Whether it is about a new launch or an exciting offer, email marketing is the best way to keep your customers in the loop. Email marketing management includes diverse activities that range from building an email list to designing an email newsletter. It seems natural to have a list of emails of your potential clients and sending email newsletters, but it will take you nowhere if you have no idea of what your target audience is looking for.
Email marketing does not mean filling in the inbox of your users with countless emails at all. Otherwise, your users will unsubscribe, and your marketing strategy will fail abysmally. Here are the tips for managing email marketing campaigns:
Send in a to-the-point message
Nobody would like you to send in email newsletters unless you have anything special to announce. Special offers, coupons and company announcements may hold the attention of users. People will be more likely to show interest in emails about a discount deal on a product than simply bragging about the benefits of that product.
Most of the entrepreneurs keep sending promotional emails on the benefits of their products. Of course, your clients would never have you access to their emails for knowing what is already on your web pages. Make sure that you run these campaigns only when you have exclusive news and announcement to tell.
Email messages should be short and crisp – no brags only to-the-point information. It does not need to be longer than 300 words unless you have a lot of information to tell your audience. Limit your text and use formatting options like bullet points, italic fonts, headlines etc. It will help recipients digest your message.
Define the goal for each message
An email campaign will be a mug’s game if you are doing just for the hell of it. Each piece of communication going to your subscribers should have a specific purpose. The purpose of emails can be tracking the sale of a particular product, users’ engagement for a specific post, the increase in sales using a discount coupon, and the like.
Not always your email campaigns have such goals, but it can help you have your readers in the habit of responding to your messages, which will further contribute to sales.
Scrub up your email list
No matter how good you are at designing email messages, more than half of your subscribers would not consider it worth clicking. Email management programmes charge you based on the number of total emails you send over, and therefore you must analyse your subscribers’ behaviour. It is useless to have those in your subscribers’ list who are not even clicking your messages. Scrub up your list to make sure that no recipient is inactive.
Use features of the email management system to analyse how many of users are getting your messages in inbox and spam? How many of them are taking an interest in your brand? You will get all the tiny details of the behaviour of your subscribers. Delete inactive subscribers. If they would ever like to hear from you, they can always resubscribe.
Ask your customers
One of the best ways to make your email marketing campaign successful, you should ask your customers what they want to hear from you. Whenever a visitor subscribes, make sure that you send in a welcome email. It does not need to be just a formality. It should aim at knowing the type of content they prefer to read.
Your emails should be personalised to your users. They do not need to be always about a promotion, schemes and announcements. Informative email newsletters also captivate users. If you understand the pain points of your users and provide them with a solution, the success rate of email campaigns will be much higher.
Smartly set the sending time
Time plays a crucial role to make the most of your email marketing campaign. Most of the time, your emails do not contribute much to your sales as suggested because the sending time is not apt. They likely remain unread in the inbox as your subscribers are preoccupied with other things.
Some email campaign software allows you to get an insight into what time recipients opened their messages. Such analytics will help you know the time when your users were active. Make sure that you send in emails at that time so that they pay heed to them. Otherwise, your money is going down the drain.
Try to invest in software that allows you to get details about such analytics.
Create an engaging subject line
Apart from the sending time, a subject line plays a paramount role to encourage recipients to open and read the email. The length of a subject line should be between 40 and 50 characters. You do not need a lot of words to make a lasting impression.
To make the most of your email marketing management, the subject line must be catchy enough to trickle the fancy of recipients. You should include the following factors:
- Urgency
- Curiosity
- Allusion
“Act now”, “Free stuff”, “You’ll benefit”, and “Hurry up before it’s too late” are some of the phrases that will entice your subscribers to open and read the email.
The design of emails
People will stop reading your emails if the design is dull and boring. Plain text does not captivate users. Make sure that you use tables, graphics, charts and images. Make the text bold and italic that is important to know for recipients. Hyperlink the product page with “Buy Now” so that people can immediately land the page if they wish to place an order. Be clear and specific. Do not use ambiguous terms.
Email marketing management takes a lot of hard work and skills. You need to understand your subscribers’ behaviour – what they want to read, the best time they open emails and how they are responding to those emails. Use analytics carefully and make the most of your email marketing campaigns.
Description: To manage email marketing campaign, send in to-the-point messages, define goals, understand your audience, focus on the design and create an engaging subject line.
