5 Basic Elements of a Successful Email Marketing Campaign
Email marketing is still the most effective marketing technique available to businesses today. So how do you make sure your business is doing it right? There are 5 basic elements to any successful email program online:
- A compelling subject line
- Ensure the email is mobile friendly
- Include a call to action
- Include social media share buttons
- Track the results
These 5 elements will ensure that emails are opened, read and add value to your business.
A Compelling Subject Line
Most people receive far more emails than they are interested in reading. In self-defense many will only open emails with subject lines they find interesting, even when they have signed up for emails from the sender. It is important to send the right emails to the right people and use a subject line that they will open. Here are some tips:
- Understand what information they are interested in getting
- Stay away from spam words like never, #1, check and urgent
- Don’t use all caps or exclamation points
- Split test subject lines
- Stay under 50 characters
- Offer something of value
- Make them curious or excited about reading the email
If you consistently create compelling subject lines and provide helpful information readers are more likely to open emails consistently and act on the contents.
Today it seems that everyone has a smart phone or tablet. As a result they use them to check email. If an email is not mobile friendly it is more likely to be deleted or ignored. Many email programs now include the ability to detect what type of device is being used to view the email and automatically configure the email. It is still a good idea to check this before sending the email.
Include a Call to Action
With a great subject line to encourage opening the email it is vital to include a call to action in every email. This doesn’t mean selling something in every email. In fact it is a good idea to only sell something every 5 or 6 emails. However by asking readers to share with their friends, like on Facebook, ask for more information or leave a comment they get used to acting on a request. Getting readers to get in the habit of taking action will make it more likely they will take action on making a purchase.
Include Social Media Share Buttons
Part of using email marketing is getting current readers to advertise for you. By writing compelling emails with sharable information and then asking them to share it you will grow your reach. Of course it is important to make it easy for readers to share, so make sure social share buttons are available where they will be easily seen and used. Don’t forget to ask readers to share too.
Track the Results
The final step of any successful email marketing campaign is tracking the results. Understanding which emails got opened, which links were clicked, which emails were shared and how the list has grown are all vital to improving the campaign. Part of tracking is split testing everything. This includes:
- Subject lines
- Text size and type
- Call to action
- Deliver day/time
In short, test everything to make sure what is used is the most effective. Small changes can have significant impacts. Something as small as varying what day a regular newsletter is delivered can mean the difference between a 10% open rate and a 30% open rate.
An effective email campaign will add dollars to the bottom line of any business. An ineffective email campaign will just waste time and energy. For more information on creating an email marketing campaign for your business contact us.