What makes a successful email marketing campaign?
The beauty of email marketing is that it helps you connect with your audience directly. You can use emails to promote new products, share business news, and keep your readers informed on the latest developments in the industry.
So, what makes a successful email marketing campaign? The best email marketing campaigns are built upon planning ahead. To effectively meet your goals, your business should regard an email marketing plan as necessary as any other campaign. A significant amount of strategising should be put into it to ensure its success.
Here at Vooba, our team has a wealth of experience in creating successful marketing campaigns of all kinds. We’ve put together some of our top tips for creating an effective email marketing strategy.
How to put together an email marketing campaign:
1. Short, snappy subject lines
Your email subject lines are the first thing your target audience will see. Well, written, attention grabbing lines will reap great rewards - and leads.
A subject line should be compelling enough that your audience clicks and reads through your email, enticing them to open and read the complete email.
Your audience will likely be bombarded by many marketing emails each week. Refining your subject line to spark the interest of the kind of customer you wish to attract will make yours stand out from the rest.
Follow these tips to write impactful subject lines:
- Keep it short and snappy. Around 50-60 characters can be read as a whole line.
- Make sure your subject line is relevant to the rest of the email.
- Don’t make it too much of a sales pitch, your audience may disregard the email completely.
- Use powerful language.
2. Email segmentation
Segmenting your email subscribers into smaller categories allows you to send out content that is most relevant to that audience. You may decide to segment based on:
- Demographics
- Likes and dislikes
- Hobbies
- Location or profession
An effective method to gather this information about your audience is to include it in your email signup form. A small survey will help you get to know your readers and who you should be targeting with each email, increasing the success of your campaign.
Email segmentation allows you to send targeted content to a specific audience, giving you the best chance at engagement.
3. Target active or inactive users
An effective email marketing strategy knows whether it is targeting active users or inactive users. Create a personalised campaign designed to catch the eye of a defined group. If a subscriber hasn’t opened your emails in two months, you may wish to design a campaign that re-engages them.
Alternatively, you may wish to focus on the subscribers that do regularly engage and target them more specifically. If you send out an email that announces a new product, anyone who clicks through the link could be segmented as ‘interested.’ You can then further target that audience and their demographic specifically through your email campaign.
4. Personalise your emails
For your marketing campaign to be successful, you should consider personalising your emails.
Starting an email with the reader’s name means it is more likely to be opened. 91% of consumers are more likely to engage with brands that provide offers directly relevant to them. Addressing your audience as an individual rather than a whole will make them feel valued and more likely to engage with your brand and content.
Below are some tips on making your email marketing campaign a personal experience:
- Use your subscriber’s names in the subject line or greeting
- Recommend products based on what your reader has already purchased
- Wish your reader a happy birthday, and consider a promotional discount on that special day
5. Measure performance
Effective email campaigns can help to drive more traffic to your website or online shop. Measuring performance will give you data to identify strengths and areas of improvement in your continued campaigns. Gain this valuable information by monitoring:
- Bounce rate: This will help you determine whether your email campaign and your landing page align.
- Email conversion rate: Monitor how many email recipients click a link in your email and then complete an action, such as filling out a form or completing a purchase.
- Track your new subscribers: Watch your email list grow.
6. Don’t forget a call-to-action
A call-to-action (CTA) is a valuable addition to any email. A strong CTA will result in more visitors to your website or online store, dramatically impacting the click-through rate of your emails. You should find a CTA at the end of any blog or social media post, encouraging the reader to take action. Emails should be no different.
A punchy CTA is always part of the best email marketing campaigns.
To make your call-to-action powerful:
- Start with a strong imperative verb, such as buy, shop or discover.
- Give your readers an incentive to click. For example, ‘shop now for 30% off!’
- Tap into your audience’s fear of missing out.Let them know when it is their last chance to buy or benefit from an offer.
Work with the experts
Crafting a good email is one thing but knowing what makes a successful email marketing campaign is something else. Here at Vooba, our expert team knows how to tailor email marketing campaigns that lead to conversions. With extensive experience working with business from a wide range of industries, we are here to help your business grow through effective digital marketing.
Let us help you connect with your audience and drive new sales. To learn more about how we can design your next bespoke email marketing campaign, contact us today by calling 01798 667167. We look forward to hearing from you.
