The whole point of email marketing is to build
customer loyalty, strengthen your brand name and ultimately, boost sales by
increasing traffic (preferably, revenue generating traffic) to your website. An
unsaid objective is to avoid annoying the customer. So, what makes an email
marketing campaign successful?
Know your audience
1.
Your email list should comprise
of people who are actually interested in your product/service
2.
Recipients should be able to
easily unsubscribe or customize their subscription
Deliver an interesting/useful message
1.
Do some research on emails/newletters
that are successful. Wear your customer hat - why do you open some emails and
not others?
2.
Develop clear marketing goals
and what you want to achieve from the email marketing campaign. Also, consider
that email marketing should be used for what email does best: increase revenue, generate leads, strengthen
customer relationships, increase website traffic, and build brand awareness.
3.
Create a
subject line that is compelling to the target audience. Avoid using FREE in the
subject line - it is overused and gets treated as spam in the eyes of the
customer.
4.
Balance the
frequency of emails with the length of the message. Nobody likes to read a long
email.
Choosing the right format
1.
Use a mix of
rich media and text so recipients can read the content without having to view
the rich media
2.
Put the most
relevant information above the fold
Test your results
1.
Monitor results for each
campaign through analytical results
2.
Tweak your message as you go
along for the next email campaign
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