Marketers send nearly 320 billion marketing emails per day. That number is on track to reach more than 360 billion by 2024. Not only does email have one of the highest ROIs of any marketing channel, it allows companies to engage its audience through strategic messaging that builds brand awareness, excitement and loyalty. In other words, it’s essential to learn how to create a successful email campaign.
If you’re wondering whether or not spending those extra dollars on an email campaign is worth it, the answer is yes. According to Statista, there are about 3.8 billion smartphone users in the world; that’s 48% of the world’s population. Of those smartphone users, 85% have access to emails. Those are a lot of eyeballs on your brand!
Emails are an incredibly effective channel at driving conversions and are typically low-cost compared to other mainstream marketing channels. It allows you to build relationships with new leads as well as current and past customers.
No matter what industry you’re in, your company needs to define its audience. If you’re building an email list from scratch, there are different low-cost ways to do that.
No matter what you do, don’t buy an email list. Grow your audience organically, and you’ll benefit from it greatly in the long run.
It’s important to understand that email marketing isn’t about sending emails to everyone because not every single email you send is going to appeal to every single customer. While email marketing can help identify which products or services will attract a specific type of customer, businesses should be able to divide their audience into smaller groups called segments. This will allow you to understand customer behaviors to determine who will likely buy into your product or service. Common ways brands segment their audience include by region, by gender, by age and by purchases or placement in the sales funnel.
Think about what you want to achieve with your campaign. Your goals can range from growing and engaging your subscribers to increasing sales. Once you understand your audience and your goals, you can tailor your messaging and positioning appropriately.
A strong message is nothing if you’re sending out the wrong emails. You know your goals and want results. Here are the common types of emails:
Just like a title to an article, the subject line should grab the reader's attention and encourage them to click. The subject line plays a crucial role in getting your audience to open emails and should communicate the promise of value. Here are some of the best practices for subject lines:
Writing the copy for your email should be captivating from the start but short and to the point. Use personalization when possible. This includes addressing your recipient by name in your copy. Keep the content relevant, personal and conversational if you want your copy to resonate with your readers. It’s best practice to write no more than 200 to 250 words, unless it’s a newsletter email, but shorter is always better. If you must share more than 200 words, consider sharing only a snippet of the content and then directing your subscribers to a landing page on your website for more info. Also, remember that like any marketing campaign, you should be telling a story. Consider email content that builds over time, like a video series.
While images make your email aesthetically appealing, it's important to note that good email marketing typically has more text than images. Why? Because some email clients disable email images by default. So, if your email is all or mostly images, some subscribers may have no context and all your time spent on messaging and design will end up in someone's trash. It’s always a great idea to start off with a template, but always keep in mind that the overall quality of your content is key in getting good results.
Send a test email to your inbox to ensure everything looks good on both desktop and mobile devices. These days, most emails are opened on a smartphone. You should also conduct A/B testing. Split your email list into two separate segments and send a different version of your email to each group. You can test variations of a single email to see how changes in timing, wording, etc. can have an impact on your campaign results. Here are some best practices to keep in mind when testing your emails:
Eager to start your next successful email campaign? The Elevate My Brand team is made up of top-notch marketing experts, so we’re happy to answer any questions you may have.
If you’re ready to dive in headfirst, let’s schedule a Mindmap session where we walk you through the entire digital marketing universe. Don’t be shy—we won’t bite! Set up a consultation with our CEO Laurel Mintz to see how you can elevate your brand.
Shirley Chui, Account Executive
Elevate My Brand