If you're ready to implement your email marketing campaign, and you've
already selected some quality email marketing software, you should take
time to analyze what factors make for a quality email in an email
campaign. Below you will find some great tips for designing a quality
email that were derived from various experts in the field of online
marketing.
Target your emails to the right recipients
Most failed email marketing campaigns didn't work because the sender
treated every email recipient the same. The person who loved blue
wallpaper got the blanket email featuring the green wallpaper. While
the people who like green wallpaper were happy, the rest of the email
recipients were alienated. Don't make the same mistake. Gather as much
data as you can, from geographic location to customer buying habits.
Study that data and divide your list accordingly. If you have a group
of people who love one type of service you offer and another group that
couldn't care less, strategize accordingly.
Personalize your emails
Call your customers by name in emails if you can. Send your emails from
the same from address every time. The more personal you can get, the
easier it is to build trust. You'll also have a better chance of your
emails being opened and read.
Keep your layout simple
Don't overload your layout with flashy graphics, huge fonts and other
in-your-face items. Keep your layout clean and simple. Your layout
should look professional and easy to navigate. A overly busy layout
will turn your recipients off and send your email campaign or
newsletter right into the trash file.
Don't overload on copy
It's tempting to use three paragraphs to describe a product you really
love and think your customers should love as well. But don't do it. Use
small paragraphs and economy of language to cater to the short time
frame your customers have to go through all their emails. If you have
something you want to expand upon, link to the rest of the story via a
landing page on your site.
Include a call to action
What's the purpose sending an email touting products if you don't ask
your customers to do something beyond look? Your call to action can do
many things: ask customers to click on a link, ask customers to fill
out a survey, ask customers to make a purchase. Whatever call to action
you choose, just make sure you actually have one in the emails you
send.
Create a compelling subject line
Your subject line will make or break whether customers open your email
or delete it. Do your due diligence. Come up with an honest, compelling
subject line meant to grab the attention of your customers. Avoid hot-
button words and phrases like 'make money!' and 'earn cash!'. Go for
subject lines that pique the recipient's curiosity, but tells the truth
at the same time.
Keeping these things in mind as you create your campaign won't
guarantee your success, but they'll dramatically improve your chances
to generate sales and improve your ROI.
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