In the never-ending quest for better conversions and leads, many brands and marketers are turning to email marketing as a means of getting in touch with potential customers. And what is perhaps most attractive about email marketing is the fact that every lead can be traced and measured. There is no missing out on sales because you didn’t have the right email list or you randomly chose to blast your message to a thousand people rather than targeting niche groups of potential customers. With email marketing, you know precisely who you’re reaching out to and how you can continue to engage with them. But while it’s true that email marketing is a useful tool, it’s also incredibly important to keep the right content and frequency in mind as you’re implementing a strategy.
Experiment With Different Formats
One of the first things you will want to do once you’ve started gathering email addresses is to start experimenting with different formats for your messages. You don’t need to stick to one format to achieve success with email marketing, and in fact, you can use various tools to test out varying styles and determine which ones perform best for your particular audience.
There are few certainties in life, but one of them is that every brand and every marketer will have a different audience and will need to find the right mix of content to engage with them. Luckily, with email marketing, you will have a chance to experiment with different formats and discover which ones work best for your needs.
Use A/B Testing
Another powerful tool for marketers is A/B testing. This allows you to compare different versions of an email to determine which one is most effective. Consider running a test with two variations, A and B. You will send out A, and then you will compare the results to the audience that received B. This gives you an idea of whether or not you should send out a different version of the email to keep the interest of your readers and increase the chance of a positive response.
If you’re wondering how to A/B test email campaigns, take a look at this simple guide from HubSpot. Not only will this help you understand the process, but it will also give you some ideas on what to test as well.
Although this might seem like an obvious point to make, whenever you’re sending out an email, you should always be considering whether or not to send it personally. Even if you’re sending the mail to a large group of people, you still need to put a face on it because people trust those they know will keep their interests at heart. When someone feels like they’ve connected with you on a personal level through an email, regardless of the subject matter, they are much more likely to be interested in what you have to say because they feel like you already know them.
The more personalized you can make your emails, the better. If possible, use a tool like Hello Bar to create a free account, and you can start creating personalized emails right away.
Make Use Of Visuals
With video content taking over the internet, having an image within an image is more useful than ever before in grabbing someone’s attention. Rather than just using text to describe your product or service, you can also use a combination of text and images to showcase your offering in an engaging way.
When used correctly, visuals can help make your email more personal and less of a dry pitch. For example, if you’re talking about a website that you’ve built, you can include a screen shot of your site within the email.
Include multiple images and graphs to make your email more visually appealing.
Use High-Quality Material
One of the best things you can do for your email marketing campaign is to ensure that the material you’re sending out is of a high quality. Whether you’re sending a PDF document or you’re using an affiliate product to promote, make sure that the content is something that will engage your audience. If you’re sending an email promoting airline travel, make sure that the email contains a high-quality image of a destination rather than a stock photo.
Using unattributed photos and other graphics without proper licensing can seriously damage your marketing efforts. The fact is that people are much more likely to ignore or delete an email with a poor-quality image than they are to do the same with one that is of high quality.
Create Short But Stunning Headlines
Short attention spans have made their way into all areas of life, including marketing. If you’re looking to grab people’s attention, create a short and snappy headline that will intrigue them enough to want to find out more. You can play with words or use popular culture to your advantage.
For example, if you’re promoting an environmentally-friendly product, you can use a headline that incorporates the words “green” or “zero-waste” into it. Creating a short, snappy headline can be a fun exercise that will help you find the right hook for your email.
Include Plenty Of Calls To Action
If you’re looking to get someone to take action, one of the best things you can do for your email is to include multiple calls to action in each email pitch. Even if you’re promoting a free download, you can still ask your readers to please take action and share your content or visit your site for more information.
You can use buttons, links, or text directions to prompt your readers to take action. If you’re asking them to visit your site, you can use the
button to provide a small bit of helpful information.
If you’re promoting an affiliate product, you can use an affiliate button or link to get your audience to click through to a product that you’ve reviewed and endorsed. Displaying this badge or link can help build credibility and trust with your audience.
Measure The Results Of Your Campaign
If you’re looking to measure the results of your email marketing campaign, you have a variety of tools at your disposal. Some of the most popular ones include Mailchimp, HubSpot, and Google Analytics. Using a tool like Google Analytics will give you clear insight into the progress of your campaign and allow you to continue sending out improved versions of your email.
You can use the reports within Google Analytics to determine the subject matter of your emails and whether or not they’ve resulted in website traffic or sales. Additionally, you can use the tool to discover the optimal time to send out your emails.
As you can see, there are many things you can do to improve the results of your email marketing campaign. From creating personalized emails to using high-quality material, the better your results, the greater your reward.