How to create a better email campaign
Email marketing is communicating a message (usually commercial) to a large audience, using emails. You can say that the email marketing is the evolution of the traditional advertizing mail, sent by post.
In today’s post I would like to offer some help with your email marketing. Here are some tips that I picked up here and there and checked myself.
When creating an email for a marketing campaign you should consider the following questions:
- What do I want to get from the campaign?
- Who is my audience?
- What is my message?
- How do I convey my message?
- What`s in it for them?
Answering these questions will help you focus on creating a campaign that both you and your recipients benefit from.
Here are some useful tips to help you with your email marketing campaign:
A good subject line
Never underestimate a good subject line. As this is your first contact with your recipient, it is a key factor in his or her decision to read your email or to send it to the recycle bin. Try to get your message across in your subject line. An offer or a benefit is a good call.
A clear message
A short clear message is always better then a long one that you have to read through to get to the point. Keep your message clear and brief. If your readers need to read too much to get to what’s interesting, they won’t bother.
Make it attractive
Make your email campaign attractive. Use pictures and designs. But be careful about that. If there are too many pictures, the email might be a heavy one or will take time to load. Also note that software like outlook tends to remove the pictures from the email. Another thing is the filters. If the text picture ratio is in the pictures favor, the filter might classify your email as junk mail.
How often should you send an email campaign? This is a tricky subject. Send them too far apart, and your audience will forget you. Send them too much and your audience gets annoyed. No clear answer on this one. What you should do is ask your audience how often they would like to get their emails – after you do the survey on about 10% of your list you should have a good idea about the subject.
Maintain a well segmented list
This is a very important issue. If your list is well segmented you should be able to customize the emails you send to your audience thus getting better results. An offering or a benefit that will suit one group might not suit another. Choose your criteria well. You can create a survey about issues that concern the criteria you are interested in and segment your list according to the answers you get.
Most of the email marketing software will offer statistics about your email campaign performances. Those results will tell you how many emails were sent, how many were opened, how many people clicked on the links within the emails, how many bounced, how many were deleted without being read etc.
Learn from the statistics. Analyze it and see where you got the better response. I suggest you do a trail run. Make a few versions of your campaign, send it to about 5-10% of your list and see which one gets better response – meaning which one did best on the statistics.
I would like to point out that the best thing about email campaign– in comparison to the transitional marketing mail sent by post or your regular flyer is that it is more environmental. The less paper the better. So please consider the environment and send your campaigns by email
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