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Email campaigns can be one of your most effective tools in driving traffic to your site and heightening conversions. In fact, email marketing is so popular and so effective that statistics show that 33% of all marketers send emails a few times a week. Another 26% send emails several times a month. Email marketing is so highly effective because you are targeting your direct audience with content that you know they want to see (hopefully).
So, how do you put together an effective campaign? How do you ensure you gain those opens and click-throughs to your site? We thought we would unpack everything you need to know about the secret to successful email marketing and how you can achieve it.
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Have a Good Email Template in Place
One of the secrets that successful marketers have about their emails is that they use templates. They create the template from the outset and re-use it, simply changing up the information within the email based on their needs.
They do this for two reasons. Firstly, it reduces the amount of work and resources they need for the creation of the email. This is because they simply need to concentrate on the content and not the entire new structure. Secondly, your customers become accustomed to your emails and know what to expect from them.
In saying that, it is important to know that not all of your emails will be the same. Your weekly blog template will be different from your follow up email template, for example. But if you get them all streamlined from the outset, you will have all of your templates ready to go.
Focus on Your Content
Give your customer something interesting to read. As much as you are using your emails for advertising and conversions, you don’t want to make this too obvious from the outset. Blatant advertising campaigns actually tend to reduce your open rate and increase your bounce rate. So focus on what will actually get people to open them.
Brands globally have found that customers are interested in content that is educational, informative, and entertaining. They tend to click on emails that will actually impact them and provide them with something they need. So, consider getting some really good blogs written about your products and services, and using that in your emails.
The other aspect to consider is that your content needs to be carefully curated for your emails. Not only does it need to be a good balance of selling and educational, it also needs to be totally unique. Finding a good plagiarism checker to ensure that your content is totally unique will set you aside from your competitors. Moreover, it will also keep you out of any intellectual property trouble.
Focus on the Email Features
Everything about your emails should be tried and tested, but there are a few golden rules that you need to adhere to.
Craft Punchy Subject Lines
Subject lines should be short and punchy. They should get right to the point and make your customer want to open them. Make sure it is around forty to sixty characters and contains no more than nine words.
While you want the subject line to catch your customer’s attention, you want to also avoid overly used clickbait words. So while words like “free,” “buy now,” and “click here” might seem great, consider changing them up for more interesting language like “ask us how.”
Place CTAs Purposefully in a Marketing Email
You will want to focus on where your CTA’s are situated in your emails and how far down your customer needs to scroll.
We recommend that you introduce your email with a punchy headline, a paragraph of description about what your client wants to know and then immediately offering a CTA above the fold.
If they want to read more, provide more paragraphs of information. However, in many cases, you will notice that you will get more clicks from the first CTA in the first half of the email after your impact statement.
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Monitor, Measure, and Test Everything
Here is where a lot of marketers go wrong. They create a template, they start sending their campaigns, and they just keep sending the same templates without actually knowing whether they are working or not.
It is crucial to collect as much data as you can from your campaigns in order to know what is working and what isn’t. What is great about most email platforms is that they actually give you the stats you need.
From click-throughs to opens, to bounces, unsubscribes, and new subscribers, you can gain valuable information about how each campaign is doing. What works for your customer and what doesn’t? The information is right there, so you can adjust a strategy if necessary.
What is more, you will also be able to gain valuable insight into how far a customer scrolls down, where they click, and what CTA’s they use. So you will be able to adjust your templates regularly to optimize your conversion rate. Lastly, use this data against your data coming in from Google Analytics. All of this information will help you plan an effective future marketing campaign.
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The Bottom Line
Keep trying, testing, and experimenting. Your customer is always evolving and so should you. Once you find a great solution that really works for you, keep working at it and optimizing it for conversions.
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