If you’re looking to grow your email list (and lets be honest… who isn’t?), then it’s time to buckle down and figure out how to craft the perfect email marketing campaign.
You might be tempted to launch a mass emailing campaign in the hopes of reaching as many people as possible. While it’s true that a broad outreach can result in many more people becoming aware of your product or service, over-whelming your subscribers with irrelevant content is never a good idea.
Instead, you should aim to engage with your audience through relevant, interesting, and occasionally engaging content. When done right, marketing emails can be a source of good faith for engaged subscribers who are more likely to want to receive similar content in the future.
So, how can you craft the perfect email campaign? Let’s take a look.
Target your audience
Your strategy for sending effective marketing emails should start with the selection of a target audience. This is a group of people who will benefit the most from your message and are the ones most likely to buy your product or service. Before you begin sending out your emails, you should have a clear picture in mind of who you’re aiming them at. Think about the audience you have and the type of content they will value the most in your emails. Consider the demographics, psychographics, and digital behaviors of your ideal buyer persona.
Create meaningful content
Once you’ve determined your target audience, you can begin to flesh out the content for your email marketing campaign. What will you say in your email? Will you pitch them on a product or service? Will you encourage them to sign up for your mailing list?
Whatever it may be, your message should be relevant and easy to understand. To create meaningful content, you should look to sources outside of your campaign itself. According to HubSpot Blogs research, consumers connect more with brands that they recognize. If you can get a tweet, meme, or Instagram post that’s relevant to your target audience, you’ll be able to engage with your audience more effectively.
Make it personal
While you want to keep your audience in mind as you craft your content, you should never be afraid to get a little personal. Consumers appreciate authenticity and sincerity in marketing content, so try to find ways to incorporate your personal experiences with the products or services you represent. For example, if you sell women’s clothing, you could talk about your time working as a photographer’s assistant, how you overcame your fear of walking into a store alone, or why you believe your clothing will be valuable to the person you’re sending it to. Make sure you have real and measurable results to back up your claims. If you can, conduct customer surveys to get an idea of how effective your content is in engaging your audience and whether or not they have a better understanding of your company after reading your email.
Make sure your subject line is attention getting
When someone opens your email, your subject line should be attention grabbing. It should provoke a reaction so that your reader doesn’t simply delete it. To achieve this, you should consider using a clever headline or the first couple of sentences in your email. Once you’ve launched your email marketing campaign, you can always change the subject line to something more fitting. Remember, you can’t always rely on your headline or the first couple of sentences. After all, bad press can make or break your campaign. So, test out a few different headliners and see which one evokes the most interest from your subscribers.
Use a call to action
In your email, you should always have a call to action at the end. This is the part of the email where you tell the reader what to do in order to take action and continue down the path of engagement. This could be anything from inviting them to click a link to learn more, to signing up for a webinar, or purchasing a product. Designing a call to action that’s compelling and valuable to your audience will result in more participation.
Make sure your footer is consistent and easy to remember
The footer of your email should contain a small bit of information along with a call to action. If possible, you should use a consistent footer across all of your emails. This will make it easy for people to find additional resources if they want more information on the topics you cover in your campaign. A consistent footer will also make it easy for people to remember where they’ve heard from you before. If there’s no clear call to action in your footer, consider adding a link to a helpful page or resource that’s related to your message. This could be a sign that you’re trying to hard or that your email is unclear. Look to your audience and determine what they want based on what you know about them. With clear and compelling content, you’ll be able to engage with your audience and drive them to take action. This is the key to successful email marketing.