5 Tips for Running Successful Email Marketing Campaigns
Remarketing is integral to building your customer base; it reminds previous patrons of their excellent experience with your company and allows them to revisit your website. One of the best ways to remarket is through email, as you can quickly obtain an address during checkout. Of course, your emails must offer value to avoid getting marked as spam. Fortunately, these five tips can help you create an effective email marketing campaign.
1. Know Your Target Audience
Knowing your target audience is essential for any marketing, ensuring your message reaches the people most likely to need your products and services. Casting too wide a net negatively impacts efficacy and can even increase bounce rates.
The good thing about marketing through email is that you already have some information about your audience. If the consumer bought something from you, you'd have the purchasing history to draw from. For example, if someone previously bought face cleanser and moisturizer, it's a good bet they're interested in skincare.
Looking at purchasing history and other information, such as location, age, and gender, provides a well-rounded idea of who will read your emails. You can also research the broader market to understand who visits your website and what brings them there.
2. Personalize Your Emails
Once you have a firm idea of who you're writing for, you can personalize emails. Writing emails tailored to each individual isn't feasible, but you can create templates that allow you to switch out essential details, such as names. Templates streamline the email-writing process, allowing you to create custom letters that feel genuine without taking up too much production time.
Segmenting your email list will also help, as it will group consumers into similar demographics. Each demographic has different goals and preferences, allowing you to personalize emails for maximum effect.
Another simple strategy is to sign each email with a person's name and their role at the company. You can even go the extra mile and include a photo and personalized return email address (with a do-not-reply feature). Most consumers know about email marketing automation, making it more difficult to create genuine connections. Attaching a person's name to your email makes consumers feel like they're communicating with a human being, not a faceless corporation.
3. Keep a Simple Layout With Concise Copy
If consumers do you the favor of opening an email, they don't want to waste time combing through long paragraphs looking for the point. Most people won't bother, which means you put in a lot of effort for nothing.
Instead, keep your email short and to the point. Ensure paragraphs are at most four or five sentences to avoid creating intimidating blocks of text. This approach also makes your emails more mobile-friendly, an essential step since many people access their email via their phones.
Don't forget to utilize visuals — bright graphics draw the eye and communicate excitement and urgency. They also do a lot of leg work regarding branding, presenting your email as a friendly reminder of all your business has to offer. Well-done graphics also create an air of professionalism, setting your emails apart from spam and scams.
4. Include a Call to Action & Captivating Subject Line
The body of your email is the meat of your marketing effort, but it can only do some of the work. Your subject line and call to action are like slices of bread, creating a neat marketing sandwich that leaves consumers hungry for more.
Subject lines are some of the most crucial copy you can generate, as they convince recipients to read your email. As a result, they need to offer some description. However, you should avoid overly long subject lines, which may appear spammy. Instead, limit copy to 60 characters or less and choose strong verbs, nouns, and adjectives to create a vibrant image of the email's content.
Remember to put a call to action at the end of your email. Research indicates that strong calls to action, such as "visit us" or "call today," are more likely to prompt consumers to act.
Once you start your email campaign, track responses to different subject lines and calls to action. Analyze how the alterations affect click-through rates. Through trial and error, you'll fine-tune your approach.
5. Use Email Automation
Finally, find software that helps you with all the above and scheduling. The more you can automate, the more time you'll have to plan your next marketing campaign. You'll also be able to send emails more often, keeping the necessary momentum to boost customer engagement. For example, you can automate emails on anniversaries, emails, and other important dates.
With the right email marketing services, you can build customer loyalty. This investment translates into improved website metrics, helping you sell more and showcase growth for investors.