How to create the perfect email campaign for your customers is an art every brand needs to learn. The trick lies in the fact that what may prove successful for one business isn’t necessarily successful for another.
If you think about it a bit reasonably, this will come as no surprise. Different brands have different audiences, different offers, and different communication styles, so it is only natural their messages will be different, too.
What you need to concern yourself with, however, is the success of your email campaigns as compared to the competition.
Let’s define “competition” first. Many brands that are just starting out make the mistake of keeping an eye on all brands operating in the same industry and area. That is a huge no-go!
Competition comprises brands that are SUCCESSFUL that operate in the same industry and area. The easiest way to keep an eye on their offer is to subscribe to their newsletters and follow their social media profiles.
First of all, subject lines must be consistent with the offer. In plain words, that means that they mustn’t be used as clickbaits. If the offer doesn’t deliver on the promise of the subject line, your brand will not be trusted.
Many brands use target keywords in their subject lines, which is great practice, but the rules of the game are somewhat different as compared to subject lines in website content.
For one thing, they shouldn’t include stop words, and for another – they should be separated by hyphens.
Various studies have been analyzing the topic, showing some not so surprising results. I.e., the most effective subject line keywords are:
Other high-ranked subject line keywords include:
Back in stock
The study was performed by Adestra and Smart Insights.
Global email marketing agency Alchemy Worx has undertaken similar research, concluding that the ten single most efficient subject line keywords are:
If you can think of subject lines containing one of these words, chances are, your efforts will be more successful… but still not stellar unless your messages have been brainstormed, too.
Now, the whole point of getting your subject lines to catch the attention of the recipient lies in the fact that they determine the fate of your message. If they fail to grab the attention of the recipient, your message will be either deleted or flagged as spam.
Once your message has gotten the attention, it should meet (and preferably) exceed the expectations. It goes without saying that the message must expand on the subject line, or else you’ll be (understandably) seen as a spammer.
Need we say that, in order for an email campaign to be successful, you need to get to know your audience first?
All marketing efforts target certain people, not all people. Those certain people may fall under one or more target groups, which is to say that one brand may have more audiences.
Now, it’s solely upon you to decide the kind of audience(s) you will serve. Some may be out of the question, though. I.e., if you sell secondhand clothes, obviously executives won’t be interested!
That’s to say, every successful email campaign strategy begins with knowing your audience. If you have multiple audiences, send different emails to each group, offering just the products and services they are interested in.
Take your time defining your audience and take your time listening to their feedback. It’s a well-known fact that feedback is the single most important insight determining success of any marketing campaign, and email campaigns are by no means any different than the rest.
Start with the info from the subscription form and don’t shy away from asking for additional info, either via email or on your social media profiles.
Always send a welcome message to every new subscriber and a thank-you message after each purchase. In this way, you’ll establish your brand as trustworthy, and people will keep coming back to you instead of browsing the competition. Oh, and one QUITE important step: always address customers by their first name (subscription form info).
Certainly this is only the top of the iceberg. Marketing is not by any means simple!
Fortunately, though, email campaigns follow the very same rules of other marketing strategies, which basically boils down to a couple of things:
If you follow these five simple steps, your email campaigns are bound to be successful. That isn’t to say it’s not a lot of hard work. It is, but remember that once you have established your brand as respectful, you’ll just need to keep in touch and adjust for the changes!