Email campaigns are a vital piece of any businesses marketing strategy. It’s a great way to inform, educate and have fun with your potential customer or clients, but they can be tricky to get right and it’s not an exact science. So how do you get the most out of your email campaigns and achieve your business goals, be that sales, website clicks or brand awareness?
Firstly you need to have a list of contacts and somewhere to store them. Think carefully about who you want to market to, for example existing customers, or potential customers members that have shown an interest in what you’re offering. You will, of course, need to collect their contact details, you may already have a list of these. Make sure you abide by GDPR regulations with consent! If you don’t have explicit permission, you can seek it by having a signup form on your website or asking people to join via social media. Always remember to give people the option to opt-out from your email marketing in an easy and simple way. Once you have your list the best place to store this information is spreadsheets or even better on a mass e-mailing platform such as MailChimp. It’s always a good idea to put your audience into groups, be that businesses, charities or maybe even age-specific to make sure you’re targeting to the right people.
Think of a clear Call to Action
Once you have your list of email contacts, it’s time to start producing your email campaign. Let’s think about a newsletter to promote, inform and educate your audience about the services you’re offering. Select your group or groups that you want to target and think about who they are and what they want to see. You’ve now got a good idea of who you’re targeting! It’s time to make your first steps in creating your email. The first thing we all see before we open an email is the subject line. The subject line will determine whether people will open your email or not. Simply put it needs to be short, snappy, relevant and attention-grabbing. Avoid clichés such as 20% off, sale now on, two for one, as these will go straight into most peoples junk.
The meat and bones of the email is next; the content of the email is obviously crucial. Once again it needs to relevant to your audience. Make it short, snappy and with a clear call to action (CTA). Don’t make your emails to long otherwise people will lose interest very quickly. Use images that fit on multiple devices, not just desktop. Ensure your CTAs are clear with links that take people to the right page. By making sure you do this, you’ll have an attractive and interesting newsletter.
How do we make sure this is all working?
Trial and error is one of the simplest options. This doesn’t mean just try anything and hope it works…! It’s about taking note of what works and what doesn’t. We do this by using A/B testing and closely checking our metrics. For instance, with one of your audience groups, write a couple of subject lines and split that group 50/50, send one half one subject line and the other half another. Using MailChimp and other email platforms we can then see, using analytics, which email has been opened the most. This gives us an idea of which subject line worked better. Use this information to your advantage, take note and use this next time you compose an email. The same can go for a CTA, we can see how many people have clicked on links within our emails using our analytics. Once again using A/B testing we can try different CTAs and see what works best, taking note again and putting this into practice when we compose our next email.
This is a very short overview of how you can get the most out of your email campaigns. For examples of how to write a newsletter, you can sign up and view CUBED! News, our newsletter. For more advice and support in creating your email campaign, you can get in touch with us now and we’ll guide you to success.