An effective email marketing strategy boosts engagement and builds customer loyalty. An ineffective email marketing strategy, on the other hand, can drive customers away. That’s why it’s important to plan out your campaigns thoroughly before launching them.
For the best results, keep these essential tips in mind, especially during the early stages of the process:
Stages of an Email Marketing Strategy
1. Know Your Goal.
Don’t be vague about your reasons for sending an email. Simply telling yourself you want to alert customers to the existence of a new feature or product isn’t precise enough.
What specific action do you want someone to take after reading your email: Do you want them to buy your new product? Sign up for a new service? Use a new feature on your website to increase conversion rates?
The nature of your overall goal will determine the content of the email. The more time you spend developing concrete, achievable goals, the more effective your campaign is likely to be.
2. Know How You’ll Measure Your Progress.
Before launching a campaign, establish procedures to track your progress. Once you know what your goals are, you need to have a plan for determining whether you’ve succeeded in accomplishing them. A good place to start is monitoring your inbox rates. The first step in any successful email marketing campaign is getting your email into inboxes, which can be accomplished by verifying email addresses.
You may need to modify your email strategy at times. By carefully tracking your progress, you can more effectively identify what is and is not working.
3. Establish a Natural Reader Progression.
You probably already know that a strong email marketing strategy must include captivating subject lines in order to prompt customers to open your emails.
That’s partially true, but it ignores another crucial point: Your subject lines must relate to the content of the email in a natural, honest way. Customers may open your email if the subject line piques their interest, but odds are they won’t read it through or take any desired action if they discover the subject line was misleading.
More importantly, an accurate subject line will attract the specific types of customers you’re targeting. Email marketing isn’t just about enticing customers to open your emails; it’s about enticing the right customers to open your emails. These are the people more likely to convert and take the desired actions to help an email campaign succeed.
4. Don’t Neglect the First Lines of Text.
When a customer sees your email in their inbox, they don’t merely see the subject line – they’ll also see the first few words of text. Too often, marketers overlook the potential significance of this content. When writing copy, design your first few sentences to attract readers.
There are a number of ways to do this. You could expand the subject line, giving yourself the freedom to use two subject lines. Or you might summarize the content of the email, so customers have a better understanding of what type of value they can hope to get from it. If you’re sharing useful information with customers, share it up front, instead of burying the lede.
Read More: 11 Email Designs Worth Testing
5. Edit Thoroughly.
You’ve probably read numerous emails that were far longer than necessary. You’ve also probably closed a lot of those emails before finishing them.
The internet is full of potential distractions, and if customers have to read filler text before you share the truly valuable content, they may dismiss the email as being unworthy of their time. Emphasize concision when drafting copy. Edit yourself thoroughly. Because it can be difficult to identify what is and isn’t valuable in your own writing, it’s a good idea to test your emails on trusted friends or colleagues first. Outside perspectives can help you better understand which elements of your content are appealing and which you can discard.
6. Organize Your Content.
More than ever before, internet users are reading emails on mobile devices. Thus, your email marketing strategy should be mobile-friendly. Keep your paragraphs brief, use clear headers to organize your content, and incorporate visually interesting (but not distracting) elements to make the content more easily digestible.
When it comes to design, you should determine the organizational template or format of your email before you start writing it. Doing so will help you draft scannable content, and it will keep you focused.