Email marketing is one of the easiest ways brands can reach out to their customers. It’s also one of the most cost-effective and efficient forms of marketing out there. That’s not to say, however, that there are no potential issues to keep in mind as you move forward with your campaign.
There are, in fact, many reasons why an email marketing campaign could fail, and leave you with a lot of wasted time and effort on your hands. Thankfully, there are a number of tips that can help you keep your campaign on the path for success. Let’s take a look at the top five tips to help ensure the success of your email campaign.
Keep it on the Right Schedule
Creating a structure is one of the most basic — and effective — things that humans can do. We create structure in our homes, in our personal lives, in our workplaces, and even in our parenting strategies. Structure is an important part of life, in other words, and it’s a part of life that many of us tend to gravitate towards natural. Take advantage of this in your email marketing campaign!
When do you email your customers? Set up a schedule, and stick to it. Establishing a regular schedule can help you keep customers interested without either bombarding them with content or leaving them bereft of contact altogether.
Emailing too little can be just as detrimental as emailing too often, and it’s important to find the right balance. Once you have the sweet spot, create an ironclad schedule that your customers can count on.
Keep it Simple
Is there anything worse than dense, rambling articles that never seem to get to the point? Most customers don’t respond well to “heavy” information that is saturated with jargon. Keep your messages simple!
Use common words and clear sentences that create an easy to read experience for your customer. This will greatly increase their likelihood of sticking around in the future while simultaneously increasing the content’s value to them.
Something else to keep in mind when creating content is both the length and structure of the item in question. Don’t ramble through your emails! This creates a piece that is both too long and too awkward to keep the attention of your customers. Have a point in mind before you begin writing, and stick to it while writing. Once you’re done, consider doing the following to ensure that your text is simple and concise:
- Read your content aloud.
- Regularly ask “does this directly support my point?”
- Ruthlessly revise and rewrite.
Keep it Human
Don’t create emails that sound like a sales ad! Even though your purpose for the email campaign might be to generate more business for yourself, it’s important to understand that most people don’t respond that well to something that reads like an extended advertisement.
In fact, you’ll probably find yourself with fewer subscribers if you only send out something that sounds like it was written without any concern for the customer at all. Of course you can slip some praise for your product into your email marketing campaign — that’s expected.
But that information should be included in emails that are interesting and contain useful information for your customers. That means information that doesn’t necessarily directly refer to your product. Use a personal tone and being conversational — this will help draw people in and keep them reading.
Keep it Relevant
This touches upon the above point. Don’t create content that doesn’t matter to your customers! This kind of content won’t help you succeed in catching their attention, nor will it encourage them to subscribe (or stay subscribed) to your email list. Instead, create something that offers real value to your readers.
Show them that you’re knowledgeable about the industry and are willing to think beyond your own brand when it comes to delivering interesting, useful content.
Keep it Responsive
Finally, keep your email campaign optimized for use with all different kinds of devices. Keep in mind that today’s consumer can use their smartphone, tablet, computer, and even television to access their email and read through the content you’re sending.
How well do your emails display on different devices? It’s especially important to keep the mobile user experience in mind when developing your campaign, as many users tend to use their smartphones to check their email while out and about throughout the day.
Give your email marketing campaign the best chance for success possible! Follow the above tips and see how they help the quality of your content, and, in turn, the reception to your campaign.