Topics: Marketing Strategy
The struggle companies face when implementing an email marketing campaign is the possibility it will come across as unhelpful — or worse — annoying. These emails are usually deleted without a second glance. If you’ve ever been the recipient of a poorly crafted marketing email, you know first-hand that it distances your interest in whatever product or service that was being promoted.
We’ve created a list of the top five email marketing tips that should be at the core of planning every email campaign to avoid being dismissed to the spam folder.
1. Get to Know Your Audience
Companies who spend time researching their customers will see a higher return than those who send the same generic email to every single client. If you know precisely who your recipients are and what they are looking for, you can alleviate having to guess whether the email make a difference. Investing in data like spending habits, central geographic location and what competitors offer will allow you to narrow down your audience’s goals and help you meet them.
2. Build a Strong Bond
Email marketing campaigns can drive a ton of engagement, but consumers don’t give their data and information out lightly. It’s vital that you plan your campaign to not only inform, but also to build a strong sense of trust between your client base and what your business is striving to achieve. Any indicators you can give your audience that you hold their information securely and privately are beneficial.
3. Become a Goal-Getter
Before setting a campaign goal, do some research to get a baseline for average email statistics in your industry to use as a benchmark. Plan how you will track success, and think about what action you want your audience to take within the email to determine if you are hitting the mark. Why should your subscribers care about your campaign, and how will they connect to your brand?
4. Make a Good First Impression
Include a clear, direct subject line that is indicative of what you are promoting. Avoid overusing simple eye-catchers that can make the recipient feel uneasy, like “urgent” or “limited time.” If the subject line does not clearly indicate what the email is about, your reader can easily become annoyed for having been misled (and less likely to open future emails.)
5. Aim to Connect
Plan your communication carefully; if you leave out relevant information, your users may not be receptive to another communication opportunity. And since consumers are more likely to engage with a brand that they feel reflects their interests and aspirations, aim to connect with them through your brand story — this will also help add another layer of trust and promote partnership. By keeping your tone on brand and your product or service at the forefront of your marketing campaign, you’re more likely to see recipients responding to your email campaign as intended.
By knowing who your customers are, what they are after, and setting realistic goals for tracking growth, you will set your email marketing campaign up for success. To find out more about creating a comprehensive email marketing campaign, or if you’re interested in learning more about a specific marketing tool, contact Axis41, A Merkle Company today.