Although technology is continuously evolving and trends are constantly changing, one thing in the digital media landscape remains clear – Email Marketing is here to stay. I’m here to share what you can do to run a successful Email Marketing Campaign and achieve valuable engagement, attention, leads and sales.
1. Enticing Subject Lines
This is where the fate of your email communication begins. Whether an email is accessed on a smartphone or desktop, the subject line is the first piece of information your audience will see and most likely decide whether to interact or not. Many subject lines work due to the sense of mystery behind it. Pushing recipient curiosity and interest will result in making them want to find out more information which requires opening up the email and as a result, a higher open rate.
Make your subject line as compelling and irresistible as possible for the recipient, persuading contacts to open the email. Promise your customers something that stands out from other emails in their inbox, speak to them directly and tell them what will benefit them from reading your email communications. However, you must ensure your tone of voice is not forceful or losing the friendly touch! Keep your subject lines simple, short and effective. You don’t want to bore your audience straightaway.
Note! The biggest mistake you can make is not including a subject line. This will only increase the chances of the email being ignored, deleted or irritating the recipient at the first touchpoint.
2. Get Personal
Consumers today have come to expect to receive relevant, personalised content and experiences online. To meet these demands as marketers, it’s important to prioritise personalisation. Rather than sending standard generic emails, personalising your content, as little as it may be, contributes much more of a thoughtful and friendly vibe. As a result, increasing customer engagement, open rates and building long lasting relationships.
There are many ways in which you can personalise your emails. One of these include starting an email with the recipient’s first name. Using marketing automation tools such as Pardot, you can incorporate a recipients first name in the subject line as well as the content body. This gives the impression you pay attention to who your customers are and value their efforts. However, personalisation doesn’t have to be limited to only using customer data. You can also personalise your brand. This softens the line between the brand and the consumer by adding a human to human connection and trust.
However, personalisation does not stop there! You can also personalise your emails by creating relevant content to customer needs. This includes sending out focused content based on customer interests to certain email lists, personalising language to locations and sending emails based on time zone.
3. Get the timing right!
Its really important to take a strategic approach when planning your email marketing campaigns. Planning how often you send emails can have a significant effect on your email engagement rates especially if you want to retain your customers. Sending too many may result in suffering email fatigue and lead subscribers to be disengaged or to unsubscribe. On the other side of the spectrum, sending too little can ultimately lose the attention of your audience.
A good way to implement an automated process of sending out emails is using Pardot’s Engagement Studio feature. This enables customer conversions by leading them through a journey of touch points at a pace set by you, the marketer. Moreover, in Pardot you have the ability to select when emails can be sent. This includes everything from during business hours to selecting the time zone.
For more details on implementing an Engagement Studio in Pardot, have a read of this post.
If you would like to know more on how you can optimise your email marketing campaigns, contact us now.