5 simple ways to make your emails campaign better

How many spam emails do you get a day that you don't open? Ten? Twenty? A hundred? Getting prospects to open emails, read them, and then take action, might seem a matter of luck but there's a definite science to it. With every email marketing campaign come analytics that help marketers understand what works and what doesn't. Testing different subject lines, calls to action and endorsements all help inform successful campaigns with high open and click through rates. This week's training covers a few basics to help you maximise the success of your email marketing campaign.

1) Get the subject line rightEmail

There’s an art to persuasive ‘action’ copy that makes the recipient want to read more. Ask questions in subject lines, tease another action out of the recipient with a bold statement, or play on aspirations or suspicions. Take a look at the following:

Makes you want to open the message and read on:

  • Find out how XX did XX in just one hour!
  • Why are your colleagues earning more than you?
  • You shouldn’t open this email if...
  • Valuable resource #2

Makes you want to pretend email was never invented and this is all a bad dream:

  • Hi there!
  • Top SEO agency
  • Disaster recovery technology for you

General tips on subject lines:

  • Keep the line 50 characters or less
  • Think carefully about using the person’s name in the subject line (some claim it makes the message look like spam, but others claim it increases open rates)
  • Pose a question
  • Make a geographical reference appropriate to the recipient, if possible

2) Make it scan-able

Make the email contents short and promote key features. A good way to ensure the most important information is conveyed quickly is using bullet points and sub headings within the message for key takeaways like product results for example. It’s also been suggested that centralising headings encourages the eye to move from section to section.

3) Get endorsed, be social and validate the offer

Endorsement encourages prospects to take you seriously and investigate your offering further. This can be done with:

  • Recognisable customer logos
  • Customer testimonials
  • Customer name drops
  • A customer case study video (also good for pushing traffic to your site)

Validation (i.e. making your organisation look like the real deal) can be achieved with simple clickable buttons. No one knows where a link in an email will lead. But a clickable button looks better and gives readers the impression that whatever you’re selling is valuable enough to bother creating a custom email template for. The other advantage is you can design the buttons to be bigger and more colourful in order to catch the eye, before moving them to wherever you want them in the body of the mail to make them stand out and as clickable as possible.       

Finally, social proof is important. If your recipients see all their industry peers/a greater audience have already committed to the action, then they’re more likely to as well. For example:

Results show 65% of managers in IT testing already understand the advantages of automating the process. Do you?  

4) Call to action (CTA)

This is the most important part of the email. This is where you get the recipient to take the action you want them to take. And this action falls into one of three categories:

  • Direct-response: Call, Register, Purchase, Checkout, Download, Donate
  • Lead generation: Contact us, Request a Quote, Start, Verify, Access, Receive, Fill in a form, Enrol
  • Engagement: Watch, See, View, Read, Discover, Uncover, Check Out, Visit

Make the CTA prominent and easy to access and consider offering an incentive to create a feeling of exclusivity and action urgency. For example:  

Want to improve test efficiency by 20-30%? Click here to contact an expert about RationalRunner or click here to sign up now. Use the code ‘TESTERS’ to get 10% off your first five user accounts – forever!

And make sure when the recipient does click through they see the CTA reflected on the landing page so they’re in no doubt this is where they want to be.

5) Metrics

The results of your current email marketing campaigns should inform future campaigns. If you have a very low click through rate, change your CTAs. If you have a low open rate (20 per cent is considered good), change your subject lines, or try changing the time or day the email is sent. Make sure you log and date all your changes so you can keep a record of what worked best, and to get good metrics make sure you’re using professional mail software – it’s inexpensive and works well – have a look at MailChimp and Constant Contact for starters. 

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