There are so many fancy ways of marketing out there like effective influencer marketing, social media marketing and TOFU (or top of the funnel) marketing. And yet, despite all those pretty names and high-flying concepts, there is still a lot to be said for Email marketing – best of which is how effective it is.
This is mainly down to the fact that you’ve got a captive audience that you can keep triggering again and again. In this way, you’re far more likely to convert them than other forms of marketing. And that obviously matters. For that reason, you want to make sure your email marketing campaign is effective. Here are some of the best strategies to do exactly that.
The first one is one of the most surefire ways to get people to open your emails and that is to address them by name. Why does this work so well? Because we like the idea that something is addressed to us personally. What’s more, our name will pop out at us from a field of other words in seconds. That’s because we’ve been trained to find it.
In this way you manage to both catch people’s attention and – as you went through the trouble to find out what their name was and use it – engage their norm of reciprocation.
For that reason, one of the things you should always ask when you’re trying to get people to sign up is what their names are.
2. Either long or short subject lines:
Whatever you do, don’t create a subject line that’s 60 to 70 characters long as research shows that’s the least likely to get opened. Instead, you want to either make them shorter or longer. Generally, the best length is just under 49 characters.
How long is that? As long as these two sentences.
No, that isn’t a lot of space to put information. But that’s possibly a good thing as it focuses you into distilling the information you’re trying to impart into something as short as possible.
Of course, if that doesn’t work you can always look to go about 70. That works too. Just avoid that no-man’s land between 60 and 70.
3. It has to be mobile friendly:
Most emails get opened first and foremost on mobiles so make sure your text is suited for them. That means that images have to be small, you have to avoid writing a thesis statement and that you want to avoid multiple column texts as these are the things that are hard for users on mobile phones to check out.
Even better, almost all email marketing tools nowadays let you see your email in a mobile format. So make sure that you actually check them out in that format before you send them off! This will give you an idea if your preamble is too long and whether your email as a whole is just too much work for people to explore on their mobile devices.
4. Create a loop between social media and email:
There are several ways to do this. The obvious way is to have links leading from one to the other. For example, publish your email on your social media and put buttons towards your social media in your emails. In this way, people can more easily sign up for both.
Also, whenever you run a new campaign to get people to sign up for new content, you have to make sure that you also put up links to that campaign on social media (as really that’s the direction you want people to go).
5. Use A/B testing:
It is hugely easy to use A/B testing on your email marketing. Just divide your list in two and send one slightly different email to one half than the other. Then watch what happens in terms of engagement rates and click-troughs.
The trick is to make sure that you only change things very slightly between the two emails. For example, what image you use, what your subject line is or the background color. In this way, you can make some real progress in terms of what your specific audience wants to find out about. And then you can apply that to all future emails.
Yes, these differences might be only a few percent but if you keep getting a few more percent each time then eventually you’ll have an astounding engagement rate.
6. Don’t just sell things:
It can be incredibly tempting to just try and sell things to your readers. After all, if you beat them over the head long enough then they’ll have to buy something eventually, right? Well, not quite. They can also just stop opening your emails and unsubscribing.
To avoid that fate, make sure you regularly give them free things that will make it far more likely that they’ll keep opening your emails. And that, in turn, gives you far more opportunities to sell them stuff.
7. Be regular:
Often email marketing goes in spurts. People send out a few emails in a month, then forget about it again for a while. This isn’t a good strategy as it won’t be just you forgetting about your email strategy but the people who have signed up to your email list who will forget about you.
Obviously, that’s no good as they’ll be far less likely to open your emails if they don’t know who you are and what you want. Therefore, keep sending them emails regularly even if there isn’t that much going on. In that way, you’ll stay on their radar.
8. Always watch the numbers:
The only way you can get better at your email marketing is if you constantly keep watching the numbers as you try new things. In this way, you’ll be able to figure out what works and what does not and get better and better over time at your marketing efforts.
And that is ultimately the only way that you’re going to get what you want from your email marketing campaign – by figuring out how it works. Because however many hints people give you on sites like these, ultimately it’s a thing you’ve got to figure out on your own.
So keep trying and keep track of the numbers.
Angela Baker is a self-driven specialist who is currently working as a freelance writer in OkDissertations and trying to improve herself in the blogging career. She is always seeking to discover new ways for personal and professional growth and is convinced that it’s always important to broaden horizons. That's why Angela develops and improves her skills throughout the writing process to help and inspire people.