What makes an email marketing campaign successful?
A marketers worst nightmare – running an email campaign only to realise that practically all of its recipients have ignored the emails call to action, or worse, haven’t even bothered to open the email that will continue to sit in the recipients inbox unread forever.
But can you even blame the recipient. You, as a consumer also receive these marketing emails on a daily basis. We all understand the frustration of receiving bland uninteresting emails day in and day out, leaving us with the temptation of unsubscribing from mailing lists all together.
Then, on that rare occasion, we are hit with that one email which has the power of changing consumer behaviour; which captures our attention with its fine detail, its unique design and its convincing tone. Emails need to be structured and need to have certain characteristics to ensure that your recipients do not miss your emails any longer in their overflowing inboxes.
At the end of the day, a marketer’s goal is to ensure they are running successful email campaigns, which will result the recipient in following through and taking action. As a long-term measure of success, you want to ensure that the recipient will continue to engage with your business and to receive your emails enthusiastically to win future sales.
So what makes a marketing campaign so effective?
Personalisation and Imagery
It is always much more effective to personalise an email to the reader and address it to the recipient directly to capture their attention. Very few people respond to a “Dear Sir/Madam” as the significance of the email becomes irrelevant. Make sure you address your client and engage with them on a personal level. Further, no recipient has the time in their busy schedule to read through slabs of text you have just provided them to understand what you are trying to portray. Imagery has proven to be extremely powerful in addressing your emails intention. Remember to use interesting graphics which will tell your story quickly and to the point.. after all, you know what they say, a picture is worth a 1000 words.
Email marketing campaigns must consider all the various devices consumers are using to access emails, whether it be on desktop, tablet, and smartphone. What we mean by this is that emails need to be device responsive and to provide the same user experience across the various devices. This is particularly important on mobile device as majority of our emails are read on the go on mobile and it has become so easy to respond immediately.
Call – To – Action
This is the crucial part where your recipient has viewed your email and must now make the all-important decision to respond. You need to ensure that you have conveyed your message clearly through your email and that the recipient understands exactly what you are trying to portray. If the recipient is to respond directly from the email, make sure that the call – to- action button is visibly placed and that the user experience is simple and easy. Remember, you have taken up someone’s valuable time with your email campaign. You must provide a clear and precise message before your lose their interest.
There are primarily three email types you should consider when structuring your email campaign, depending on the outcome you are trying achieve and also the message you are tying send across.
Promotional emails: informing the recipient of the various sales. It’s an opportunity to promote your goods or services with enticing offers.
Relational emails: Allows you to engage with the recipient and create a relationship. These include sending regular informative newsletters as well as giveaways.
Transactional emails: These are emails which are triggered post an action taken by the recipient. for example, if a recipient signs up to your mailing list, an email would ideally be triggered to the recipient thanking them and providing details of what to expect.
So how effective will your next email campaign be? How will you ensure that you will capture the attention of your recipient? Will they notice your email in their inbox? Can you portray a strong message that will leave your recipient wanting more? These are the questions you need to be asking yourself. A marketers’ goals are quite simple. A marketer wants to generate leads that will convert to sales. They want to create a long-term relationship with the recipient and ensure that the recipient will remain loyal. So go on then, think about how you want to do this and apply the necessary steps that will ensure that you will run a successful campaign each and every time.