Building a list and designing an email marketing campaign go hand-in-hand. In fact, one simply cannot survive without the other. However, if we were asked to rate them in terms of their importance, our vote goes for the marketing campaign that centers on the message mailed to customers. A well-thought out campaign is the only way to sustain the interests of existing clients and rope in new ones.
So, what makes a successful email marketing campaign? We have the ingredients to the secret sauce right here!
1. The Header
The header is probably the first part of the message your readers will view. They invariably use it as a measure to decide whether they should continue reading or not. Keep it short yet concise. It should also be enticing so as to grab attention. Experts usually suggest a header in text format rather than images as image visibility might be an issue on some web browsers.
2. The Logo
The logo is your salesperson. It is the identity of your business. Put it in a place where it is easily visible so that people can tell who the email is from at a glance.
3. A Call to Action
The main motive behind sending out promotional emails is to have your readers click through the links. The message should have a call to action (CTA) preferably in the HTML format.
4. Balance of Text and Images
Too much of text can be tedious to read through. Too many images can be equally frustrating especially if the images do not load or do not download automatically. Hence, keep the ratio between the text and images in a balance so that they you can convey your message effectively.
5. Contact Information
Readers might like your message and might be willing to get back to you, but not being able to find contact information immediately might force them to postpone doing it. Add a link or a phone number so that they can contact you easily.
6. Mobile Optimized
Given that we live in a smartphone age, the email campaigns must be optimized for a variety of mobile platforms. This enables viewing on a variety of devices be it a laptop, tablet, or smartphone.
7. Segmentation
It is based on personalization. It involves categorizing your readers on the basis of their interests taking into account factors such as the number of mails that were opened, the amount of time spent on reading the email and the content downloaded from the email as well as the site. Thus, instead of sending out stock messages, you can mail messages that are customized to your readers needs.
8. Social Shares
You cannot leave out social media. Drop in social share buttons so that readers can spread the message to their social circles should they find the message interesting. Work at least with the major social medial platforms.
9. Testing
This involves previewing what the final result looks like, how long it takes to load and if there are any issues with image visibility. You should also proof your messages for components that might cause it to end up in the spam box.
10. Opt-out Link
Finally, include an opt-out link allowing your readers an opportunity to say no to future newsletters or promotional emails from your company.
Creating an email marketing campaign involves putting your creativity and intelligence to the test. However, if you stick with the aspects listed above, you will come out with a winning email marketing campaign.