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8 Tips to create an email campaign that converts!

Don’t want to end up in your subscriber’s junk mail folder? Follow our top tips below for how to execute the perfect Email Campaign (eDM).

Does your headline resonate with your target audience? Does it create curiosity by educating, entertaining or addressing a frustration?
Many people believe that the length of the email subject line correlates with the open rates of emails, but our friends at MailChimphave proved that theory totally wrong!
Subject line can be any length, but ideally something catching to your target audience, and nothing that contains those nasty SPAM keywords like ‘win’, ‘free’, ‘prize’ etc.
A/B Testing – trialling two different email subject lines to your email list to see which has greater engagement. The more you test, the more you learn about your audience.
Don’t be afraid to be controversial! Get your email noticed among hundreds received a day!
Have a look at which devices they are using too – for mobile devices a shorter subject line is best, whereas desktop can include slightly more details.

To keep content relevant and engaging to your subscribers, create separate email lists segmented by target market or client avatar.
You could segment by job role, location, or demographics.
Or try segmenting by customer needs, frustrations, or solutions you have to offer.
We call list building and segmentation the marketing housework – but is so crucial to your marketing initiatives and how well it is done will directly correlate to your results
Using this data, content will engage these groups in those specific topics relevant to them.
Most online eDM builders provide basic analytics, so you can use this info to customise your database of contacts.
Kissmetricssuggests that you can also “send a broadcast only to those that didn’t open your last message (ask them why), or to those that showed interest (a 2nd pitch).”

Many people these days check the majority of emailswhile they’re on the go, so if your eDM isn’t optimised for mobile, you can be sure it will go straight to the trash folder.
MailChimp and Campaign Monitor both automatically optimise emails for mobile, so for a business to maintain professional communications, it’s best to utilize these online tools.
Check out our blogdedicated to optimising email for mobile!
And your website better be optimised for mobile that’s for sure! If it’s not did you know Google is penalising your site in search engine rankings?!

When do people check their emails? Is it when they wake up? Throughout the day? At 3am?
The best way to test your email lists and see when they are most active is by conducting A/B testing. You are able split your list up to send at various times of the day, and test to see which time your list is most responsive to.
Using the data available from past eDMs, you can continue to refine the hour of the day where your readers are engaging the most!

Too many words or images can be too much for your subscribers.
Keep the words simple and use photos to link to articles on your site.
Readers generally scroll through the content quickly looking for eye-catching articles and content, so aim to provide engaging visuals with minimal text.

You don’t want your readers to forget they even subscribed to your list in the first place!
Make sure you are sending campaigns on a regular basis, but without over-doing it.
Monthly emails are the safest, unless your contacts have specifically signed up for daily or weekly emails, keep your messages to once or twice a month.

Know your consumers, and talk to them in a way that makes them feel comfortable.
If your targeting professional businesspeople, talk to them professionally.
Use industry specific jargon to relate on a more personal level.

New technology will help you improve the success of your campaigns all the time!
Future predictionsof email marketing will help you stay on top of trends, and keep readers wanting more.
Using data in emails to personalize content for consumers even further – think remarketing but for emails!
Interactive emails are also great as you will gain more insight into what the consumer wants, and see how they are interacting with your brand.
This leads to higher engagement, more targeted clicks, and higher conversions.

Need help putting together your first email marketing? We offer email campaign strategy, creation, maintenance and reporting. Contact us today!