With social media at the forefront of company outreach and marketing plans, sometimes an email campaign can get lost in the mix. Consumers are often overwhelmed with the amount of marketing emails they receive, so they don’t bother to look at any of them. This isn’t beneficial for anybody!
Emails are great tools for businesses to use to actively reach consumers and provide them with the information they need or want to know. With social media, businesses can put information out there, but there is no guarantee that everybody will see the post. Emails make sure you can reach exactly who you want to reach, as long as they open the email.
How do you make sure readers open and glance at your emails? There are a few ways you can stand out from the rest and make sure your emails don’t go directly into the junk folder.
Make It Personal
Instead of sending the exact same email to everyone, use the power of personalization. People love to feel special. If they think they’re receiving special content or an exclusive offer, or you make them feel important to your company as an individual, they’ll be more likely to open your email and read it. Personalized emails improve click-through-rates by 14%.
For example, instead of sending an email with the best sales or hottest items of the week, send them a “picks for you” email based on items they’ve already purchased or shown interest in. This works not only for retail businesses, but blogs and other websites as well.
If you track what people read or subscribe to on your website, you can use the information to show them more of what might interest them. Aim to make sure they’re interested in what you send them, and also try to make them feel special.
Keeping track of birthdays or anniversaries can also lead to great email campaigns. Send your subscribers a birthday email with a special offer. When they see an email with the subject line “Happy Birthday,” they’ll probably want to open it. Giving them a little something extra will make them even happier. The same goes for anniversaries. People love to celebrate, so give them a reason to do so.
If you run a charitable business that encourages users to make donations for a certain cause, use emails to update them about where their money is going. Help them see the influence they had — it will encourage them to donate again or to tell their friends.
Make It Easy to Read
If someone opens your email and it’s confusing or long and text-heavy, it’ll likely go right into the trash. Make sure each email is easy to read and scan. Don’t use long paragraphs of straight text. Nobody will read through the entire thing. Instead, give short bursts of information mixed in with images and other media.
People don’t have all day to try to decipher your email, so you should do the dirty work for them. Only give them the information they need, and make the email easy to navigate. Only use one call-to-action — it’ll make your reader more likely to click, and they won’t be confused about what you want them to do.
Make It Fun
Spice up your emails with images, GIFs, colorful text, relevant links and funny jokes. If people know that your email will make them laugh or smile, they’ll want to open it! Again, nobody wants to read an entire email of bulk text. Break it up with something fun!
Also, pay attention to the subject line. Stay away from boring or run-of-the-mill lines they’ve seen a hundred times. A catchy subject line will make your reader curious and want to open the email. Take a hint from BuzzFeed — it has mastered perfect subject lines. It’s also effective if you can make the preview text line up with the subject line, so everything the reader will see before they open the email makes sense and might make them laugh or want to read more.
To see the success of your email campaigns, measure your results. Tracking how many people open your email and click on a link inside of the email — and then tracking that user throughout their time on your website — will help you determine what’s working for your users and what isn’t. Every company’s audience is different, so certain techniques will be great for one businesses but not so great for another, which is why measuring your results is crucial.
Email campaigns are powerful when used correctly. They’re a great way to stay in touch with your consumer base and present them with the information you want them to have. For consumers, emails serve as an easy way to receive the latest news from their favorite companies. Creating an effective and user-friendly email campaign is one of the best ways to improve your businesses marketing strategy.