So you’re thinking of implementing an E-mail campaign. The challenge is obvious: what can you really do to make sure that those E-mails get opened and read before they’re sent to trash? Cool, sleek graphics? A hard-to-resist subject line? Persuasive copy?
Below we explore more tips and strategies for creating a successful E-mail campaign. Of course, these extend beyond hiring the best graphic artist in the world, or waxing poetic on the sales pitch contained in your E-mail.
Use A/B split testing
Success often comes after lots of trial and error. Better, of course, if it’s trial instead of error. So try A/B split tests. These entail experimenting with E-mail campaigns by using different headlines and content. Find out from these tests the answers to questions like: Which subject line gets me better open rates? What time and what day works best for my E-mail campaign? Are times and dates even factors in my click rate?
There’s lots of A/B split testing software products out there that you can run; your choice depends really on what your needs are. But the key is this: test, test, test. If you don’t test, you won’t know which succeeds. And which doesn’t work.
Segment your Subscribers
The reason why some people automatically delete e-mails from marketing campaigns is because it’s not really relevant to them. So segment your readers. Send targeted E-mails to people who will actually find your content relevant. Segment them according to specific interest, or subscription date, or geographic location, or even type of client.
Boost Response from your Subscribers
The first step is getting people to subscribe to your e-mail campaign. But the most important step is getting them to actually read your e-mail. And keep reading, for when you send the next ones. The solution? Quality content.
Always have something unique, creative, interesting, and response-provoking to say; if you don’t, then wait until you do. After all, people simply won’t continue reading if they find the content boring. Turn them off the first time and they may not even bother opening the e-mail the next time. Your e-mail campaign or newsletter doesn’t have to be long. It has to be a can’t-miss.
Review your stats
Find a way to monitor the effectiveness of your previous or your test e-mail campaigns. Some of the useful stats include: open rates, click rates, soft bounces, hard bounces, and even abuse complaint rates. Once you find out what your averages are in these, you can benchmark them according to your industry or business size.
You can even use the data to determine how you will segment your readers. Remember: information is power. Your e-mail marketing stats will help you make informed decisions that can inspire the success of your next e-mail campaign. Call Lakeshore Branding today to learn how we can help you build and manage your e-mail marketing!
*The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the US, 2008-2009 Edition. Published October 2008 by the Direct Marketing Association.