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The do’s and don’ts of email marketing campaigns

Sunday, July 17th, 2016 by Servage

email-marketingEmail marketing campaigns are great ways to keep in touch with your current and potential new clients and to send your messages or your latest offer. But crafting the right email, that will appeal to all your subscribers or client base is not as easy as it sounds. The way we send emails has changed a lot over time, mostly because people have gotten used to ignoring advertising email. Every business needs to find a way to pique its audience’s interest and make people open another email.

Even though you can find a lot of great information about email marketing campaigns with a simple Google search, you will never find the exact answers to all your questions, and the exact recipe for success. And that’s only natural, because every business is different and so is the audience you are targeting through your emails. But what you do need to know are some basic mistakes to avoid, and features which your campaign should definitely have.

One of the first steps in creating a successful email campaign is choosing the perfect subject line, that will make people click on your email. Try to give people a reason to open your email, because no one is going to be interested in general, vague information. Use a short and descriptive subject line and always alternate it. If you are going to send the same email subject line every time, people will get bored and end up ignoring it. Another reason why you should choose short subject lines is because more than half of the people receiving an email are going to open it on their smartphones, so you still want to make it fit on a smaller screen.

If you are planning on using emojis, make sure the subject line is perfectly understandable without them, because not all devices can read them. So don’t use an emoji instead of an actual word, but rather use them at the beginning or the end of your email, to support the idea you’re trying to send. Another thing you should never do, is trick people into opening your email by using a subject line that has nothing to do with your content. Although you might be happy at first because of the high open rate, this will have a negative long-term impact on the integrity of your brand, your authority and the trust people give you. It may also lead to many of your mails being marked as spam, which may have a negative impact in the future.

Always test your email on multiple devices before sending it, because if it’s not optimized for mobile, then you’ve just made your first big mistake. Don’t spam your readers and make sure you’re not sending information that might offend them. Sending an email that has all the writing or call to actions on a picture or a banner, is another mistake you want to avoid. Some people might not see pictures in emails, so remember to give a meta description to the image so they will know what it’s about even if they can’t see it, and to add your call to action also in a text format.

And last but not least, make use of all the statistics you are getting regarding your emails. The open rate is a good indicator for the success of your subject lines, so if you’re not satisfied with that, maybe it is time to change your strategy or the frequency you are sending emails. The click rate mostly speaks to the quality of your content and the effectiveness of your call to actions. If you’re not getting enough clicks then your content is not engaging enough and you need to put some extra effort into that. Use the unsubscribe rate to determine whether you’re not doing something right and sending the wrong message to your subscribers, or to understand the quality of your list of subscribers.


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Categories: Business, Tips & Tricks

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