Have you ever wondered how some companies can churn out perfect emails and brilliant web content, while others struggle to keep their email campaigns basic and neat?
Whether you’re an experienced marketer or you’re just getting started, there are certain techniques and strategies that you can follow to write the perfect email marketing campaign. In this article, we will discuss six tips to write the perfect email marketing campaign.
Find your focus group
The first and most important step to writing a successful email campaign is to identify the right target audience for your content. Your email marketing campaign will fail if you don’t focus on a specific group of people. The most effective way of doing this is by identifying your target audience’s interests first, and then using this to tailor your content. For example, if you’re marketing dental products, your main focus group might be patients who are interested in oral health. Once you’ve established this, you can move on to the next step.
Understand your objectives
Before you write a single word, you need to understand your objectives for the email campaign. Simply put, you want to achieve a certain amount of success with a particular group of people. To determine how successful your campaign is, you need to set a numerical target (this is called a SMART goal – Specific, Measurable, Achievable, Realistic, and Timely). For example, if you’re email marketing for a company that provides dental appliances, your goal might be to get as many people as possible to open your email and click on a specific link. Once you’ve set your goal, you can work on improving your chances of achieving it.
Create key compelling messages
In addition to establishing your target audience, you need to craft key compelling messages for your campaign. A compelling message will grab your audience and keep them engaged with your content. If you want to write the perfect email marketing campaign, start by asking yourself questions about what would make your readers interested in your content. What’s the main point you’re trying to make with this email? What would make them click on a particular link or fill out a form on your website? To create a key compelling message, you need to write down the main points of your text and rearrange them into a compelling message. You can use an email marketing tool to help you craft a winning message – many providers give you trial versions for free, which makes this step pretty effortless.
Identify key marketing metrics
Once you’ve got your key compelling messages, you need to work on selecting the right metrics to track for the email campaign. The ideal scenario would be to track the number of sign-ups, downloads or sales that are directly related to your key messaging. For instance, if you’re marketing a diet plan and your key message is to encourage your readers to get physically active, your ideal metrics would be the number of people who signed up for your email newsletter or purchased your eBook after reading it. There is, however, no set formula for this as it depends on what you’re trying to achieve. You might track the number of people who click on a particular link within an email or fill out a form on your website. Metrics will help you determine how effective your campaign was and if you need to make changes and refine your strategy. Don’t get too absorbed in trying to track every little bit of data though – the more you track, the more you’ll overwhelm yourself.
Determine the purpose of the email
Another important tip on how to write the perfect email marketing campaign is to determine its purpose. The best practice for writing an email is to try and persuade the recipient to take some sort of action. Whether that’s signing up for your newsletter or providing their email address to you, your goal is to get the person to take some sort of action that will benefit you. For example, if you’re marketing a holiday resort, your goal might be to get people to book a vacation or make a reservation at one of your hotels. The most effective way of doing this is by using a strong call-to-action (CTA). A CTA can be something as simple as “click here to learn more,” to “make a reservation now!”
Before you put a CTA in your email, ask yourself “How will I know they’ve taken the action I want?” The answer to this question will guide you in the right direction. If you want your email to be effective, you need to include a CTA in each and every piece of mail you send out. A/B testing is extremely useful in this case – you can randomly send out some versions of the email with a CTA and see which one generates the most clicks or bookings. This kind of testing lets you find the most effective CTA without having to guesswork – it’s all in the data.
Craft a perfect subject line
The subject line of your email is the one thing that will make or break your email campaign. Before you put a marketing email into action, you need to make sure that your subject line is compelling and easy to understand. The best practice for creating a perfect subject line is to simply ask yourself questions about what would make your email special or unique. An easy way to do this is to try out different headings or variations of the subject line and see which one generates the most interest. If you’d like some help with this, use a free email marketing tool and compare the results of multiple subject lines to find the best one. Alternatively, you could use a trial subscription to Subject Line Lab, which gives you access to over 600,000 subject lines – in other words, an entire library of possible campaign topics!
Make sure your email is optimised for mobile users
With more people turning to the internet from mobile devices, it’s important to ensure that your emails look as good as new on any smartphone screen. One way of doing this is by testing different versions of your email on different devices to see how they look on different screen sizes. This way, you can be sure that your email will look as good as new on any device. To do this, you need to use a template that is specific to mobile users – many email marketing platforms have specific mobile templates that you can use to achieve this. If you want to write the perfect email marketing campaign, ensure that your content looks as good as new on a mobile device by using a specific mobile template.
Use proven email marketing methods
Nowadays, most companies who send out mass emails use a mix of different marketing methods, such as content marketing, social media, and email marketing. For the best results, you need to follow the same techniques – create high-quality content that is tailored to an interested audience, build a trusted relationship with your audience and leverage all available channels to get the word out.
If you’re looking to write the perfect email marketing campaign, take your time and follow these six steps – it will help you make the right choice for your business.