Stevan Mcgrath is a digital marketing professional who possess expertise in brand design and development. Stevan is passionate about utilizing his diverse skill sets for new and innovative online marketing strategies. He has worked as a freelancer and a contributor to Provenseo. Despite having a wide influential reach, he seeks client satisfaction as his topmost priority. He also writes blog posts on recent digital marketing trends. To know his work and more details you can follow him on facebook, twitter, LinkedIn, Google+.
Do you want to master the art of email marketing? If yes, check out these five steps that will help you create and send great emails that get opened, read and action taken by the subscribers.
It has been said, some times than I can count, that for a business to be successful, they have to set a clear marketing strategy to make everything more effective. Remember that an effective marketing strategy can create awareness, generate interest, acquire new customers and improve customer loyalty, among other things.
Social media outreach, influencer marketing, and email marketing are crucial strategies many businesses use to enhance their growth and success.
Even though content marketing remains the King in the digital marketing industry, email marketing remains the most efficient and effective communication channel between companies and their customers. In addition, it remains one of the most effective ways of driving sales in a business or organization.
A research study by ExactTarget discloses some email marketing stats, including that about 77% of consumers prefer to be sent permission-based marketing communications via email, among many others.
Learning from the statistics, I am sure you intend to try email marketing. However, before you hit that "send" button, you need to perfectly master the art of email marketing, putting into consideration some of the overlooked aspects. The following tips will help you create and send emails that look great and get opened, read and action taken by subscribers.
1. Create and proofread your content:
This is the very first step in your email marketing. The content in your email is crucial by all means. In this regard, you will have to create targeted and relevant content for your subscribers. Start by writing your email marketing copy pertinent to the interests and needs of your subscribers so that you can have the right message for them.
After writing the content, you need to proofread it to ensure there are no errors. Then, you need to send emails without typos, among other errors. The truth is that these mistakes always occur, even with the best marketers! It feels terrible to realize that your email had some typos or minor errors.
You can only avoid such mistakes if you proofread your email in its entirety, twice or thrice, to ensure you capture and iron out all the errors. Also, do not overlook any part of the email, including the subject line and pre-header text.
Having proofread the email yourself and convinced it is up to standard, you still need to have a second or even third set of eyes. Sometimes, you may not spot minor mistakes in your email. That is why you need to hire another experienced email marketer to keenly look into the details of your emails and, more importantly, eliminate possible mistakes.
Email marketing is a crucial marketing strategy used by many businesses today to make everything more effective. However, getting it right in the first stage will show the difference between a confident lead entrepreneur and one under pressure to escape survival mode.
2. Answer the two queries; "who" and 'what":
Many marketers get it wrong here. You need to indicate to your subscribers your email and from whom it is coming. This is the first way to keep it honest with your subscribers. To achieve this, you have to undertake two steps;
- Have a subject line-
This is the step where you state your email and what subscribers expect from it. Again, this is simply a short description of your email in short form so that subscribers get the context of the details before they open and read it. It should, therefore, be catchy and straightforward.
Campaign Monitor's data shows that a subject line between 41 and 50 characters is more effective.
- From label-
This is crucial since subscribers need to know where the email comes from. In addition, the label will reflect who the subscriber will be engaging with. Usually, it is appropriate to use your company/ organization name.
The crucial part of this section is properly segmenting your audience to get an idea of their needs. Targeted communication will ensure your emails are opened and read by your target audience. According to some studies, segmenting your audience boosts your click-through rate by 50%! Overly, having your target subscribers in mind and delivering content that is customized to the specific geographic region or product will help a great deal in your email marketing campaign. To know your audience, you may use Google Analytics, social media profiles and email marketing analytics to gather relevant data that will help you.
Having studied your prospects, you need to choose your send time correctly. Usually, it is advisable to send your emails during working hours, especially in the morning or early afternoon. However, you can also sift through your previous emails to see how various send times impacted the efficiency of the emails regarding open rates. With a trial and error method, you can easily find the right time to send your emails. According to Kuno Creative, you must make your emails timely, valuable, exciting and relevant.
A research study by WordStream indicates that Tuesday, Wednesday, and Thursday are the best days to send emails with the highest open rates. Conversely, Monday, Friday and weekend have the lowest for apparent reasons' Monday, people already have a lot on the table; Friday- people are getting ready for the weekend and clearing up on the week's work, while on weekends, people are having their free time with family and have little time to attend to emails.
3. Links and call to action:
This is one of the most crucial steps for effective email marketing. You need your subscribers to take action on the email they receive from you.
The links will guide your readers to access the crucial information you want them to access on your pages or website. You, therefore, need to strategically place helpful links to direct your subscribers to the specific areas of your website for more information, as with many businesses undertaking their social media outreach.
In the call to action section, you need to state precisely what you want them to do to your subscribers. It is essential to ensure your readers stick to one call to action so that you don't distract them with many steps to take. Even though you have many calls to action, you must ensure the primary CTA is strategically placed in your email for faster access.
The use of bold and contrasting colors on your primary CTA will help a lot in drawing your readers to take action immediately.
4. Check your list, track and analyze the effectiveness of your campaign:
This is the step that you need not skip by all means, as it counts a lot in the success of an email marketing campaign. Any slight mistake in your list often leads to many email errors.
You will have to work on your list to ensure there are no duplicate, invalid or improperly formatted addresses. In this case, you may use campaign monitors like integration with Kickbox to remove the low-quality addresses from your list before launching your email campaign.
Another crucial feature to include in your email outreach is the opt-out or unsubscribe link in all the emails you send. This is not negotiable, so you allow subscribers to opt out immediately when necessary.
When growing your list, include an attractive sign-up form on your website or any social channel to get subscribers' attention and encourage them to sign up. Buying or renting a list is a grave mistake many organizations make; avoid it. Instead, grow your email list in the right way.
Lastly, it would be best to evaluate your email marketing progress constantly. It is essential to follow up on your content to determine what worked out and what didn't. The areas you need to keep your eyes on may include the open rates, email bounces, and click-through rates. This way, you will understand the places where you need to improve for better results.
5. Test and optimize:
Learning more about your subscribers is essential, and you can do this by following up on every email you send. Of course, as a marketer, you may decide to have as many elements to test on your email as you want. Still, it is recommendable to choose one part per test to understand everything that is happening effectively.
Another aspect of your email testing and optimization is ensuring your email campaign is mobile user-friendly. Therefore, a responsive email template is necessary to make your emails look great, irrespective of the device the readers access them from. You may refer to these mobile-friendly email templates to help you achieve this goal.
Mastering the art of email marketing is crucial in ensuring you get the best results from your marketing strategy. You can be sure to achieve massive conversions, make more sales and grow your brand just by applying the right tricks and following the five steps discussed above.
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