Email remains one of the most effective channels when it comes to online marketing. It is a cost-effective way of reaching your target audience and used by businesses for several purposes.
- Finding new customers (Acquisition)
- Increase sale of products and services
- Keeping your customers (Retention)
- Communicate with subscribers and customers
The first step is to define business objectives, identify core criteria for email campaigns and analyse your campaigns. Below is a few tips on effective email marketing.
1. Get permission
You can easily ask for people who visit your website to opt-in to receive email messages or newsletters from you or your company in the future. This can be done by inserting a subscription form on your website. When subscribers sign up for your newsletters, use the double opt-in method.
2. Plan your campaign
Whether you are looking to promote your products or services, communicate with your market, or build your list, you will have to define your target audience or group. With your target audience or group in mind, you are ready to move towards a communication strategy. By tailoring email content to different target groups, you will significantly increase your chances of success.
3. Design
A HTML design will make your email look more professional. Email marketing services offer free email templates which will allow you to easily create professional looking emails without design skills.
4. Subject line, contents and links
Limit email content to 650 pixels wide to prevent users scrolling horizontally.
Place your logo on the upper left -hand side of your email templates.
Include a link to a web version of your mail.
Keep your text short and easy to read.
The subject line has a major influence on whether recipients open and read emails. It should give readers a sense of urgency and some indication of what to expect once the email is opened.
Make sure you communicate key messages at the top of your email content.
Insert multiple links to landing page. It increases the chances of recipients clicking on a link.
Subscribers should be able to opt-out of receiving your emails in the future. An unsubscribe link in the footer of your email will suffice.
Include a call to action in every email you send. Giving your subscribers a reason to buy now or to act now. Ensure the content is clear, consistent and communicates a clear call to action.
Use visual content. It captures and engages your audience. People love showing and sharing images online. Make sure you create content-related images that captures your whole idea.
5. Landing page
A landing page is a web page that appears when a visitor clicks on your hyper-link or call to action button.
Your landing page should match the email in terms of design and content. Use tracking tools for campaign analysis.
6. Sending
Always test emails before sending.
Test links, appearances, cross browser compatibility, etc.
7. Consistency
A vital component of email marketing is consistency
Send your emails regularly at consistent times. Consistent email messages help to fulfil the expectations of those on your mailing list.
Keep the content of your emails relative to your business or industry.
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