Even though it’s still considered as one of the more traditional marketing channels, email marketing still delivers an enviable ROI when implemented properly. Let’s get right into it with a few tips on running email marketing campaigns that convert.
1. Build a Targeted List
A while back, you could have bought a list of emails and spammed the recipients. This was known as cold emailing and was somewhat effective. Today, not so much. Currently, you have to build your list and ensure its compliance with Canada’s anti-spam laws.
Some ways of doing this are sign-ups on your site, freebies like newsletters in exchange for an email address, and so on. Do this creatively, however, so that these requests do not interfere with user experience.
If you can get the right balance and a reliable relationship marketing platform, you will be well on your way to a successful email marketing campaign.
2. Have Strong content
Just like all other marketing material: the message is everything. You have to incentivize your audience to take the time to read through your email. To do this:
- Use a lot of white space to punctuate text and images and to make a page look inviting. Some humor doesn’t hurt either as relaxed, and friendly messages tend to be more favorable than rigid, salesy ones;
- Think of more ways to personalize emails over and above using the recipient’s name;
- Craft a clear, concise message and provide links where necessary.
3. Pay Attention To Timing
There is a thin line between badgering your audience and communicating with them. You want to engage with your audience and build loyalty without overloading them with messages. It’s a tough balancing act.
Unfortunately, there is no one-size-fits-all solution to this problem. A good way to assess optimal frequency is by looking at your analytics.
If you begin getting complaints, numerous unsubscribe requests, or your open rates drop drastically, it might be time to scale back.
More and more people are using their mobile phones to access email. This includes your customers and prospective customers. This means you have to make your content accessible to mobile users the same way it is to computer users.
Here are some pointers to help you get this right:
- For an easy mobile fix, switch your email to a one-column template;
- Increase the font size to enhance readability on smaller mobile devices;
- Make the call the action easy to tap and place important ‘tappable’ options mid-screen.
One Last Thing…
Implementing these strategies will help you cover some ground. First, however, you have to constantly measure the impact of all your marketing campaigns, email marketing included.
The metrics you get from this will give you useful insights into what works and what requires tweaking.