A fundamental element of any content marketing strategy is the email marketing campaign. Email marketing provides businesses the chance to build relationships with their prospects, obtain essential data, and help to boost a company's marketing return on investment. Unfortunately, many companies miss the mark when it comes to developing a campaign and continue to fall short when it comes to the campaign's performance.
For companies to build, execute, and maintain an effective email marketing campaign, it is essential they pay close attention to their audience and the message they are sharing while avoiding the common trap of inundating their audience with self-promotional messages. Getting on the right path for campaigns that boost lead nurturing and returns, here are some helpful tips for creating a successful email marketing campaign.
Start with an Objective
Before you start creating your email marketing campaign, it is important to understand your primary objective. Many business owners get stuck on the open rate data of their emails, thinking that they need to focus more on the subject line to get more opens. However, there is usually a disconnect between the subject line and the content in the email, which increases the chances that the email will get deleted. To create email campaigns that bring value to both you and your customers, you need to focus on your target audience and think about what content will provide them with the most value.
Make Sure the Subject Line is Clear
Having a clear subject line that tells the reader exactly what is inside the email is extremely important. The subject line that you create needs to quickly tell the reader the benefits that you are providing in hopes of creating an immediate emotion.
After all, the entire effort you put into your campaign is wasted if nobody wants to read your email. There are a few tried-and-true approaches to subject lines that boost your open rates. To get the best effect, customize them to fit your particular content.
That content needs to satisfy the curiosity the line just created in your reader. It then must provide an enticing call to action to drive the consumer to the landing page where the content or offer reside.
Use Direct Copy and a Call to Action
When writing the email content, focus on creating concise copy that speaks directly to your target audience and describes the direct benefit they will receive from the click. Your reader should want to click after reading the content of the email because there is an immediate, emotional benefit. Informing the reader that there is more valuable content drives their curiosity and delivers them to your site.
Developing a successful email marketing campaign is not complicated, it merely takes some pre-planning and thought. By following these tips, you can rest assured your next email marketing campaign will be successful.