Whether you have an established business or you’re just starting out, it’s no secret that email marketing is a great way to drive traffic to your website, spread the word about new products, and raise awareness of your brand.
However, it’s not enough to simply purchase a mailing list and hope your campaign reaches the right people. As with all marketing strategies, it’s a delicate balancing act between pursuing new leads and fortifying your existing position. You need to target the right people at the right time, win them over with expertly crafted content, and know when to step back and let your reputation do its work.
Here’s how to make sure you rock the launch of your new email marketing campaign.
Related reading: 9 Effective Digital Marketing Strategies.
Spread the word
A mailing list with no subscribers is of no use to anyone, so you’ll have to work hard to get the numbers up if you want to get serious about email as a channel.
Both your website and social media channels should give users the option to sign up to your newsletter. Even if you already have a healthy mailing list, that doesn’t mean you shouldn’t work to secure more leads. Marketing databases can degrade by more than 20% per year due to contacts changing their email address or opting out of communications.
There are lots of tools you can use to help you build your email list — these are some of the best:
- Justuno – this software enables you to swap incentives (such as promo codes) for email sign-ups
- MailMunch – with MailMunch, you can create simple opt-in forms for your email list with no knowledge of coding whatsoever
- AppSumo – adding a collection code with this tool means you can notify your customers about new deals and get them to sign up to your email list in the process
Make it personal
It’s always nice when it feels like a message is just for you; not just a generic email blast with little regard for your personal preferences. Happily, it’s not difficult to make your email marketing more personal.
This can be as simple as addressing the customer by name. However, there are several other tactics you can employ to give your emails a more personal touch:
- Invite customers to view products similar to those they’ve viewed previously
- Remind customers about abandoned carts or items they’ve saved for later
- Offer a tailored discount on a product they love or on a special occasion, such as their birthday
- Send a thank you message when they place an order. This can also double up as an order confirmation
Another level of personalization that’s always appreciated is the ability to control how often marketing communications are received. By giving customers the ability to scale it back, you reduce the likelihood of them opting out altogether. Make it clear to subscribers that they can choose to opt out at any time, and that it’s simple to do so. This can hugely improve your sign-up rates.
Focus on the visuals
In addition to writing great copy with some personal flourishes, you also need to make it look good. Visual content can have a significant impact on your success – in fact, just mentioning a video in the subject line can boost email open rates.
High quality images help too, giving readers visuals cues to keep them hooked for longer. Put some consideration into finding the right images. Using a quality stock image site will give you a range of options, but try to avoid images that are too generic or widely used. Remember when uploading these images that including too many large files can cause small mobile browsers to overload. Select your images carefully and make sure you compress them to reduce the file size beforehand.
Even if you have lots of ideas for compelling visual content, don’t try to cram them into one email. Keep it simple and eke out those ideas gradually for maximum impact. Remember: stick to your core message. Every part of your email should contribute to the action you want your subscribers to take.
Learn from previous campaigns
Last, but not least, comes experience. Each campaign will provide new insights into what makes your audience tick, so don’t be afraid to try something different and build upon what you’ve learned from previous marketing projects.
- Start segmenting your mailing lists to target more refined buyer personas
- Run split tests to isolate key features contributing to the success of your campaigns
- Listen to customer feedback and adjust your strategy accordingly
As you get a sense of the style and tone that resonates best with your customers, you will be able to create marketing campaigns that are more influential, and which speak directly to the ever-changing needs of your audience. This means your content will have a greater impact, drive more conversions, and ultimately give your marketing campaign the boost it needs to succeed.
There’s no secret formula that can guarantee the success of your email marketing campaign. Nevertheless, if you focus on delivering content that targets the core values and interests of your audience, you’re already on the right track.
Email marketing isn’t the only way to reach out to your audience, but it is an immensely versatile and powerful tool that should not be overlooked. So give it 110%, celebrate your successes, and learn from your setbacks. Back that up with some eye-catching visuals, evocative language, and an irresistible deal or two, and it won’t be long before you start to see a measurable return from all that hard work.