Email marketing is vital to modern marketing strategies as it can assist your business in nurturing your customers and building a trusting relationship.
Setting Clear Goals
Aligning business and email marketing campaign goals is crucial to staying on track. Every email should have a purpose to drive your goal. For example, your goal could be to build brand awareness, to work towards this goal by ensuring your emails are attention-grabbing and consistent. This can lead to strong business recognition and therefore build your identity as a business.
Understanding Your Audience
Using tools such as sign-up forms to collect information from your subscribers is a brilliant way to understand your audience. From this data, you can utilise email segmentation to further target your subscriber base depending on the data collected. Segmenting your audience depending on engagement ensures you are sending relevant content to the correct subscribers. Personalising content to specific segments can drive engagement as subscribers can relate easily.
Crafting Compelling Content
With only seconds to grab your subscriber's attention, it is vital to create compelling content which will engage them. Designing an email layout and structure which tells a story with a clear and concise structure which resonates best with your audience can encourage engagement and therefore drive actions such as clicks and conversions. A different factor to consider is introducing personalisation within your content to give your subscribers a tailored experience. This can be done in many ways but a common use of personalisation is using your subscriber’s first name.
Designing for Impact
Building your email campaign which is designed to create an impact on your audience is a crucial factor in creating a successful email marketing campaign. To begin using mobile-optimisation is how can design content which engages your subscribers. 46% of emails are opened on mobiles, so designing emails which are accessible on mobile devices can maximise the reach of your email. Another factor would be using eye-catching images and graphics, implementing these within your email can contribute to conveying your message. However, it is important to not use images or graphics which have large file sizes as this can slow down the loading time of your email.
Implementing a Strong Call to Action (CTA)
To ensure your Call to Action (CTA) converts you need to know the purpose of the CTA, what do you want your subscriber to do? What is the goal of your email and CTA? Once you have identified your goal you can adjust your CTA accordingly. For example, in an email campaign that provides your subscribers with educational content, the CTA could be “Learn more” or Find out more”. You are guiding your subscribers to take the action you want them to take. Using action-drive wording is another way to implement a strong CTA, this is telling your subscriber what will happen once they click on the CTA. For example, an invitation email for an event might use CTAs like “Reserve my spot” or “I am attending”. These CTAs are direct and to the point, leaving no surprises for your subscribers.
In conclusion, understanding your audience, setting clear goals, creating compelling content, designing for impact and implementing strong CTA are key parts of creating a successful email marketing campaign.
Do you want to send compelling and engaging email campaigns to your subscribers? Get in touch with mira Marketing today, we are ready and waiting to transform your email marketing strategy.