Email campaigns are an important part of your company’s marketing strategy. They will update your customers, grow your business and keep you in the forefront of customers’ minds. However, email marketing can be tricky. Here are some tips and tricks that can make your email marketing outreach more concise and effective.
Popular email marketing campaign hosts, such as MailChimp, allow businesses of all sizes to create segments of their email marketing lists. This helps target content to the customers most likely to be interested in it. For example, if your business has multiple locations, segments can be based on the location closest to the customer. You can make this easier by allowing customers to select what newsletters they are interested in receiving and how frequently. Customers will then receive only what they want and are therefore much more likely to remain engaged with your email campaigns.
Get All Executives on Board
All employees at your company, and especially your executives, need to have a clear picture of your brand and values at all times. For instance, executive coaching can help your executives arrive at clear marketing goals, aid in their development as managers and educate them on available technology. This is important when trying to make your email marketing more effective, because the message your company is trying to send will be strong and uniform.
Keep Emails Concise
Marketing emails should not be massive or contain walls of text. If they do, your customers will likely get bored and stop reading. What is often best is to provide previews of longer, helpful content and then include a “read more” link at the bottom. Similarly, shorter subject lines tend to have higher engagement rates than longer ones. You will only have the reader’s attention for a short amount of time, and you want to hook them from the start so they will want to continue reading.
Effective email newsletters need to be engaging, helpful and interesting for your customers. For example, if you sell electronics, your emails could include helpful content such as the differences between new, used and refurbished products. Helpful guides on different ways to use a product might be well-received also. Ensure all emails are checked for grammar and spelling errors, as these will make your company look unprofessional. Include a call to action but avoid sounding salesy.
There are many variables when it comes to email marketing. Methods that will work well for some companies will not work well for others. Experiment and learn from your experiences. Modern email marketing platforms will provide you with detailed information on response rates. This will allow you to pinpoint the most effective email marketing strategies for your company.