5 tips for your email campaigns
Email marketing is a powerful marketing technique that helps business to grow their user base and revenue. Email marketing can be used to:
Activate your leads and convert them into customers:With email automation, you can set up specific emails to be sent to specific leads. These campaigns allow a high level of personalization.
Increase customer engagement and increase their lifetime value (LTV): It is cheaper to retain customers than acquire new ones. Re-activate these customers can help gain additional revenue from already customers.
Increase your brand awareness:Email campaigns can help you to communicate key business events and company news to your leads and customers. These emails help you to also communicate your brand values.
Every business needs email marketing. The strategy should be adapted to your industry and target.
If you have a small business and looking to improve your email campaign results, this article is for you. I will give you 5 tips to follow that will help you to achieve better results.
Segment your database
The power of email marketing lies in segmentation. Defining audiences and understanding their challenges and goals will help you to deliver a more personalised message. This personalisation of your message is the first step to success. Your database is made of leads that are at different stages of the buyer journey, customers with different purchases, and sometimes business partners.
You can use different data to segment your database: demographic, purchase information, online behaviors, sales conversation.
Personalise the subject line
Every day, we received many emails in our box and do not have the time to read them all. We prioritize and open what seems important or personalized. A personalized subject line catches the necessary attention needed to open an email to get more information. The personalized subject line is also proof of authenticity. Knowing your recipient’s first name can be proof of prior registration.
Be direct
Your readers are busy, therefore you have a small amount of time to display your message. If you have a BtoC business, your recipients read your message before work, at lunch, and after work. They have a limited amount of time and are highly solicited. After catching their attention with a personalized subject line, you have to deliver the expected information in a few lines. The purpose of the email needs to be described in the first lines. Then you can show secondary information.
Add clear CTA
Your email has a business purpose. You want these leads or customers to realize an action. These actions can be to realise a purchase on your website or book a call with your sales. This is why you have a CTA.
Don’t place too many CTA or links into your email. You need to lead the reader to one main action. I advise on the CTA button and one text link both leading to the same content.
Make sure your CTAs buttons are visible with the appropriate brand color and copy.
Use responsive template
Nowadays, More than 66% of emails are opened on mobile devices. Your template needs to adapt to the various support. This is why you need to use responsive templates. Responsive templates will adapt to the main device’s sizes from desktops to mobiles and tablets and provide a better user experience. The copy will be adapted to screen size improving readability and the CTA size will be adjusted alongside the copy to improve CTR.
