Every day, consumers receive automated emails from companies trying to promote their products and services to increase their sales. With so many emails being sent, it’s important to have an email marketing or email marketing strategy that makes customers want to open the email and ultimately click through to your website.
Given this, here we collect 7 of the best tips on how to create a successful and effective email marketing campaign.
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1. Personalization is king
Gone are the days when you send the same email to thousands of email addresses and expect it to be opened. Subscribers today want a personalized experience. Emails with personalized subjects are reportedly 26% more likely to be opened. It’s not just about the subject lines, personal acknowledgments in the main copy can also work well and are easy to do.
Once you’re a little more familiar with the basics, you might even start thinking about customizing the offer, images, and call-to-action based on the customer data you have.
For example, if you’re talking to a young mother with a daughter, why not customize the image to reflect that or use past sales data to offer related products?
You can also segment your list into smaller audience lists and tailor your emails for each audience segment. Email marketing software allows you to upload multiple contact lists (as Excel files) so you can send separate emails to each list. This will also help you identify which segment of your audience is most receptive/interested.
2. Show your loyal subscribers some love
It’s been a tough time for a number of brands in recent months, with many seeing a drop in their subscriber numbers. Remember: your most loyal subscribers are the ones who have stuck by you, continue to engage with your emails and have bought, so why not show them some love?
Let your most loyal subscribers know that their repeat habit hasn’t gone unnoticed and that you appreciate them!
You could celebrate their loyalty by offering them an added incentive that allows them to treat themselves or buy something for each other.
3. Get your email in the inbox
Both IP warmup and domain warmup need to start early.
As sending volume increases in frequency and volume, sudden spikes can cause email providers (such as Gmail or Yahoo) to throttle email delivery to your subscribers’ inboxes.
Clean your lists. If you plan to start emailing inactive subscribers (contacts you haven’t communicated with for 9-13 months), consider investing in a list-cleaning service.
Alternatively, consider a recovery or revival series for this segment. Include a specific call to action, a creative, and an offer.
4. Facing the mind, tip of the tongue
Always keep the customer in mind, strive to give them the best experience with your choice of content. Use a test and learn approach and set clear KPIs and work towards those goals. Finally, make sure you respect your customer data, be clear with the consumer about how you will market to them, and don’t deliberately make it difficult to unsubscribe. If your content is relevant, they will be delighted to receive your emails.
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5. Measurable goals
Do you know why you are sending the email and what you are trying to accomplish?
Make sure you understand this goal and how you will advance both your business needs and client goals once activated. Not only this, but make sure your goals are easily measurable with a success metric.
6. Make sure it’s mobile friendly
Lastly, and especially if you are targeting Millennials or Gen Z, who only use mobile devices, your emails must be mobile-friendly. Most email marketing platforms have now integrated with tools which offer email previews across all popular email clients, apps, and devices. This allows you to make sure your HTML emails look great in any format or on any device.
7. The importance of the matter
Even though the subject line is a small part of your email, it’s one of the first impressions customers will have of your brand. Therefore, it’s imperative to craft a compelling enough subject line to get people to click.
For example, creating a sense of urgency and scarcity in an email subject line can entice people to take action, especially when an offer or sale is about to end.
Personalization is also a great way to get your audience to open your email. You can really pique the customer’s interest by simply including their name or their favourite products in the subject line. Audiences want to feel unique and special, and tailoring your subject line can help with that.