Monday Musings: 7 steps to create effective Email campaign
Effective Email Marketing Best Practices
1. Optimize for Delivery
Most small businesses have one cumulative list of contacts and make the mistake of sending out “email blasts” to everyone on the list. This can be very dangerous, and you need to segment this master list into different groups and categorize them – i.e. leads, clients, win-backs, subscribers, etc. Doing this will ensure that you are sending the appropriate messages to the appropriate parties.
2. Respect Privacy
In the world of email, especially when it comes to effective email marketing, you need to acknowledge that you are not the only business sending messages to your contact. Most of the time, your contacts will be receiving several email messages per day from businesses like you who are trying to convince them of their value and sell to them. Knowing this, people in general are weary of marketing emails and you should make an effort to let them know that you will never share their information or address with third parties. It’s just good business.
3. Goal Oriented
Effective email marketing has a very clearly defined set of goals. To make it simple, every email message should stick to just one goal and use language that makes it as easy as possible for the recipient to act in a way that helps you accomplish that goal. Keep your emails clear and concise, make it obvious why you’re writing them, demonstrate your value by showing the recipient that you respect their time, keep your correspondence personal, professional and direct. No beating around the bush!
4. From Name and Email Address
A big part of effective email marketing is ensuring that your messages not only gets through spam filters, but that the sender (you or someone at your company) is recognized. The name you list in the “From” field should be consistent with the name in the actual email address. When the email arrives in the recipient inbox, the sender should most likely be a person – i.e. “Eric Baum from Bluleadz” and the actual email address should be firstname.lastname@example.org. This consistency improves both the rate of the email getting through filters, and the likelihood that the email will be opened.
5. Subject Line
The subject line of your email is one of the most important pieces of the correspondence. Whatever you write in the body of the email is inconsequential if the message never gets opened. Crafting the perfect subject line is so important that some email marketers spend just as much time coming up with it as they do writing the content of the email. Spend the time to write something enticing and alluring – something so interesting and attractive that it is hard not to get curious and open the message.
6. The Body of the Email
Take a second to think about how you read emails from businesses or anyone who is not a friend or family member. You probably don’t spend too much time or energy – a matter of seconds – skimming the first few sentences to see if there is anything valuable for you there. Keep this in mind when you’re crafting the body of your email, and make sure you’re getting to the point, in a way that speaks directly to the recipient. Use 1-to-1 language, so that the reader at least feels like they’re reading a message from a friend. If you start plugging your business and telling people how great you are in the first lines of an email, the delete key will be just a click away. Get to the point and give the reader a call to action that they can access with one click, and don’t put too many words between the greeting and this link.
7. Signature and Footer
You should have a very simple but consistent signature that lists all of your contact information and links to your social media channels, so that the recipient can find you online. Even if they are not going to follow the call to action of your email, at the very least, maybe they’ll say “oh, look, they’re on Facebook, maybe I should join them there to see what else they have to say.”