Create the perfect email marketing campaign

Take time over your marketing campaign

You’re putting money and effort into producing it, so you want to make it look professional. Not only will a rushed marketing email not get the results you want, but it could also damage your reputation and relationships with your customers. Take time to plan, test and monitor your email marketing campaign.

Get the subject line right

The subject line is the first contact you have with your recipient; it’s the make or break point of your email. If the subject line doesn’t click with them, they may not even bother opening it, it needs to be both interesting and relevant. You need to reassure them of who you are and why you are emailing them. Studies show that having the company name in the subject line can also increase the opening rates.

Get the timing right

The time to send out your email will differ depending on your subject and target audience. You wouldn’t send an email marketing to a student at 9am on a Monday morning, or to working professionals at 11pm on a Sunday night. Also you don’t want to just click send whenever you’ve finished designing the email. Plan when would be appropriate and do test runs to see what time and day of the week is most effective.

Use correct punctuation!

If you want to emphasise something, don’t just use exclamation marks. The sentence should be significant enough on its own by the way it is worded without the need for extra emphasis.

Be to the point

Write your email in short sentences that are to the point to keep your readers attention. They don’t have time to read an essay on why they should buy your product or service, so you only have the first few lines to get your point across.

Have appropriate content

People get hundreds of emails, so make yours worth reading. What you put in the email should be useful, interesting and relevant to your customer. By sending the same email to a large group of people it will appear unprofessional and impersonal, so aim to make your email marketing campaign ‘fit’ your consumers.

Give an ‘unsubscribe’ option

To avoid your email being labelled as spam, give customers an easy-to-use ‘unsubscribe’ option. People will become annoyed if they keep being contacted by you when they are not interested. Having a short mailing list focused on interested customers will produce better results and save wasting resources.

Test your links

There is nothing worse than asking a recipient to click on a link, and the link takes them nowhere or to the wrong place. Rigorously test your links in your emails and newsletters to ensure they are perfect before sending them out.

Category: Getting started

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