Email Marketing: 9 Steps to Maximise Your Campaign
Email Marketing has a greater Return On Investment (ROI) than any other form of advertising. It enables you to reach enormous amounts of customers at very little cost. If used to its full potential, it can convert potential customers into actual customers, at a very high rate! This means better customer – business relationships and more sales.
Here are 9 easy ways to maximise the effectiveness of your Email Marketing campaign.
STEP 1) Build Your List
This may sound obvious, but the bigger your list, the more effective your campaign will be. Building your list is tricky as you cannot just enter random email addresses. The best way is through an ‘opt-in’ button where people can subscribe to your newsletter.
Include your own opt-in button on as many of your web-pages as possible. It is particularly important to include one on your home page and your checkout/contact page if appropriate. You may want to refer to your opt-in button when writing Call-To-Actions. These may be at the end of blogs and web articles and could potentially attract more subscribers.
If you find that your list is becoming too large to manage, you may want to consider outsourcing. There are a lot of companies out there who specialise in maintaining lists for companies.
STEP 2) Find the Right Program
There are lots of different Email Marketing software websites available that will help you build and manage your list and enable you to construct professional looking emails.
Two of my favourite are MailChimp and Aweber. Both are free to use, but offer more ‘professional’ packages at a cost. There are more sites available with much the same features. They are unique in different ways so experiment to discover which site works best for you.
STEP 3) Make Your Subject STAND OUT.
For an Email Marketing Campaign to be successful, it is critical that you convey what’s in it for the customer as quickly as possible. If you fail to do this, your Email will not be read.
The first chance to do this is in the subject line. Make sure your subject is catchy, engaging and conveys what’s in for the customer. Make them want to click on, and read, your email.
STEP 4) Avoid Spam.
Be careful not to try and make your subject line stand out so much that you end up spamming.
Spam is Unsolicited Commercial Email (UCE). People often spend a long time sifting through the spam in their inbox so to avoid your email being caught up in this avoid using phrases such as FREE, No String Attached or ALL CAPITALS. It is also a legal requirement to always include an opt-out option for your subscribers.
Software that will help you filter spam is available on the internet.
STEP 5) Content is Key
The content of your email requires the most attention. Once you have attracted the reader’s attention through the subject line, you need to once again convey what’s in it for the customer, at the start of your email. Your content has to be good enough to convince them to keep reading on and follow your Call-To-Action at the end of the email.
STEP 6) Make It Look Good.
Looks are important. You want your email to look good and professional. Add pictures and headers to make your more attractive, but be careful not to overload your email and distract from your message.
Mail Chimp is a good platform for this, as you can edit the look of your email completely, from background to borders to headers.
STEP 7) Send It At The Right Time
It is important to think about when you’re sending your email. Research peak times, when your customers can sit down to read their emails. There is little point sending an email in the middle of the night.
STEP 8) Test, Test, Test
Test or preview your email before you send it and check if all your links are working. Emails often look different in an inbox to an editor.
STEP 9) Track Your Efforts
MailChimp, Aweber and other sites allow you to track the progress of your email. You will be able to see specifics such as how many people are opening your email or how many bounces you receive.