The benefits of email marketing campaigns are numerous--you can segment your recipients into highly targeted audiences, you know the people on the receiving end are actually interested in your product or service, and you have access to endless amounts of actionable data and metrics. But how do you pile all of your resources together to implement an unstoppable email strategy? Here are some tips for getting started.
Don’t play all your cards at once.
Hopefully each email you send out to your subscribers has a specific goal in mind. Maybe it’s to buy a product, contact you about a service, or enter a sweepstakes. Whatever the case, that action should not be something that can be completed through your email itself. If you want your readers to do something, you need to give them a reason to do it. By including a brief teaser in your email with a link to the full content on your website, you give readers more of a reason to click through to your site, making them one step closer to converting.
Avoid subject lines that trigger spam filters.
Often times, your subject line can make or break the success of an email campaign. A subject that sounds boring or spammy can cause subscribers to glance over it in their inbox or immediately hit delete. But did you realize that your subject line could also stop subscribers from seeing your emails altogether? Today’s spam filters are comprehensive and robust, and they are always on the lookout for emails that seem a bit off. Hubspot compiled a great list of words that have been shown to tip off spam filters and keep emails from ever being seen.
Design campaigns that are trackable.
Goal setting and campaign analysis play a huge role in any marketing strategy, and your email newsletters should be no exception. Make it a point to set goals for what you hope to achieve and review these goals to determine where you are succeeding and where you fall short. Metrics such as open rates, click throughs, and social media shares are all numbers that you should be familiar with. How do they change from campaign to campaign? What possible factors have an impact on these changes? Being able to answer these questions will allow you to continually improve your email campaigns and ultimately see the results you are looking for. What's great is that many of today’s popular email newsletter management systems provide you with all the data you need, and some even integrate with Google Analytics.
Don’t stop with the send button.
A typical email campaign will see a spike in opens on the day it’s sent, which gradually falls off over the next day or so and eventually disappears. If you are investing a good amount of time and energy into creating your email campaigns, does a one-day traffic spike make it worth your while?
There are a number of ways to distribute an email newsletter that don’t involve spamming someone’s inbox. Sharing your campaign via social media is one way to increase awareness about your newsletter while reminding subscribers who may have passed it by that it actually exists. Distributing your email campaigns via social media a few days or a week after you first send it out allows for a lot more exposure and a better response.
Another way to market email campaigns is directly through your website. Featuring your most recent newsletter on your site while offering an archive of past emails for visitors to browse can increase the reach of your campaign and spark interest in your company by those who stumble across your site. A nice complement to this might be including a form for visitors to subscribe to your emails directly.