Are you ready to get serious about your company’s email marketing strategy? If so, you’ll need to choose the right email marketing company, follow email marketing best practices, and learn the most critical components of a successful email marketing funnel. Building a successful email marketing campaign may take some effort, but once it’s set up, you can walk away and let it work for you.
What Is Email Marketing?
At its core, email marketing is using an email marketing platform to build and engage with an audience of your ideal customers. The most common kinds of email marketing funnels include welcome campaigns (welcoming new customers to your business), sales email funnels (selling a new service through a series of emails), and newsletters (weekly, biweekly, or monthly email updates). Email marketing is arguably the most essential form of marketing because it allows you to speak directly to your clients and prospective clients. With the constant changes in social media algorithms and the high cost of traditional marketing, email marketing offers a predictable, practical, and affordable marketing solution.
1. Choose The Right Email Marketing Server
Not all email marketing companies are created equal. Depending on the size of your email list, your budget, and the flexibility you need in your campaigns, you’ll need to do some research. MailChimp is a good option for people who are just getting started with a small list and minimal segmenting needs. Servers like Convert Kit and Active Campaign cost more, but have more flexibility and segmenting ability. There are all kinds of email marketing platforms out there, so do the research to choose the right one.
2. A/B Test Your Subject Lines
A good subject line is the most important part of a successful email. After all, if your customer doesn’t open the email, the content doesn’t really matter. Once you have a few subject options you like, A/B test them for a month. Then, use the winner in your ongoing campaigns.
3. Create “Speed Bumps” In Your Email Copy
When you’re driving down the road and hit a speed bump, you have to slow down. The same thing happens with your eyes when they see bold text. The eye is naturally drawn to it. You can take advantage of this when writing emails by building in “speed bumps” in the copy. Choose the main message of your email, and say it in a few different ways throughout the body. Speed bumps are most effective when the text is a single line (not part of a paragraph) and bolded. Solid ideas for speed bumps include CTAs, contact requests, and links.
4. Create Compelling Preview Text
After your subject line, the preview text is the most important part of your message. If the subject is intriguing, but not a 100% sell, the preview text can send your reader over the edge into curiosity territory. That’s when they click “open.” Preview text should address the outcome your reader will achieve by opening the email. Keep it short and sweet.
5. Have Only One Call To Action
Having more than once CTA (call to action) can do more harm than good. An email full of links can confuse or overwhelm your audience: two things you want to avoid in all of your marketing. Instead, choose a single goal for each email you send and use that as the CTA.
6. Use Consistent Branding
It’s important that your audience immediately recognizes your content. Use a consistent “From” category, banner or images, and sign-off message. This doesn’t mean sending the same kinds of emails and canned content. Your emails should be recognizable and consistent, but exciting and enticing.
7. Write Quickly
Writing your emails quickly is one of the best ways to ensure your voice will come through the text. Note: Don’t send these emails as quickly as you write them. Editing is your friend. But the initial content should come from the heart. Your audience will appreciate reading content that sounds like you, personifies your brand, and allows them to connect with your company on a deeper level. Honest, genuine communication is also much more likely to increase your conversion rates than overly professional or constructed content.
Building a solid email marketing campaign takes time and effort. You’ll likely have a bit of trial and error. But the result is a completely in-house solution for customer relationship management, sales, engagement, and building brand loyalty. In other words, it’s worth the effort. Contact us today to learn how to optimize your email marketing strategy.