A critical element to any digital marketing strategy, successful email marketing really comes down to two tactics – list building and campaigns. Before you can have a successful email marketing campaign, you need to have a solid list in your back pocket. So how do you go about building that list? And once the list is built, how do you create a successful campaign? Our email marketing experts here at Design Thinking are here to answer those questions for you.
Let’s start with a few tactics on how you can build up a resourceful email list. To begin, be sure to include your sign-up form everywhere you can think of that would make sense. That includes on your website’s home page, throughout your website, in your store, among your social media platforms, and even in your blogs (check out our subtle call out below!) If you can, try to offer something in exchange for them signing up such as a coupon or a free e-book download. When you do send an email, include social sharing and the ability for your subscribers to forward your email to friends to entice them to sign up for future campaigns.
Our team of designers make it easy for you to sit back and relax while we create attractive and professional email campaigns to your subscribers. It’s important to keep the following things in mind when it comes to crafting a campaign:
- Your goal – what are you hoping to accomplish with the email?
- Timing – when and how often do you want the campaign sent to your subscribers?
- Subject line – a great pre-header or subject line can really optimize your open rates
Now that you’ve built up your list and have a good idea of what you want to accomplish, you’re ready to start putting a campaign together. To give you a head start we’ve put together our top qualities of what makes an email campaign successful.
1. Strong content
Just like everything in marketing, content is king. Make the copy throughout your email attractive and inviting. The more an email looks like a personal conversation with a friend, the better. Don’t be afraid to use white space and humour. However, don’t waste your reader’s time with nonsense. Say what you need and provide links to more information if they wish to learn more.
As much as you want your campaigns to build loyalty and engagement with your target audience, you don’t want to overload them by sending too many emails. It’s quite the balancing act. When it comes down to it, there is no one-size-fits-all for this question. The key is to send emails when you have something worth saying to your audience.
The wonders of digital marketing provide an abundance of metrics which should guide every marketing decision you make. Some key metrics you should be watching when it comes to email marketing include:
- New subscribers and unsubscribe rates
- Campaign open rate
- Campaign click through rate
4. On-the-go campaigns
Making your content mobile-friendly is key to successful email marketing. Almost 50% of emails are opened on a mobile device. To make your campaigns mobile-friendly try using a one column template, bump up the font size for improved readability and make the call-to-action obvious and easy to tap.
If you’ve been thinking about expanding your digital marketing strategy to include email campaigns, now is the time to do it! We would welcome the opportunity to show you how we can make your marketing sizzle with our data-driven, results-oriented email campaigns. Contact us today or sign up for our e-newsletters to receive more free tips and tricks to take your marketing game to the next level.