With all of the new marketing technology available to us these days, there is one tried and trusted method that is still the backbone of most well-designed campaigns. That method is email marketing.
Email marketing has one of the highest returns on investment of any online marketing technique. However, with so many new methods and systems to choose from, email marketing can appear to some to be like an ineffective tool from the past. In reality, this couldn’t be further from the truth.
If you’re not sure about how useful email marketing is, then take a look at these statistics. According to a recent Hubspot report:
- 75% of companies agree that email marketing has an excellent ROI;
- By the year 2020, there will be well over 3 billion email users.
- 56% of marketers say that increasing their engagement rate is their most important email marketing priority;
- 85% of customers would like to receive promotional emails from companies on a monthly basis, and 15% would like to receive them on a daily basis;
- 52% of online marketers say that “enriching contact data quality” is their biggest obstacle in the way of email marketing success.
With these in mind – which demonstrate why YOU should be using email marketing – let’s take a look at what makes an email marketing campaign successful.
There are many different factors that go into creating a successful email marketing campaign. However, you won’t get anywhere without these four specific ingredients.
Clean & Organised Lists
The first major hurdle to overcome when running a successful email marketing campaign is to make sure that your message gets into your customer’s inbox. This can be challenging with spam filters blocking your path. However, one thing you can always do is make sure that your lists are kept clean and organized. Doing this will mean that you are only sending emails to those who want to see your content in their inbox. Whether you grab their email address through your website, social media, or an advert, it’s always an excellent idea to send an email to them to confirm that they want to receive your emails. This is called double opt-in and can be a handy tool for building and maintaining a high-quality list.
Be sure to clean your lists on a regular basis. Go through your statistics and check to see who is opening your emails and who is deleting them without reading. Take the ‘nonreaders’ people off your list. Doing this will help to prevent your emails from being marked as spam in future.
Timing & Frequency
When you know that your content will make it to the target’s inbox, you then need to decide when and how often your prospects are going to want to receive your emails. You should send your emails at the time when they are most likely to be seen and read. If your customers check their emails in the evening, then why would you bother to send them anything at 2 am? Also, be sure to consider their location. It is always best practice to send your emails based on their time zone and not yours.
When it comes to frequency, this will depend on your audience and the industry you are in. Some email marketers will only send out emails on a monthly basis using a newsletter format, while others send out promotional emails every other (or even every) day. Your email sending frequency will depend on how often your customers want to hear from you. Be very cautious though, because if you send out emails too often, you might end up with a high unsubscribe rate.
Interesting & Attention-Grabbing Titles
Whether you are writing a blog post or an email, you should always pay extra attention to your titles. It’s the first thing that your subscribers will see, and it will be the primary factor to whether they open your email in the first place. You should be creating titles that are both interesting and creative but also straight to the point. If the content of your email does not live up to the promise in the title, you will potentially have many unsubscribers. Don’t use clickbait titles. Instead, focus on writing strong and intriguing headlines, and delivering pure quality with your email content.
Various Platform Optimization
Gone are the days when people only ever checked their emails on their desktop PC. In fact, according to a recent study, at least 67% of emails are now read on smartphones or tablets, and that number is growing very fast. This is why it is super important that you optimize your emails for more than just computer screens. You must be sure to optimize for all types of mobile devices and tablets because if you don’t, your subscribers may well get frustrated and unsubscribe from your list. Be sure to check how your emails display on multiple devices and platforms before sending them out.
So, let’s create a Successful Email Marketing Campaign
Email marketing is still a very relevant online marketing tool, which can provide remarkable returns. If you are not using it for your business or networking strategy, then you absolutely should be. In essence, it is one of the very few online marketing tools left that allows you to reach your audience directly and with minimum distractions.
To create a successful email marketing campaign, make sure that you focus on having a clean list, paying careful attention to the timing and frequency that you send your emails, creating winning titles, and optimizing for various platforms.
Doing these four things will absolutely help you to achieve success with your email marketing efforts.