We live in an era where content is king. However, with so many digital marketing channels to pursue, devising an effective tailored strategy can sometimes feel overwhelming. From traditional platforms such as TV and radio marketing to modern channels like social media, search engine marketing (SEM), and mobile advertising, the choices can seem endless.
While the EU’s General Data Protection Regulation (GDPR) has certainly had its impact on email marketing protocol, digital marketers still see value in email as a tool for promoting business online.
In fact, despite predictions to the contrary, email marketing remains one of the most profitable ways to reach an audience. Of course, for an email marketing campaign to be truly effective in a world (or an inbox) saturated with information, it needs to be done well.
Here are our top tips on how to get your company’s email marketing campaign right:
1 – Personalize Your Email Campaigns
When the opening line reads Dear Customer, to the receiver, it screams “email blast” and won’t resonate well with your clientele. By personalizing your email campaign in a unique way, you can entice the contact to open the email and engage with the content in a more meaningful way.
Something as simple as using a person’s first name in the subject line can go a long way. On a more advanced level, you may want to include a compelling call to action.
2 – Employ A Holistic Approach
Push your readership through the stages of the email marketing funnel by employing a holistic approach that combines on-site opt-ins in addition to the email campaign itself.
Find ways to capitalize on the consumer’s desire and encourage them to take action, whether that means clicking through to your website or making a purchase.
3 – Make Your Campaign Mobile Friendly
Over half of all emails are received on mobile devices so make sure you keep content concise and mobile-friendly on the visual level. You won’t have much space, so make your subject line short but enticing by using symbols, numbers, and emojis in creative ways.
4 – Avoid Being Spammy
Spam in your inbox again? Ugh! Use analytics tools to figure out where that sweet spot is between providing your audience with enough information but not overwhelming them and becoming a total annoyance infiltrating their inbox.
This is going to be a bit of a balancing act. You’ll need to figure out when and how often to contact your list to keep them satisfied.
5 – Use A/B Testing To Work Out The Best Time and Place To Launch A Campaign
Content may be king, but the timing’s important too. Find out when your audience is most likely to engage with the content of your emails by using A/B testing to analyze the times your campaign experiences the best open rates and click-throughs. This is a process that takes time but is sure to produce rewards in the long-run.
Implementing a successful email marketing campaign is not something that happens overnight. There will always be trial and error elements before you establish what works best for your businesses’ target audience in terms of engagement.
Not only is it a cost-effective means of communication, but email marketing generates a high level of return on investment. Capitalize on this most useful tool and start investing your time and resources in smart ways. Formulate a tailored email marketing strategy for your company.