Improve your Email Marketing Campaigns and Boost Sales
Email campaigns are used by many print and mail shops to advertise sales, make connections with potential customers and encourage repeat business. The challenge is to create marketing emails that are read and acted upon rather than delete and forgotten. While there is no guarantee of success, there are several steps you can take to increase email effectiveness, which translates into higher sales.
- Segment your email list. You should engage potential and current clients on different levels, and short vs. long-term clients should also receive different treatment. The goal is to provide messages relevant to your segments. You don’t need to create 20 segments, though you can. What is important is segmenting the list by audience similarities that are relevant to your business.
- Make your emails mobile friendly. If an email can’t be displayed correctly on a phone or tablet, 71% of your recipients will delete it immediately. With a few simple steps, you can avoid this problem and increase your chances of the email being read.
- Make it personal. People are more likely to read an email that comes from a person rather than “donotreply@(your name here).com. The email should come from a member of your sales and/or marketing team and replies must be responded to as quickly as possible.
- Be direct in the subject line. Email subject lines are not the time to be coy or cute. Instead, make it as compelling and friendly as possible to encourage the recipient to open the email. This one factor will make or break your email campaign so don’t treat it as an afterthought.
- Personalize the emails. Engagement begins when you recognize you are sending the email to a person rather than a computer. Start with adding first names to the subject lines or at the beginning of the email. If you are segmenting your list, you can then include information on past orders, or “it’s been 3 months since we’ve seen you – here is a welcome back discount.” Keep the emails as personalized as possible to increase the likelihood of a positive response.
- Have a clearly defined call to action. An email without a statement of what the reader should do next is a wasted effort. Tell them to stop in or call a sales rep to learn about new services or pricing packages, or whatever else you want them to do. Make it as easy as possible for your email recipients to take the next step.
- Keep it short. You are sending an unsolicited email and you don’t want to waste people’s time. Create short, concise content without fluff or embellishment. Connect with the user by identifying their needs and describing how you will address them. This information should be in the first line. After that, you can spend a sentence or two, or use a few bullet points to elaborate on your services, sales or new products, but don’t waste the reader’s time. Also, these emails should be going to decision makers, and you want those decisions to be favorable to you.
- Update your email list regularly. You need to regularly check that the emails on your list are valid or you risk having all of them identified as spam, never to be seen by your intended target. When too many emails in a mailing group are rejected as undeliverable, the servers will automatically assume that the content is spam and categorize it as such at the recipients’ end. The best way to avoid this problem is to use an email verification service on a regular basis.
Emails can be an effective marketing tool, but only if done properly. These guidelines will help you promote your business, improve customer loyalty and engage new market segments.