welcome Email’ tends to be opened as it is received when the subscriber is engaged with the company (Hall, 2020). This is the perfect time to set the tone and build a relationship while the company is fresh in the subscribers mind. This can play a vital role in future conversations.

Most people now access email
on mobile devices

Not Optimising for Mobile

Mobile devices play a huge part in peoples daily lives. It is thought that if an email does not open properly on a mobile nearly ¾ people will delete it in 3 seconds (CampaignMonitor, 2019). It is important that the text and images are all properly displayed and visible, with the email short and easy to navigate.

 Not Including an Effective Call to Action

A Call to Action (CTA) is a written directive which encourages visitors to take a desired action (Quadros, 2021). Faisal (2018) says a call to action can give subscribers a direction which can lead to conversions if done correctly. Not having a CTA can massively reduce the click-through rate. Also, it’s important to note that having to many CTAs can confuse the subscriber and it will not be effective. WordStream says that an effective CTA will increase clicks by 371% and revenue by 1,617% (Protocol80, 2020).

 

Reference

CampaignMonitor (2018), Why Your Subject Line Matters and How to Make It Even Better, Available at https://www.campaignmonitor.com/blog/email-marketing/why-your-newsletters-subject-line-matters-and-how-to-make-it-even-better/#:~:text=The%20subject%20of%20an%20email,head%20straight%20to%20the%20trash. (Accessed on 20/10/22)

CampaignMonitor (2019), 7 Stats That Will Make You Rethink Mobile Email, Available at https://www.campaignmonitor.com/blog/email-marketing/7-stats-that-will-make-you-rethink-mobile-email/ (Accessed 21/10/22)

Cox, L. K. (2022), Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking, Available at https://blog.hubspot.com/marketing/metrics-email-marketers-should-be-tracking (Accessed 22/10/22)

Faisal, S. (2021), Call to Action in Email: The Only Guide You’ll Ever Need, Available at https://unlayer.com/blog/call-to-action-in-emails (Accessed 21/10/22)

Harper, D. (2022), What is Email Marketing? Definition, Strategies, & Tools to Get Started, Available at https://www.sendinblue.com/blog/what-is-email-marketing/ (Accessed on 20/10/22)

Hurley hall, S. (2022), 17 Tips for Writing Email Marketing Copy that Converts, Available at https://optinmonster.com/9-tips-for-writing-email-marketing-copy-that-converts/ (Accessed 20/10/22)

Patel, N. (N.D.), Beginner’s Guide to Email Marketing, Available at https://neilpatel.com/blog/beginners-guide-email-marketing/?tstamp=049327ffd3600ec12bac130270337f273a0e83cd (Accessed 19/10/22)

Protocol80 (N.D.), 2021 Inbound Marketing Stats on The Power of Call-To-Action Buttons, Available at https://www.protocol80.com/blog/2019-cta-statistics (Accessed 20/10/22)

Quadros, M. (2022), 17 Call To Action Examples (+How to Write the Perfect Social CTA), Available at https://adespresso.com/blog/call-to-action-examples/ (Accessed 22/10/22)

SendGrid (2022), 30 Email Marketing Best Practices and Tips for 2022, Available at https://sendgrid.com/resource/email-marketing-best-practices-tips/ (Accessed 21/10/22)

Tow, H. (2021), What is Market Segmentation? What Type Suits Your Business?, Available at https://learn.g2.com/market-segmentation (Accessed 19/10/22)