Is It Possible for Your Email Marketing to Kick Ass?

In a word, yes. But only if it’s done right. Here are 5 simple tactics to launching and sustaining an effective email marketing campaign.

 

  1. Subject Lines Matter

It might be bad practice to judge a book by its cover, but it’s also human nature. Email is no exception. As marketers, we have a split second to convince our subscribers to open our emails through a captivating subject line. A good subject line should convey emotion to its readers as it’s competing with the entire inbox for both time and attention. These emotions can range from excitement, to curiosity, and more; whatever makes sense for your brand. So what’s a good subject line? Consider this classic from BuzzFeed: “Not Cool, Guys.” And a bad line? How about: “Wednesday’s Newsletter!” First off, who cares? Secondly, you’ve given me no information or allure. Third, you used an exclamation point for something that’s about as boring as content gets. C’mon!

 

  1. Share Relevant Content

While we want to grab the reader’s attention, we don’t want to leave them unfulfilled, so do not fall short on any promises assumed from your subject line. While open rates are great, they are only the first step in the email’s journey. Content is equally important. Make sure you are sharing content that works in parallel with your campaign goals, while providing value to the subscriber. It it a lifestyle piece? Product information? Company news? To retain loyal readers, you must deliver on those content expectations. So what was the content that followed BuzzFeed’s “Not Cool Guys” subject line? It read: “Okay, WHO left the passive-aggressive sticky note on my fridge? Honestly, who acts like this?” It’s conversational, a bit chippy and magnetic. You want to read more.

 

  1. Segment Your Subscribers

The best way to ensure that your content is relevant to your subscribers is to think of them as individuals or small groups of individuals based on collected data and not one large list. Today, there is an abundance of data available to marketers. This information allows us to learn what subscribers like and dislike, where they are from, and other behavioral patterns. By segmenting your data, you can relate to them in a more powerful way, and ultimately, increase their brand loyalty. So how far down can you drill? Well in this HubSpot article, you can find 30 to slice up your email audience including something called the Satisfaction Index. Hmm!

 

  1. Lay It Out Right

An email’s layout is a large factor in its overall success. The layout should be built responsively allowing it to properly render on various devices. It should also have a visible and easily clickable CTA (call to action) that works seamlessly across platforms. And it should match your overall brand design and be recognizable to your audience. Most importantly, the email should make the reader feel something. If there’s no idea, no emotional connection, there’s very little chance the email will even get opened. So how do you make the reader feel something before they’ve even opened the email? See #1. Check out this email campaign we did for Peabody’s Interiors that incorporates the brand’s look and feel into the layout.

 

  1. Test & Repeat & Change & Repeat

There is no exact science to help you determine what will work for your brand. There are far too many different goals, audiences, and outside factors for any sort of bullet-proof formula. The best thing you can do for ongoing email marketing initiatives is to take controlled risks, test, and find what works for you. What should you test? Well there’s the classic A/B option that consists of two distinct versions which will determine the most effective version. And you can always try changing up the subject line. But there are other ways to tweak your campaign improve its performance. When you find something that works, stick with it. Until it doesn’t.

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