A strong email campaign is a great way to sell your goods or services, communicate with your customers, and increase brand awareness.

 
 

Five ways to build a successful email marketing campaign

A strong email campaign is a great way to sell your goods or services, communicate with your customers, and increase brand awareness.

Here are our five top tips for effective email marketing:
  1. Exciting subject lines! - Make sure your subject line is attention grabbing, engaging, personal and relevant to encourage your readers to open the email. Don’t overuse CAPITAL LETTERS and remember that some words will trigger spam filters. Use these words instead – including the occasional exclamation mark! Try and keep your subject lines to 61-70 characters. And maybe even include an emoji in your subject line. Experian noted that 56 per cent of brands using an emoji in their email subject lines had a higher unique open rate.
  2. Pre-headers - Pre-header text can be visible in the inbox preview and in the body of your email, and should work with your subject line to help increase your opening rate. This text should explain to your customers why the email is useful to them and “what’s in it for them”. The optimum length of a pre-header is between 40-70 characters.
  3. Get personal - Emails with personalised subject lines are 26% more likely to be opened. Don’t just use customers’ first names – try and use other data such as recent purchases or job role to make it more personal, relevant and engaging – and more likely to deliver a positive response. And remember to use simple language that sells throughout the body of the email.
  4. Be dynamic – You know by now that you should be segmenting your data based on the interests of your audience, the suitability of your product range to them and where they are in the buying cycle for example. However, once you’ve done this you can use dynamic content to tailor messages per audience e.g. location, gender, product preferences.
  5. Clear call to action (CTA) – the whole point of email marketing is that you generate a response so clear calls to action are essential. Using a button-based CTA can increase click-through rates by 28% over a link-based CTA. Think about the design, language and placement of the CTA, which will all depend on the purpose and complexity of your email. Focus on where you want people to go and remove any unnecessary noise.
And of course, it goes without saying that you should check every element of your email for accuracy before you hit send and use your reporting to improve future email campaigns and customer engagement (is that seven top tips?).
 
For another 10 tips read our previous blog here.
    
 
The Partners Group

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