How to Skyrocket Your Email Marketing Success

April 22, 2019
Marketing

Use A Customized Email Marketing Checklist Before Clicking Send

Ever feel like your emails are falling a little short of customer expectations? Maybe your unsubscribe rates are higher than you’d like?

Successful businesses have proven strategies for their email campaigns. Once they understand the emails which convert best, they create templates and follow checklists to get even better results on the next email campaign.

Keep in mind you want to continually add customers to your email base. You probably already have an opt-in form on your website. If you have a brick and mortar store, you can also collect emails in store. (You do need to inform the customer that you want to use the email address to send them relevant information about your company, offers, promotions, etc.)

What do you do with all of these emails? You use them to further connect with your customers, to create a bond of trust, and to offer something of value, in whatever form.

Follow This Email Marketing Blueprint to Connect with Your Customers

Emailing your customer list is relatively low cost, should have high conversion rates, and is immune to forces beyond your control. Plus, you can run detailed analytics to understand your customers and examine the success of your marketing. As you look at ways to push your email campaigns to the next level, consider the following guidelines.

Make Sure You Have A Well-Defined Marketing Strategy

You want to completely understand your goals with each marketing campaign before you ever devise the email content. What exactly do you want to accomplish? Do you hope to:

• Attract New Leads

• Promote Your Business Product or Service

• Educate Your Customers

• Notify or Inform Your Customers

• Drive Traffic to Your Sales Page or Offer

• Drive Traffic to Your Website

Create An Email Schedule

It’s important to carefully plan the content of your email marketing initiatives. It’s also important to be consistent in sending emails. Out of sight, out of mind applies perfectly to the fickle nature of customers already bombarded with endless hourly additions to their inboxes.  Once you develop trust in your brand, your customers will be more consistent in opening your emails if they know when to expect them.

How often to email is a much-agonized over and debated question. There probably is not a definitive answer, but there certainly is a delicate balance between reaching your customers or being perceived as a nuisance.

How to Encourage Customers to Click on Email Links

Email marketing campaigns are launched with the goal of getting the customer to open the email and click on the links inside. If you have a high click to open rate but nobody is clicking on your links, the problem is almost definitely one of these three things:

1. The content is not effective. It might be boring, filled with grammatical errors, too generic to provide value, or visually unappealing.

2. Your Call-to-Action is confusing or missing altogether. Readers must understand exactly what you want them to do. You must have a very clear call-to-action. The link (or CTA Button) must be easy to locate.

3. You are targeting the wrong leads. This is a biggie. This happens when you send emails which are opened, but are not of interest or provide no value to the reader. For example, if you are a moving company but many of the leads on your email list have absolutely no intention of moving, they probably won’t click on your links.

How to Resolve Problems with Clicking on Email Links:

• Effective email Content with Purpose and Value for Every Campaign

Don’t direct sale or be too pushy. The most effective email campaigns today use storytelling and visualization to capture your customers and build connections. Read this for more content ideas and suggestions.

The key factor is having emails that are well- constructed and provide clear value to the customer. Too much text and customers tend to close the email without clicking on links.  Make sure photos and graphics work well within the email on every device.

Turbo-Charge Your Headline

You are confident your product fills a niche. Your service is the best in the biz. You have the greatest copywriter filling the email with content that is so genius it amazes even you - but - if nobody opens your emails, all the effort is for nothing. The answer: A Tantalizing Headline.

It pays great dividends to take the time to create a headline that will get the email opened. This does not mean promising something you are not delivering. Be creative, identifiable, and let your customers know something good awaits inside.

In general, Subject lines for emails are most effective when they are 5 words or less, and approximately 61 to 70 characters.

Subject lines that convey a sense of urgency, like a limited-time offer, or subjects that ask a question have high opening rates. Email subject lines that contain numbers are also great for opening rates because they give a sense of credibility.

One of the many benefits of segmenting your email lists is you can also tailor your Subject line to the desired audience. Once you think you’ve found the winning subject headline for your email, do a quick check with one of the many free headline tools.

Don’t Land in the SPAM Folder

Your customers should give you permission to send emails when they sign up for your list. Request they whitelist your email address so it goes in the right folder.

Avoid headlines filled with caps and words that trigger email SPAM filters. Devise subject lines that trigger your reader’s curiosity. Some of the most common words to avoid because they trigger email spam filters include:  Money, reminder, help, and free.

• Confirm Your CTA Links are Easy to See and Intuitive to Click

Almost every email marketing launch has one purpose in mind: to get customers to click on the links inside the email to drive sales or lay the foundation for future sales. The reader must understand you want the link to be clicked. You need to be very clear in the email. Sometimes creating a button instead of relying on a link within text is more effective.

• Ensure You Are Targeting The Right Leads

You want a list comprised of action-taking customers. If you find readers are actually opening your emails but don’t really click on the link inside, the problem may be that you have subscribers who are not interested in your product or service.

This doesn’t mean you have to eliminate them, or that you are not offering something of value to them. They obviously subscribed for a reason.

However, if your marketing campaign purpose is to drive customers to click on your email link to result in a sale, you need a responsive list. You can segment your email list into different categories, and then create separate email campaigns for each category. You can easily do this inside your CRM.

If you are uncertain about the needs of your subscribers, one popular way to find out is to create a short survey. You can ask what their needs are and how you can help. This gives you very specific information and helps to build trust as well.

Test Everything.

Last, but definitely not least, when you feel you have a solid email campaign ready to go, test the email before sending it to your list.

Does every link work? Does the email look great on every size screen? Do the images load properly? Do the fonts work within the overall scheme and design of the email?

Read the content and take a look at the punctuation. It’s simple to fix before you click send.

Skyrocket Your Success with this Email Marketing Checklist

By keeping track of what works and what doesn’t, you can tweak your business campaigns to get better opening rates and more response to your emails. Email marketing to the right leads is a low cost and highly effective way to get sales for your company, so optimizing your email campaigns is a valuable use of time.

Connie Yerbic

Connie Yerbic is an San Francisco-based entrepreneur and writer specializing in online tech, marketing, and productivity solutions for businesses. She enjoys traveling and performing with her rock/metal band.

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