11 Quick Tips for an Effective Email Marketing Campaign

Email Marketing

Let me quickly introduce you to Email Marketing, an important channel of Digital Marketing.

Email Marketing is a form of marketing where business promotions are done through emails. It is the most cost-effective, fast and flexible element of Digital Marketing where you can find, motivate and engage with your customers. This channel has the highest conversion rates compared to other channels if implemented well.

Now, let’s dive deeper into tips for an effective email marketing strategy and check if you are doing it correctly.

Photo by Damian Zaleski on Unsplash

 

Tips for an Effective Email Marketing

1. Be aware of your Marketing objective. You should be aware of your marketing objective comprehensibly before creating an email marketing campaign and align it with your customer’s needs.

 

2. Focus on the subject line. Next, pay attention to your subject line. This is the determining factor of an email getting opened by your customer. It should be short, compelling, attractive and not misleading. Try to keep it within 41–50 characters.

 

Let’s look at an example. Uniqlo had sent me an email and the subject was so compelling which tempted me to open their email.

“Hey, where you been? Here’s $15!”

I couldn’t wait to grab the offer they were giving.

3. Craft your pre-headers well. Pre-headers/preview text is a piece of information that appears as a light grey text following the subject line before you open an email.

In the above example, Uniqlo sent me a Preview text “Use code: CU01–5KKGVTTTTVVB”. This is aligned with the campaign objective and subject line.

4. Do not forget Header must include your company’s logo. The header appears when you open the email and the company’s logo appears to you. You get to know that the mail is coming from which particular brand.

In the above example, when I opened the email I was clear that the mail was sent to me from Uniqlo.

Do not forget to place your company’s logo else chances of the mail getting read goes down.

 

5. Your Email body then plays a vital role after your email is opened. It should be aligned with the subject and not misleading. You can add images and videos to make it look attractive and trust me visual appeal has more impact than a normal mail with texts. No one reads the email in text only. Also, maintain a hierarchy of the email.

 

So Uniqlo passed in not misleading me from the subject. They have made the email clear and concise.

The email body should be focusing on your customers and concise. Please do not tell your entire company history in the email body. Value the time of your customers and get your chances of customers reading the mail and availing your services.

 

6. Include Call to Action buttons. I love talking about Call to Action (CTA)buttons. If you want your customers to take some action on the email you’ve sent do not forget my favorite Call to action button. You can add this and take your customers to the desired landing page you want.

In my above example, Uniqlo has inserted various CTA’s like SHOP SALE, SHOP NEW ARRIVALS, MEN, WOMEN, etc. I wanted to shop for the sale so it was easy for me to land on their sale page instead of visiting the website and filtering sale. The company’s marketing team clearly defined their objective of the email.

 

You can include as many as you want, depending on the company’s marketing objective but a singular CTA is most prominent and entices your audience to click on it. The CTA should be attractive and again “NO MISLEADING YOUR CUSTOMERS”.

7. Include links to your social profile. Don’t forget to add links to your social profile.

An example is shown below from Uniqlo.

 

8. Understand the importance of Footer. The footer of the email is a sensitive part where certain mandatory details need to be filled in like your company’s mailing address, the opt-out button, opt-in button, etc.

 Certain countries have made it mandatory to mention it. CAN-SPAM Act is available for America. It’s always preferable to include an opt-out link so that customers are not irritated.
 

9. DO NOT send spam emails. It is illegal to send spam emails.

10. While creating the contact form in your website avoid making it lengthy.  Just ask for the customer’s name, email or phone number if needed. Avoid making a customer fill his/her age, date of birth, mailing address, etc. This way you will be able to gather some good quality email addresses. Lengthy forms are avoided by customers. Customize it as per your marketing objectives.

 11. Care about the mobile appearance of your email. Design your email keeping in mind that most of the emails will be opened in mobiles. Before finalizing please…please..please do not forget to check how the email appears in the mobile view.

Email Marketing is a very crucial tool in Digital Marketing and if used wisely you will see a good amount of conversions happening. Know your country’s spam law before creating an email campaign.

Click on the image to know about The Email Spam Law Collection

An email should be clear, concise and customer focussed. Lengthy emails lead to ignorance of 90% of the time.

Use more visual appeal and avoid too much text. Images should be of high quality. Remember it should be attractive enough to drive your customer to your landing page and use consistent colors and fonts across all marketing promotions.

Happy Email Marketing!