Email marketing remains a leading choice for engaging with your customers as it allows your company to engage, retain and convert customers relatively easily. Alongside the rise of social media, email marketing is still going strong and given that you have a valid and relevant dataset – you’re able to get a sizeable return on investment.
To help you into the world of email marketing – we’ve covered some of the most important things to consider before embarking on creating an email marketing campaign.
Define Your Goals
Before you start, you’re going to want a clear picture in your mind of what it is you’re hoping to achieve. Are you looking to increase sales? Boost engagement with your customers? Nurture potential leads? Having defined objectives will provide a roadmap for your company and help you track success.
Build a Quality Email List
Your campaign is going to depend on the type of data that you’re using. A solid email list will likely produce better results but if you’re using a low-quality list then you’re likely to not succeed in how you would like to. You should be encouraging customers to ‘Join Your Mailing List’ through your website and ensure that all your subscribers are gained through ethical methods.
Segment, Segment, Segment
Segmenting your email list based on factors that define your customer base allows you to create content that resonates with each group. Tailoring your emails to specific segments will allow you to analyse open rates and conversions for a specific group of people such as people who have placed orders previously, have used a discount code or have joined your mailing list online.
Content is King
Successful email campaigns rely on your content being of a high quality. Focus on creating subject lines that grab your customers attention, personalised greetings and create copy that your customers will relate to. You should look to include call-to-actions that guide your subscribers to a specific, measurable goal that you would like them to complete such as making a purchase or visiting your website.
Mobile First Design
Over half of all emails sent daily are opened on a mobile device. It’s essential that your emails are optimised for mobile usage. Use responsive design techniques to ensure that your customers can view your emails on whatever device they’re using. If you’re emails are difficult to read or view, you risk somebody disengaging with your campaigns or even worse, unsubscribing.
Test and Analyse
To ensure your campaigns are always performing the best they can be, you need to test and analyse parts of them. This can be achieved by A/B testing, allowing you to see what is working and what isn’t working. Monitor key performance indicators such as click throughs and open rates to evaluate the success of your campaigns.
If you have a project that you’d like to discuss with us, then get in touch today for an informal chat with a member of our team. We’re on hand to help you and your business grow online.