With 4.3 billion active email accounts and 91% of users checking their emails every day, email marketing can be one of the most effective methods of delivering a marketing message to your online audience. It’s no wonder that email is one of the most widely adopted marketing channels, but many marketers are still failing to drive positive ROI from the email marketing campaigns.
So, how can marketers make the most of their email marketing efforts?
Set a clear goal – Establish early on what the goal of your email will be, this goal should be actionable and quantifiable. For example, a good goal should be specific, measurable, attainable, realistic and timely (SMART). Setting this goal will help you stay focused and ensure that everything included in the email is relevant and relates to your goal.
Personalisation – We all know that feeling of opening a cookie-cutter email from a company that has clearly been sent to everyone in their contact list. It is cold, distant and a lot of the time you won’t even read the email. Try to include personalisation where appropriate, like the receiver’s name or company name. Do try to avoid overuse of personalisation, though, only when appropriate. In addition to including names and other pieces of information, different emails can be sent to different audiences, with different interests or needs. Meaning you can give your customers exactly what they are looking for.
Engagement – This should be linked to the goal that you initially set. Your customer is busy so get to the point: outline briefly why they are receiving the email and what it will do for them. Be clear and concise – do not mislead your customers and use actionable language and verbs to grab your customer’s attention. Customers are more likely to act when they know exactly what is required of them so using wording like ‘subscribe’ and ‘download’ explain exactly what you expect the customer to do next.
Test and Analyse – This has to be the most important step. By analysing the performance of your emails and testing different styles, subject lines, personalisation approaches, sending times, days of the weeks etc. you will be able to establish what works and what your customer are interested in. Every business is different so it is important to take the time to research and establish what works best for you and your customers.