Email is one of the most effective ways to directly communicate with your current and potential clients. There are many reasons why your organization should use email marketing. Email marketing is cost-efficient and has one of the largest audiences alongside social media channels. Emails can help form relationships with leads, improve brand awareness, and spread promotions. Here are some tips from marketing companies in South Jersey on how to design an email marketing campaign.
Email Contact List
Before sending out an email, you want to make sure you have a strong and relevant email list. If you are looking at generating new business, break down your leads based on their industry, revenue, or their current relationship with your organization. If you are trying to nurture current clients and customers, consider building your list through newsletter sign-up forms on your website. You can drive traffic to your newsletter forms through social media or by adding an incentive to sign up like a coupon. A strong email list will go a long way when you start to measure your interactions during your campaign and what you really get out of the email campaign.
Email Design
Your email should grab the attention of the reader in many different ways. Everyone can make useful content, but it is important to make it look good as well. First, make sure you apply your organization’s branding to the email design to make it consistent with the rest of the brand materials. Second, add white space to break up your content on the email. A lot of written and visual content on line after line can make the email hard to follow. Use white space to break it up. Lastly, your emails should be responsive and friendly on all devices. Nowadays, many people use varying devices to view their emails such as phones, tablets, and other mobile devices.
Follow-Ups
Never settle for just one email per email campaign. Follow-ups should be done based on a few different metrics and actions. A single email very rarely does the trick. If your email campaign’s goal is to gain new business, send a follow-up email to contacts that opened your initial email. This second email may offer more details or feedback about the initial email. If your email campaign is associated with an action, don’t be afraid to send them multiple emails from time to time. A lot of companies have emails that send out routinely if customers have abandoned their cart. Always keep follow-ups in mind and look for ways to segment your email campaign down.
A/B Testing
One of the best ways to test out your email design quality is by A/B testing two sets of emails. The purpose of an A/B test is to test different parts of an email on a selected audience. It is important to only change one or two things about each email so you still have an idea of what actually benefits and what is just compensating. If you send out two completely different emails for an A/B test, it will be hard to tell what is actually driving the performance up.
If you have any questions or concerns regarding direct marketing channels, reach out to Accularis at 856-793-9440