No matter what you spend on marketing campaigns, the most critical question stays the same- how will it reach the target audience? While social media and TV can be turned off at will, email is something that a user is bound to look at. When an email hits our inbox, we will spare it a glance or two. That’s why email marketing is considered the most effective channel for B2B revenue generation.
Now that you know about the influence of email marketing, you should prepare to look for any and every opportunity that can turn your campaign into a huge success. With more than 144 billion emails sent every day, how do you craft one that stands out?
The first thing people look at is the subject line of your email message. Refrain from writing a subject line that is half a paragraph in itself. A study tracked 900 million emails and came to the conclusion that the 70-character subject line is long and ineffective. Keep the right balance when crafting the subject lines. Don’t make them so long and winding that they bore the readers.
Just avoid the dead zone, and you will be good to go. Otherwise, 47% of your recipients will be wondering if they should click on your email or not. Here are some things that make up a great email subject line:
- Urgency: when phrased correctly, if the subject is compelling the user to act instantly on an offer or service, it will have more chances of being clicked upon
- Relevance: trending topics always take the cake, because they attract a user’s attention on the best time, like sending a promo code to your store before Thanksgiving
- A story: when the subject line begins with a cool story that can only be read once the email is opened, you get more chances of raising a user’s curiosity
Personalization is the key to winning the email marketing game. However, the user may not feel comfortable when a random brand addresses them in an email. You can find a way around this by going into more detailed information about the choices and preferences of the user when they last visited your site/blog.
Starting this year, we will notice an increasing trend of creating experiences tailored to the choices of the customer. Marketers should make efforts for cross-channel personalization in real-time. For example, clothing brands can personalize subscription boxes to create an experience just for the specific users. Other customized features may contain a professional email signature to give the email more value as your brand.
The personalized email landing in a user’s inbox can have a massive effect on their buying decisions. The critical thing here is that if you are adopting the rule of personalization, do it in a meaningful way. It is not difficult to place the user’s name in your email, but it is difficult to cater to the user’s specific needs.
Most of your target users have a smartphone or tablet, and they use a mail app to read their emails. 56% users shifted to mobile apps to read emails in 2016, and the number has grown ever since. You must start thinking of your email campaign as it would look on a mobile device.
If you haven’t thought about mobile-based email marketing campaigns, 2018 is the year to jump on the bandwagon. The mobile expansion means that today’s marketer has to focus each campaign for mobile users more than desktop users. Create a multichannel scenario that puts your company in a win-win situation.
You can leverage mobile-based email templates to design an email message for your brand. Most of the templates are designed for many mobile screens so you can have a kickstart with their help. Keep the subject lines short, to cater to a small mobile screen. Otherwise, half of your email message will hide in a smaller screen. Customize the preheader text and make it as compelling as possible. Keep the image to text ratio in check for the best display results on a mobile screen. Always check the results on popular mobile devices, so you know what the user will see on their end.
Segmentation based Emails:
If you don’t know how to apply segmentation in an email campaign, the easiest thing way to explain it is that it is the process in which you distribute your email lists into targeted groups based on their preferences.
These are the ways how you can segment your users:
- Customer lists
- Product lists
- Newsletter list
- Email for daily communication
- HTML list
When you divide your email lists, you reap better rewards within the number of people you reach. Every user has a different goal to achieve with your company or brand, by segmenting your users, you help the users reach their goals. Some people want to know when a sale is coming up, while some people subscribed to a newsletter. Segmentation can also help you broadcast the message to the users who have not opened their emails in the last month.
Segmentation is not a difficult thing to do, but it surely takes a lot of time. That’s why many companies shy away from this hard work. You should master this art at the beginning of your email marketing campaign to draw the most value out of your leads.
We hope this guide has helped you grasp some key features of an email marketing campaign. We shared the following tips in this guide that can craft a good email campaign:
- Subject lines
- Cross-channel personalization
- Think mobile
To find out the success of your campaign, you can hire a reputation management service that can track the right metrics and set your campaign in the correct direction. Analytics is also an essential element in measuring the success of an email campaign. Analytics help you learn from your mistakes, so you don’t repeat them, and repeat the tips that benefited your campaign.
If you want to share a tip that helped you design a successful email campaign, our discussion forum is right under this guide.