Tips for Email Marketing Success

In the hunt for exceptional ROI, email marketing campaigns are a highly effective tool. Rather than having to consistently follow up with your leads by phone, you can show up directly in people’s email inboxes. This sort of direct messaging marketing channel has the potential to achieve great results when done correctly.

Have a Goal in Mind

Each email you send to leads needs to have a specific goal in mind. Whether it’s for a seasonal promotion, trying to grow in a specific demographic, or any other goal you have, your emails should be made with the intent of hitting that goal. This will help your conversion rate by making the email more interesting and concise while also strategically leading the reader to a desired goal.

Make Your Emails Targeted

No email campaign should be one-size-fits-all. Your promotional emails need to be sent to people who are most likely to open them and take action on them. Take note of how you got the lead and gather all available metrics on what they are interested in. If you are sending emails to people who have no interest in the subject, you’re likely going to see your subscriber list shrink and your spam number grow. Segment your email contact list into different sections based on how the lead was gathered and what their interests are, then only send relevant emails to keep your subscribers and get the most conversions.

Make Your Subject Lines Attention-Grabbing and Relevant

Getting people to actually click on promotional emails can be a daunting task. People make ultra-fast judgements on whether or not to click an email. The keys to a good subject line are to keep it short—typically no more than seven words—grab people’s attention, and make them want to open the email and read more.

Good subject lines instill an emotion in the reader, as well as a sense of urgency. While a good subject line will achieve the crucial first step of earning a click, the clicks will be pointless without relevant content. If a reader opens an email due to a compelling subject line only to find the content of the email isn’t what they thought it was, they’re going to feel like their time was wasted, which leads us to the next point.

Include Focused Copy

Make your email copy compelling, relevant to the subject line, and geared towards the action you want the reader to take. If your email is strictly a promotion with the intent to make a sale, rather than a newsletter or blog, keep your copy focused and avoid the temptation to write paragraphs about your products. Cap off your copy with a clickable call to action (or two) urging the reader to take the next step down the sales funnel.

When it comes to the frequency of your emails, there’s no definitive answer on how often is just right, but a good place to start is a couple emails per recipient each month. You can experiment to see how often seems to work best, but definitely avoid the temptation to email each person everyday unless you want people to unsubscribe.

When you include all of the right ingredients for a good marketing email and nail down a frequency that seems to work best, you’ll see your conversion rates climb.