How to Succeed with Email Marketing: 5 Campaign Best Practices

Knowing how to create a successful email campaign can make or break your bottom line.  An email campaign does not only allow a company to connect with its audience, but it can attract and grow a loyal customer base. Ultimately it strengthens the relationship people have with a brand. Successful email campaigns are known to boost sales and generate an increase in website traffic. Since 91% of consumers check their email daily, it is important to get noticed. To achieve the results of a successful email campaign follow the five steps below:

Step 1: Know the Objective
Having an objective and reason for delivering a campaign is crucial. Without having a clear objective consumers will be confused as to why they received an email in the first place. Knowing the objective and highlighting it in the number of emails sent out is key to its success. The content of each email should differentiate itself from one another yet remain consistent with maintaining and hi-lighting the overall objective of the campaign. Repetitive and unnecessary emails will make people ignore or stop reading it. Therefore, a good rule to have is the more
emails sent out, the less content there should be.
Step 2: Recognize Your Audience
Recognizing the audience and knowing how they would like to view an email is important. Tailor the subject line, content, and layout of an email to target the segment that is trying to be reached.

Subject Line:
A subject line should always reflect what is inside of an email.  Although the chosen subject line should grab a readers attention and make them want to open it. A compelling subject line that piques the interest of a consumer can be a deciding factor in whether or not it is going to be deleted. Playing the “would you open it?” game is one way to test the effectiveness of a subject line. If it does not catch your attention then you should consider creating a new one.

Be conversational with the message and content of an email. Personalize each email with the recipient’s name. People want to connect with brands that have human like qualities, and the high response rates of personalized messages can attest to this. An email that has educational value rather than focuses on trying to sell a product is usually better received by consumers as well. Provide information on products or services, free giveaways, or rewards to give it value while appealing to the target audience.

The layout is just as important as the content within an email. The overall appearance of an email should be consistent to the brand. When consumers open an email they should know what brand it is from. The template for each email can change depending on the purpose, but it should stays true to the brand while still standing out. When creating a layout, choosing to use less colors is usually better. Choose the right format and use bullet points with a lot of white space for plain text.  The following rules should also be taken into consideration when making decisions in regards to the layout:

– Use capital letters and italics minimally.
– Make headlines large and bold.
– Try not to use a lot of fonts or colors.
– Make columns narrow, so it is easy to scan.

Step 3: Share Social Buttons
Every email should have social share buttons. Using social share buttons encourages readers to spread the word about a brand and to continue a conversation with their peers. This allows more opportunities for a brand to get their name out there. Use the social share buttons to bring customers to relevant landing pages that make them excited about the brand.

Step 4: Test Your Content
Testing the content of an email campaign is equally as important as creating it. Send your email to all main email channels. Look at the format and make sure the layout does not change and that the images aren’t broken. Check to see that obvious words or phrases do not cause an email to end up as spam or junk mail. Also make sure to look at how an email is viewed on a mobile device or tablet since there is an increasing popularity of these devices among web users. Nevertheless, the appearance of the email should be appealing to the eye and look good on all mainstream emails.

Step 5: Measure Success and Results
Always measure the success of a campaign and its results. It is important to keep track of the number of emails delivered, opened, and the number of click throughs generated. If you keep track of this information then you will be able to better evaluate and adjust a campaign. By modifying and retesting campaigns, eventually the right combination of an intriguing message and bold layout can be determined. However, make sure to only change one part of a campaign at a time so that you can measure the direct results in doing so.

Knowing the objective, recognizing the audience, sharing social buttons, testing the content, and measuring the results are key to creating a successful email campaign. But don’t forget about the post-click experience. Email campaigns created with post-click engagement have approximately a 90% higher engagement time compared to other campaigns. You can have the best email in the world but if you don’t engage people after the click on your call-to-action it won’t matter.  This stage is made easier if you leverage post-click engagement. Adding an interactive question and answer experience is essential for providing a meaningful interaction with consumers and driving conversions with the offer of a reward. The goal is to make it as easy as possible to get them to convert.