Email marketing is traditional and if used correctly, is still the best way to acquire new customers and connect with your existing customers. What makes email marketing so effective even now is the uniqueness of the channel. We know emails are more accommodating and flexible, but before you send out the next email campaign, follow these email marketing best practises to optimise the process.
1. Make your email Campaign Designs Aesthetic
It is needless to say that aesthetically designed mailers have more click through rates. So make your emails visually appealing. Insert images and videos to make them more engaging. Even the text content should be well formatted and optimised with the right fonts. Georgia, Verdana, Trebuchet, Tahoma, Times are few of the best fonts for emails. These fonts have high readability and have been popular with readers. While writing, use the same word processing formats that would be used on your recipient’s screen.
Design and formatting is important to say the least. After all, good content will do nothing for your campaign if your reader isn’t willing to read it.
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2. Clean Your Email List
The first step to creating a successful campaign is to ensure you are reaching out to the right audience. Marketers often tend to collect emails over a period of time. Make sure you send out a reminder campaign to all the subscribers in this list before shooting them drip campaigns, newsletters and more. This reminder mail will help you figure out who’s still willing to receive mails from you, thereby helping you clean the list off unwilling consumers. This is an essential step to optimise your opening rates and click through rates.
Additionally, provide an unsubscribe button in every campaign to avoid coming across as spam. There are email marketing tools which can help you with these things.
3. Create Click Worthy Subject Lines
Your email subject lines are like trailers to a movie – a glimpse into what’s inside the main body of your email. Quite naturally, you need to craft them well. Marketers often use surprising subject lines as click baits. However, be careful as to not make them sound like spam in an attempt to increase the click through rates. Keep your subject lines short and relevant to your mailer.
Remember, your subject lines are the first touchpoint for your consumer and a good one can increase your chances of engaging with them.
4. A/B Test Your Campaigns
The best way to understand if your campaign will resonate with your audience is by testing them. Create different templates and split test them on various parameters – be it the scheduling time, the body copy, the design elements, even the headlines. Do it over a period of time to gather enough data on which templates tend to perform better. This information will help you understand your audience better and align your goals accordingly.
A/B testing your campaigns will not only increase your open rates and click through rates but also improve your engagement on the call-to-action. There are various ways of tracking performance.
5. Brand Your Email
Be it the signature at the end of the email or the designing elements that you use, make sure that each of the components of your campaign bears your brand style. Your emails should communicate the values your company cares about and stands for. The best approach to branding your emails is by creating a few constants. Stylised banners with brand logos, a stylised email signature, a one liner by your company head are few ways of achieving that branded communication.
Branding your emails will authenticate your communication and humanise the experience for your consumers. So be sure to invest time in designing and deciding your brand voice.
Emails sure have evolved from the time they first came into being, and they are still one of the most effective channels for business communication. In fact, email marketing is a big part of digital marketing strategies. Upskill in this domain to unlock the potentials of the digital markets today.1