In an era where most major brands consider digital marketing a priority, a study by McKinsey revealed that email is almost 40 times better at acquiring new customers than Facebook and Twitter. An email marketing campaign should be one of your core marketing efforts – emails enable your brand to build an ongoing relationship with consumers on a regular basis.
They inform, educate and excite your audience by communicating new products, new features, discounts, offers and valuable insights related to your industry. Here are some of the best email marketing tips to consider:
1. Have a solid plan in place:
One of the most essential email marketing best practices is to ensure you have a well thought-out plan in place. Too often, businesses make email marketing a last minute communication of an offer or special announcement rather than a sustained activity.
Brainstorm with your marketing team and come up with a plan that chalks out the time, number and format of your emails. Start with the purpose you want to achieve, whether it’s announcing new product features, driving new leads, or informing your audience of a new offer.
2. Design it well:
Your email will compete for attention in your prospects’ inbox, with thousands of other emails. This is why you have to ensure that you have a clean, eye-catching design that will make your email stand out from the rest.
Avoid clutter – keep your email simple and use interesting, relevant graphics that will draw the reader’s eye to your core message. Text-heavy emails are less likely to be read than emails that summarize your message well and make it attractive and easy to read.
3. Create compelling subject lines:
Spam can be very irritating for email recipients. Avoid subject lines with a lot of exclamation marks, or over-capitalization, usage of the words ‘free’, ‘congratulations’ and other spam words. Not only will the recipient not be interested in opening such mails, but it would also be more likely to end up in their Spam folders. Your subject line should ideally be catchy, clear, and concise and have a strong call-to-action that intrigues the recipient to open the mail and find out more.
4. Send emails at the right time:
Email marketing best practices include sending emails at certain times of the day. It is better to avoid Monday mornings and Friday afternoons when it comes to sending emails. Monday mornings are usually hectic and people are less likely to read an email that is not directly related to their work for the day.
By Friday afternoon most people tend to look forward to the weekend ahead, and again, are less likely to read emails. The best times to send mails are mid-morning or afternoon on Tuesday or Wednesday.
5. Use email marketing tools:
Today there are a lot of different tools available that let you segment your email marketing campaign database effectively. Segmenting lets you target certain specific sets of people in your database, where you can tailor your email content to appeal to a certain demographic, city or interests. This will enable you to target the right people with the right message, at the right time.
6. Build the right context:
The most valuable feature your email can have is context. For example, if you have data on the consumers of your product whose free trial is about to expire, target them with a well drafted email reminding them of the same along with a call to action that offers a discount if they opt for the paid version in the next 10 days.
Consumers today appreciate useful information or valuable offers sent at the right time. Emails with the right context will have a better chance of being seen and a higher click through rate.
These are a few email marketing tips that must be kept in mind while conceptualizing the campaign. Email is a strong form of communication and when drafted effectively, can help your business reach out to potential customers and bring in valuable leads.