Social media has been growing rapidly over the last 3-5 years and brands are focusing on strengthening their presence on the platforms they utilize, but they don’t own their followers. If social media was to disappear tomorrow, many brands would see a drastic decrease in traffic to their website and sales. With the likelihood of email ever disappearing extremely slim, it’s important to build your email list and utilize email marketing to strengthen your brand’s presence in case social media was to disappear.
With 2017 behind us, many brands are focusing on improving their email marketing campaigns in 2018. If you haven’t started to grow your email list yet, now is the time to start. From the initial start of using email marketing, to segmenting your list and increasing open rates, here are five changes you can make to improve your email marketing campaigns:
1. Know Your Audience
Putting all of your email subscribers into one email list can be hindering to your email marketing campaign. Instead, segment your subscribers into different lists according to their location, purchase history, interests, etc. to ensure you are sending relevent content to the individual. Sending out relevent content will allow you to improve the relationhip between your business and the subscriber, will help improve engagement rates, and lower the amount of people not opening the email as well as the unsubscribe rate.
2. Have a Goal for Each Campaign
Before clicking “send” or even before you start writing an email, each campaign should have a goal in mind. By setting a goal for each of your campaigns, you are lining your campaign up for success. Whether the goal is to have the receipient fill out a contact form, make a purchase, or inquire about a specific service, setting goals will help you include the correct call-to-action within the email and will direct the receipient on to the next steps.
3. Create an Engaging Subject Line
Creating an eye-catching subject line does not come naturally to everyone and it usually takes some trial and error. Overtime, you’ll learn what types of subject lines work and which ones don’t. Below are a few tips for creating a subject line that works:
- Keep it short and sweet (try to stay under 50 characters)
- Don’t use all caps or several exclamation points
- Don’t use misleading clickbait just to get someone to open an email
- If the email contains a sale or promotion code, tell the recipient
- Ask yourself if you would open the email if you read the subject line in your own inbox
- Personalize the subject line with the recipients name, location, or interests
4. Personalize Your Emails
Emails that start off with “Dear Customer” or “Dear Sir” come off as cold and generic. The last thing you want to do is create the idea that the customer isn’t important or that the email wasn’t tailored to them. By starting off the email with their first name and by addressing them as a friend (be careful with this!)it will create the illusion that you have crafted up the email specifically for them and not as a mass email campaign. Show the recipient you care. By putting in a little extra effort into your campaign, you can build an everlasting customer relationship.
5. Cut Out the Fluff
Many users don’t read an entire email word-for-word so it’s vital to cut out any fluff and cut to the point of the email. Starting an email with “I know you’re busy, but…….” or “How are you today?” takes up valuable real estate within an email marketing campaign. Cut to the point of the email in order and pull the reader in by targeting their needs. This will allow you to offer value and improve engagement within the email.