Email is one of the most effective ways to get your brand and message in front of potential customers. It goes straight to their inbox and can be a highly targeted, customized message created just for them! So how do you make sure you make the most of this medium?
In order for your emails to even have the potential to be successful, they have to get into the inbox of the right people. Your audience lists should be tightly targeted by intent, product interest, engagement level, or whatever other segmenting criteria you’d like to use. The point of having targeted lists is to ensure that your messaging is hyper-relevant to your audience. This will improve your open rates and reduce the chances that users will unsubscribe.
Users unsubscribe for various reasons, but usually when they get too many emails from a source or when emails are no longer relevant. Be sure you’re getting ahead of this one by ensuring that users aren’t on every list you have… just the ones that matter to them.
How do you determine this? It depends on how you’re segmenting your audience. If you run a reengagement campaign and try to encourage disengaged users to return to your brand, you’ll want to target people who don’t visit your site often, don’t open your emails often, or haven’t purchased in a while.
By the same token, if your aim is to upsell users to a higher service tier or another product, you’ll only want to target users on your lowest offering. It doesn’t make sense to include users who have already upgraded; they’ll have a higher chance of unsubscribing because you’re cluttering up their inbox with messages that don’t apply to them.
Once you’ve decided who will receive your email, you need to convince them to open it, and your subject line is your best chance at that. Be sure that your subject line is relevant to what’s in your email, as well as catchy. There are a ton of subject line testers out there, so you can find the one that does exactly what you want.
Tip: Keep it under 50 characters to avoid truncation. Depending on the device they’re using at the time (probably a mobile device, more often than not), users might have more or less space for your subject line. Be sure you’re not missing out on a kicker of a subject line by having it shortened without your knowledge.
Getting users to open your email is only half the battle. In order for an email to be considered truly effective, you’ll want users to take some sort of action. Whether that’s visiting your website, ordering a product, or creating an account, you’ll need a call-to-action (CTA) that is concise, highly visible, and effective.
Whether through bolded text, a colorful button, or another eye-catching tactic, be sure your CTA it’s easy to see within the email itself.
Bonus! Unsubscribe Links
While we don’t want our users to unsubscribe from our lists, we have to make sure that an unsubscribe link is available and easy to find, usually in the footer text. If users can’t unsubscribe, they’ll usually get frustrated and just report your email as spam, which hurts your sender reputation.
Of course, other things can help your email campaigns’ success like well-written content, clean formatting, compelling images, and timely campaigns. But your first step should always be figuring out how to get your emails into the inboxes of the right people!
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