5 ways to create successful email campaigns.
Email marketing should be succinct, targeted at the right people and valuable in some way to the recipient. If you follow a few guidelines your email campaign will be successful. Here are five things to consider while creating your email campaign.
Use intriguing subject lines.
Your subject line dictates whether an email is opened, trashed or labeled as spam. You'll be competing with other emails all fighting for attention so create a sense of urgency and timeliness. Use phrases like hurry while supplies last, limited time offer, first 100 to respond, etc. Tell them that if they don't open your email they'll lose out on something of real value.
Create a meaningful and relevant message.
Use descriptive terms like order now, subscribe me or download free white paper. Be as explicit as possible when telling your visitors what you want them to do. Use simple words and short paragraphs consisting of 2-3 short sentences to allow for easy scanning.
Remember, your mailing list contains real people. If they signed up for a useful newsletter and you constantly send them promotional offers, you'll lose them.
Respect requests to unsubscribe.
Include an unsubscribe link and honor all requests. Not doing this is not only against the law, but it also says you don't care about your customers.
Think quality, not quantity. Don't worry about those who unsubscribe. It only improves delivery rates and you won't waste time and money selling to people who aren't interested. Unsubscribing people may seem counter productive but in the long run it more accurately allows you to gauge your campaigns' effectiveness.
Determine the best time to send your emails.
Test different days and times to find out what's best for you. Certain times work better than others but it depends on your recipients' lifestyle. Don't obsess over open rates, focus instead on click-thru and conversion rates.
Don't send emails too frequently.
Sending emails too often will cause people to unsubscribe. Remember, your email isn't the only one they receive. Most companies send once a week, once a month or quarterly. All are reasonable provided your email offers something of real value. Choose an appropriate delivery interval based on your target market's habits and activities.
Email marketing should be brief, targeted and most importantly valuable in some way. Whether you offer helpful hints, downloadable white papers or free shipping you must offer the recipient something of value or you'll lose them.
Written by Heath Meyette of Think Tank Designs.
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