The Seven Elements of Effective Email Marketing
Email marketing can be an invaluable tool for generating leads and fostering relationships with your target market, encouraging brand awareness and inspiring consumer decisions. Creating an email marketing campaign may seem simple, but don’t be fooled, there are many elements that can make or break your campaign. Here are just a few factors that can determine whether your email campaign is a significant success or a fatal flop.
Audience opt-in is CRITICAL. Before sending out an email marketing campaign, you need to set up an audience of people who have elected to receive your marketing emails- never send out emails to members who are not subscribed to your email list. Always include an unsubscribe button to your email and never force customers to subscribe to your emails to become a member!
The email subject line is crucial- your subject line will determine whether or not the recipient will decide to open your email or not. Subject lines are the first things that consumers read and influence their perception of your brand. Good emails have subject lines that are interesting and which build anticipation for the contents of the email, creative whilst also being to the point.
Users no longer only access their emails from the same email platform on their desktops, but use a variety of devices. Mobile devices are commonly used to read emails, which means that your emails need to render correctly across various devices and screens. Un-optimised emails lead to low click-through rates and high un-subscription rates.
Your email body should comprise of valuable content, presented in a way that is snappy and interesting! Double check for spelling errors, make sure that all the included links work and that your content is easy to understand and easy to skim through. Make sure that the content you’re sending subscribers is exciting and valuable to them.
A picture is worth a thousand words, right? Great visuals are essential, and it’s important that your email is visually compelling, attracting consumer attention and conveying information about your offer.
Marketing emails need to be relevant- irrelevant emails will lead to subscribers unsubscribing or marking your emails as spam. The content you send through needs to be relevant and provide significant value to the individual that you are contacting. You can make your emails seem more relevant to readers by showing them that you know something about them and what their concerns are.
Every marketing email should include a clear call to action which seals the deal and serves as the climactic end to your email. You want to give your subscribers a visible and clear call-to-action that is brief yet creates a sense of urgency. And don’t forget to provide them with a link to click on!