Email strategies, as with any form of direct marketing, evolve over time. Here are some of the newest “best practices” to consider when creating email campaigns.
Three ways to ensure a more successful email campaign.
Ask yourself:
- Does your reader recognize you? Eighty percent of people will decide to read your email by what you have put in the “from” name and subject line.
- Are you saying something relevant? The better you understand your customers, the greater the chance you’ll deliver a message that motivates them.
- Is the email content “share ready?” Be sure to include a forward-to-a-friend button. If applicable, also link it to your entries on social media like Facebook, LinkedIn, and Twitter.
Email lists: Make them better, but not necessarily bigger.
It’s much better to build a smaller list that brings you opens, clicks, forwards and shares than a huge list with little engagement. Engagement is the best way to measure success and build online reputation. The more engaged your readership, the higher the performance of your effort.
Just remember that you are building an opt-in list, which means a person must give their permission before being added. Be able to be found … be everywhere!
- Ask for an email address when interacting with clients.
- If clients frequently come into your business, print out a colour copy of your newsletter and frame it in your lobby. Show customers exactly what they are signing up to receive.
- Collect emails at events and meetings.
- Have a Join our Email List button in your email signature and on your web site.
More bang for your bucks: Re-purposing email campaigns.
The easiest way to re-purpose your email content is to archive it. Take past editions of your e-newsletters and post them on your website. As a bonus, this regular addition of new, relevant content will help drive up your site’s SEO ranking.
