Email marketing is one of the best tactics to stay in touch with customers and attract website visitors. Not only is it a great way to keep your customers up-to-date on new products and services, but it is also an effective way to reach all customers, including those not on social media. Here are some of our favorite practices to add to your next email marketing campaign.
1. Personalize Your Emails.
When it comes to email marketing, personalization is key. Adding a personal touch to your emails facilitates a connection between businesses and consumers. This can be as simple as addressing the email by the subscribers’ name or including your own headshot in the signature at the bottom. Utilizing an email marketing platform where you can create a unique experience for each subscriber is crucial. According to Shopify, some of the best personalized email marketing campaigns are emails for abandoned carts, birthday offers, and education on your product purchase. Ensure the next email marketing campaign you send out is a personal one.
2. Optimize for Mobile.
In the digital age, it’s no surprise that most emails are received and opened via mobile phones. With the ease and convenience of on-the-go email browsing, consumers don’t need to sit at a desktop to check their emails anymore. Although most marketing emails are created and edited on desktop computers, it’s important to check how they appear on mobile devices as well. In order to avoid issues, be sure to send a test email to your team for internal review on different email platforms before launching the campaign.
3. Have a Compelling CTA.
Email marketing is a great tactic for improving engagement from your consumers. After all, the purpose of your email is to drive customers to a social media page, website, or link. Adding a call-to-action (CTA) button within your email allows viewers to be easily redirected to the desired location. While your CTA text should be short and straightforward, the button you use should be eye-catching and stand out. Using bold colors (within your brand guidelines, of course) and large fonts on the CTA button draws the users’ attention and makes it convenient for consumers to easily navigate to your site. By tracking subscribers’ clicks within your email campaign, you can determine if your message is compelling enough to ensure success.
4. Include Graphics and Interactions.
By now, we know that consumers are partial to graphics and interactive content. To hook consumers, we suggest using an animation that catches their eye. Showcasing new product launches, menu changes, upcoming events, and promotions through GIFs or animated graphics is more effective in sharing your information with subscribers. Keep in mind – all graphics and interactions should be cohesive with your company’s website, social media, and branding.
5. Set a Consistent Cadence.
Developing a frequency for your email communication is just as important as designing your general campaign. Whether monthly or quarterly, sending emails out consistently is more practical than no set schedule. Overall, what performs best for your subscribers depends on your product/service offerings and the industry you’re in. And remember, staying consistent in the delivery, cadence, and objective will yield the highest engagement in your campaigns.