With all of the noise flooding email inboxes on a daily basis, it makes you wonder how anyone’s content makes it through. There’s an art to email marketing, and in order to stay on top (and out of the junk folder) there are some essential steps to follow when developing your email marketing campaigns.
1. Start with purpose
When it comes to email marketing, it’s easy to get caught up in the fine details, but first you have to take a step back and ask yourself – what is my overall objective and who am I trying to reach? What are you looking to accomplish with this email – is it to raise awareness for your brand amongst a particular group, or inform customers of a new product launch? Whatever your objective may be, it’s important to define it and make sure your emails will help you accomplish it.
2. Craft a relevant subject line
Your subject line is what hooks your email recipients and encourages them to open, so create one that’s compelling. The subject line should live up to its name – the subject. Make sure the subject line explains the contents of the email, while also leaving that hint of mystery so curiosity will drive the audience to open your emails.
Subject lines can be tricky though; they can make or break your emails by driving them straight to the spam folder. Avoid common spam trigger words such as:
Common spam trigger words
3. Develop your offer and call-to-action
Your offer is the essential piece of your email – it’s why people are opening the email in the first place. Develop your offer and craft it so it matches your overall objectives and meets the needs of your intended audience. What can you provide your audience with that will help them solve issues they may be facing? Make sure your offer is irresistible and perceived as valuable by your intended audience.
In order for your email recipients to receive your offer, you must provide a call-to-action (CTA) within your email to direct recipients to the particular offer. Remember, your CTA should be compelling and your recipients should want to click on it. Your CTA should tell the reader what they should be doing next; download, click or purchase should be clearly stated on the CTA button with the name of the offer itself.
4. Design and write
The key to email design is to make it simple. Emails with overwhelming designs usually make their way straight to the trash folder. Maintaining a simple design that follows your brand standards is a great way to keep readers engaged, while also attracting attention to your organization.
Sometimes copy and design can be overcomplicated and distract the audience from your overall message. Keeping the copy and design simple, while also making a statement is a tricky thing to accomplish. By sticking to the point and saying something meaningful in your emails, your metrics will signal more favorable results (say hello lower unsubscribe rates.)
5. Optimize your emails
Since the mobile-device boom, more and more people are checking emails on a mobile device. Make sure that your emails are optimized so they are easily read and clicked, even on a small screen.
It is also important to take advantage of social media, and keep your brand top-of-mind on social channels. Be sure to include social sharing icons in your emails so that your content can have a greater reach and ultimately generate new leads.
6. Review for SPAM compliance
Be sure to review your email campaigns for CAN-SPAM compliance. It will boost your credibility, portray you as a reliable marketer and help you avoid some hefty fines. Here are some tips to follow:
CAN-SPAM compliance tips
7. Develop a corresponding landing page
A landing page is a webpage that will host the offer you mentioned in your email. Email recipients will be directed to that page to receive the offer without the distraction of the rest of your website.
A landing page is ultimately an extension of your email, so keep it consistent with the email offer. The design should be simple, easy to understand and most importantly, provide the content you offered.
8. Measure your results
It is important to measure the results of your email campaigns – how else will you know how you’ve performed? Measuring results is a great way to track what is working, what isn’t and insights on how to improve.
Reporting services and metrics such as open, click-through, and unsubscribe rates are available from many email service providers and self-service platforms. These reports ultimately provide you with some data to strengthen and improve your email communication techniques.
9. Maintain an email relationship
The “one-and-done” philosophy should never be applied to email campaigns. Following up with your audience using a series of emails will help you to make lasting impressions and build long-term relationships. A great way to do so is by sharing a variety of useful offers with your audience using a series of emails (what we like to call a “drip series”). By offering useful content over a period of time, you’re building your reputation as a reliable and helpful organization – what could be better than that?
10. Test to improve success
As marketers, we’re always looking for ways to improve, and your emails should be no different. Testing your emails can be as simple as changing one part of your email, and seeing how that change performs.
A great option for email testing is to create an A/B test. An A/B test allows you to make a change to component of an email at a time (let’s say the subject line), and test its performance against the original. This will provide you with results that will help you better tailor your campaigns to your audience, and increase your overall email marketing success.