Email marketing has overtaken direct mail in terms of volume. When used properly, emails can engage, inspire, or excite your prospects. The main goal of any email campaign is to ensure that your message is opened and read versus being marked as spam or deleted. This form of marketing is not new, but getting started can be difficult. Successful email campaigns can deliver high conversion rates, great sales numbers and also serve as brand reminders.
What Makes a Good Email Campaign?
When you start an email campaign, you need to focus on every aspect of your sales pitch, including its headline, subject, opening hook, body, call to action, signature, and opt-out information. Your emails should be clear and concise; do not bury your message in unnecessary paragraphs. Don’t send messages to anyone who did not request to receive your email.
Even though your emails are designed to generate sales and attract customers, make sure your message is not overly promotional. Give your prospects something to engage their intellect and snag their interest. People are always looking for a way to improve their work, solve their problems, and increase their productivity. For best results, mix popularity-based messages with personalized messages.
Have a Plan
Decide on the content and frequency of your email campaign. Hire a professional copywriter to develop relevant content. Determine the goal of your campaign. Do you want to increase website traffic? Are you launching a new product? Is there a contest you want your customers to participate in? Do you want to build signups for pre-orders?
Build a Landing Page
Set up a landing page for the subscription form. Choose an eye catching design and include a clear call to action. Test different variations in your messages. Use attractive images that reflect your brand. Make your call to action clear and prominent. The content on your landing page should be relevant to your email campaign.
Make It Personal
Personalize your message and subject line. An email with a subject line that contains the recipient’s name tends to have a better open rate than one with no name. Use the information you have identified about your prospects to send them custom messages. There are many ways to gather data about your potential clients. Create forms that are easy to fill in and include them in the footer of your email. Ask for more information on the sign up form.
Image credit: Renjith Krishnan