In the era of digital marketing, email still reigns as the most effective, reliable and popular channel to reach your audience. According to HubSpot Blogs research, 77% of consumers have made purchase decisions based on email marketing campaigns. That’s almost three out of four people! It would be a missed opportunity if you don’t take advantage of this powerful channel.
Whether you’re an enterprise business or a startup, you need to have a clear idea of how you can leverage email to generate leads and make sales.
Here are five tips for creating an amazing email marketing campaign for Salesforce that will help you get started.
Personalise Your Subject Lines
A crucial element to having an effective email marketing campaign is crafting attention-grabbing subject lines that will make your subscribers click through. While trying to fit too much content into a short subject line can end up annoying your readers, a little bit of personalisation goes a long way.
Many email service providers offer tools that can help you find the right keywords for your subject line. The idea is to find the most relevant and effective terms you can so that your messages will appear in the ‘right’ slots in a subscriber’s inbox.
For example, if you run a bed and breakfast hotel in London, you could use the following subject line:
- London BED & BREAKFAST
- London Bed & Breakfast
- London Bed & Breakfast
- London Hotel, London
- Londons Hotel, London
The subject line above was created using the ‘magic tool’ in mySPEED email marketing software. It’s a free tool that helps you find keywords based on the content of your email marketing messages.
As you can see, I’ve used a combination of ‘bed’ and ‘breakfast’ to create interest in the content of my message. Even more importantly, I’ve used a combination of both words in the same subject line. This shows some originality and makes me want to open the email.
Focus On Building Trust
A trustworthy company builds trust with its customers through transparent and honest communication. When a company creates a product or provides a service, it builds credibility by being clear about what it delivers and how it will benefit the customer.
In the same way, an email marketing campaign should be a transparent display of your products and services. You should explain how you will use email to get the product or service in front of as many people as possible and gain new customers. Most importantly, you should do this in a way that will make your readers trust you.
For example, if you sell a product that helps businesses become more efficient, you could use email to educate your audience about why your product is special and how it will help them be more productive. This kind of email will make your readers more receptive to your offering and increase the chance they will purchase your product or service.
Create Short, Snappy Messages
Nowadays, subscribers have plenty of choice when it comes to receiving marketing emails. Thanks to the widespread use of spam filters, most modern email clients will stop unnecessary emails from being delivered to your inbox. As a result, you have to keep your emails short and sweet.
Thought leaders, influencers and leading brands tend to keep email messages to about three paragraphs with a few key phrases scattered throughout. If you want to maximise the effectiveness of your messages, keep them under two paragraphs and use engaging headings and subheadings to make each point stick out. When crafting an email, you must also ensure that it’s easy to read and digest.
This brings us to our next point…
Craft Attention-Grabbing Headlines
A headline is essentially the first thing a reader will see when they enter your email. Therefore, you have the opportunity to grab their attention from the outset with an engaging header. Since people scan headlines for the first few words, leading with interesting and prominent keywords will help guide a potential customer to click on your email.
Once they’ve clicked, they’ll land on a page full of engaging content that they’re compelled to continue exploring.
While headlines are extremely important, they’re only a small part of a comprehensive email marketing strategy. As we’ve established, the success of your campaign relies on the quality of the content within.
Use Automated Email List Building
If you want to have an amazing email marketing campaign, you need to start building a list of email subscribers. You can do this by using tools that will allow you to import lists of customers or potential customers from other industries, or by building your own using your preferred email service provider. Once you have a list, you can use software to send out automated emails in batches using a combination of CRM Integrations, smart tagging and automation. So rather than sending out the same email to everyone on your list individually, you can deploy the email to the whole list at once using a tool such as MailChimp or HubSpot.
Measure The Results Of Your Campaign
To ensure you’ve created an amazing email marketing campaign, you need to be able to measure its success. This way, you can determine whether it’s been worth the effort and determine what to do next time.
You can measure the results of your email marketing campaign in a variety of ways. You can track how many people opened the email and clicked on a call-to-action. You can look at how many people have signed up for your email list and how many people are engaging with the content within your email.
If you’d like, you can also set up automated emails that will ping your customers based on the actions they’ve taken within your ecosystem, such as making a purchase or subscribing to your list. This way, you can measure the success of your email marketing campaign in real-time and determine which tactics worked and which ones needed to be tweaked.