Email marketing is a cost-effective method to get the word out about a brand or product to new clients; as well as to engage with existing customers. Valuable data can be collected about the behaviour of recipients, which can drive any other sales and marketing efforts.
To generate quality leads from your campaign that convert to revenue and maximise your ROI, ensure that you have considered the following key elements:
Robust mailing platform
Avoid any HTML emails sent directly from your mailbox. Such emails tend to have issues with how they appear on other mail clients; and you lose out on useful tracking information such as clicks by the user. It also becomes messy to manage subscriber lists and attempts by users to unsubscribe. At Studio Giraffe, we frequently work with our clients to create email campaigns on platforms such as MailChimp and MailerLite.
Utilise analytics to track leads
The other advantage of using such platforms is that they have a comprehensive reporting system where you are able to track the performance of every campaign. This information is extremely valuable - you can identify what content each and every customer clicks on, and then use that information to make any further sales and marketing decisions or reach out to those leads and convert them into sales. You can also make strategic decisions based on what type of content performs well and leads to conversions.
Well-crafted content with hierarchy
The content of every email should be tailored to the audience that is receiving it, starting from the subject line. If you are not giving the customer some sort of value-add, they are going to delete or unsubscribe from your emails. Use language that creates a sense of urgency as to why they should act.
Use visual hierarchy (such as size and colour) to emphasise key information and the call-to-action. Avoid heavy text content - keep it simple with a clear focus of what you want the user to do, and why it is in their best interest to do it.
Brand-specific look & feel
The average person receives over 100 emails every day. Ensure that yours is recognisable as your brand at first look - users should have a consistent experience when they click through from your email to your website. This can be achieved by paying close attention to imagery, icons, typography and colours. Doing so will also ensure users know that the email has come from you and is safe to click on.
Responsiveness across devices
Over 50% of emails are opened on mobile devices. If your email is not properly formatted for web, users are going to delete it or unsubscribe, no matter how good your content may be.
Besides optimising images and font sizes, ensure the layout is clean and simple across all screen sizes.
Effective call-to-action (CTA)
Drive the user to do more than just read your email. Your CTA should be concise but compelling. By including a specific call-to-action, you make it absolutely clear what the user can expect when they click.
It can be useful to test different CTA's to see how they perform with your audience. This is why the analytics provided by platforms like MailChimp and MailerLite are so valuable.
Besides the words themselves, the placement of your CTA within the email is also important.
To find out more about how you can effectively engage potential and existing customers, get in touch with us now.