This is how your ideal email marketing strategy should look like
For long,email marketing has been used as a potent tool by marketers and companies to reach out to potential customers. However, just like any other campaign, your email marketing strategy needs to be well-planned to make an impact on the audience.
Hundreds of emails land into a person’s inbox each day. Not all are opened and even if they are, the intended action is not taken on each. This article will help you understand the nuances of an ideal email marketing strategy that benefits you in the long run.
1. Proper timing
Once you gather information about your target audience, timing and frequency are key elements of an email marketing campaign. This is because your target audience may be in a different time zone than yours. For example, if you are in India and your potential customers are in the UK, it’s important to send emails at a time when they are most likely to click, open and take relevantaction.
In other words, timing has a direct impact on performance indicators such as click-through-rate and open-rate. Sending an email at a convenient time of your target audience enhances user engagement and more importantly, leads to conversion.Statistics on past campaigns, if done, can help you understand the right time when your target audience is likely to evoke the intended response.
2. Right frequency
The days of email bombardment are well and truly over. In fact, companies doing so are more likely to face the ire of their audience. Once email fatigue creeps in, the chances of your message landing in ‘Trash’ goes up.
It’s true that an email has a short shelf-life. However, it’s is also a fact that if you send the same email to the same customer every day, the unsubscriber list will grow thick and fast. Depending on your line of business, send one or two emails in a month to gain the attention of your audience.
3. Crisp subject lines
The subject line of an email gives the first impression of your brand to the audience. The subject line of an email is much like the headline of an ad copy. David Ogilvy, considered as the father of advertising,once famously remarked, “When you’ve written your headline, you have spent eighty cents out of your dollar.” It’s the subject line that evokes interest among the audience to open an email.
While there are really no thumb rules on the exact length of the subject lines, it’s better to stick to under 50-60 characters, blending creativity with the point you want to make. Just making a clickbait subject line without relevant message or information can leave the audience disappointed, much so that they might unsubscribe straight away.
4. The right mix of visuals and text
Getting the perfect combination of visuals and text can work wonders for your email marketing strategy. As images speak louder than words, it’s essential to integrate the right visuals into an email. At the same time, it’s crucial to use the appropriate text tocoax customers into taking the desired action.
At the end of the email, add a relevant call to action or CTA button. It should stand out from the rest of the message in the email.
Successful email marketing strategies should focus on limiting the number of unsubscribers, increasing the click-through-rate and more importantly convert potential leads.