Think email is a relic of an era come and gone? Think again. Email is the most inexpensive way to stay in front of your audience and be relevant. Here are 7 tips for a successful email campaign…
1. Your subject line is what gets your email opened. Make it count!
Let’s face it – most people will not open your email. Your subject line is the only thing standing between your email and the trash folder. Try to keep your subject lines under 50 characters to cater to the ever-growing use of mobile devices. Whenever possible, explain the purpose of your email within the first 3 words.
Remember, clarity beats cleverness. You don’t have to be a poet, just tell your leads exactly why they should open your email.
2. A/B test everything.
You should ALWAYS be split testing your emails in your email campaign.
Looking to improve your open rate? Split test your subject lines. Try split testing your subject line against one that asks the reader a question. How about using first name or location personalization? A quick Google search will show that subject line personalization has mixed results, but that is precisely why you should be split testing it.
See what works best for YOUR company and YOUR brand. If you’re a business to business company, try personalizing your subject lines with the recipient’s company name.
The subject line is not the only thing you can split test. Here are a few other things you can experiment with:
- Content length
- HTML vs. text content
- Call to action
- Day of week
- Time of day
3. Don’t forget a call to action.
What do you want the readers to do? Do you want them to fill out a form? Reply to the email? Call you? Let them know! And be persuasive – give them a REASON. (Something free never hurts.)
4. Treat your subscribers like longtime friends.
Stop treating your customers and prospects like numbers. When writing an email, imagine you’re only sending it to a single friend. Now match that tone, but don’t be creepy.
5. Offer something valuable.
Valuable doesn’t have to mean expensive. Offer something that benefits the reader to make your email WORTH reading. If your email campaigns are only focused on selling, your subscribers will lose interest and stop reading, or worse – unsubscribe. A link to a helpful article, a free report, or maybe just a little inspiration should do the trick.
6. NEVER BUY AN EMAIL LIST.
NEVER BUY AN EMAIL LIST.
Got it? Good.
Sure, there are legitimate email list providers out there, but it’s just not worth the risk of low performance rates or ending up on a blacklist. Most email marketing services insist that you use an opt-in list anyway. You only need a form on your website to gain email leads. It may take some time, but the quality of leads who have opted into your emails will secure higher open rates and a much lesser chance of getting yourself blacklisted. Don’t buy email lists.
7. Be creative!
Change it up once in a while… live a little! Your subscribers don’t want to see the same thing over and over, so catch yourself when you’re getting too repetitive. Switch it up and keep them guessing. Do you always send perfectly formatted HTML emails? Try sending a super personal-looking text email from a single person at your company. You’ll probably be surprised at which changes get a good response!