Successful email marketing campaigns are typically defined
as such because of their higher open and response rates, and
ultimately revenue generation. Small businesses busy with
everyday tasks often need a little help — a blueprint leading
them to results they would define as “successful.”
Here are several suggestions to help you craft more effective
1. The Subject Line is Key
We have all heard the phrase, “Don’t judge a book by its cover.”
Unfortunately, the reason that saying is so commonly used is because
it is a natural instinct to make snap judgments.
First impressions are critical in all forms of communication.
When people receive an email, the first thing they see is the subject
line, which has the potential to either gain or lose their interest.
Subject lines that include your company’s name as a reference
and provide specifics supporting your email topic will typically
gain higher open rates.
2. Pay Attention to Who it’s “From”
To understand how important this is, think about your own email
inbox. Would you be more likely to open an email sent from “advertising@
xyzcorp.com” or from “email@example.com”?
People don’t want to feel like they are receiving an automated
email. If readers don’t see you putting time into personalizing the
“from” address, they won’t spend time considering what you have
3. Mail Merge
People love to see their own names. It makes them feel as if the
email was written to them personally and not sent to recipient
#432. Online services have simple options to directly insert names
from your contact database using a template editor.
Sending an email can be one of the most effective ways to grab
readers’ attention. However, if you abuse the efficiencies that email
marketing provides, readers will stop showing interest in your
emails. Consistency is essential with any marketing campaign, yet
variety is equally important.
How often do you send out newsletters, event invites and updates
that aren’t just soliciting a purchase? Are you getting an active
response from recipients? If not, try something new.
Be conscious about how many emails you send out each week
or month. How are individuals interacting with your emails? Are
you following up accordingly? How are you engaging the people
that seem uninterested? Many email marketing services include
click-through analytics that monitor which readers spend time
with your emails or forward them along to colleagues.
5. Quality Over Quantity
It is far more important to send out content-rich emails than it is
to send out long-winded or multiple emails. When you provide
your contacts with quality content, they will be more inclined to
read your emails and even forward them to friends. Gain the trust
of your contacts by emphasizing quality of communication over
One option is providing information that they can use immediately.
A seller of gardening supplies might offer a series of horticultural
tips so that when a prospect is in need of planting
materials, they will be likely to think of the insightful supply marketer
6. Content Suggestions
How can you personalize your message content? Listen to your
The people who take the time to contact you are the ones most
likely to become customers. Study their emails, questions, likes
and dislikes. Build or improve products with your customers’
input and they will notice that you appreciate them and they will
be more likely to remain loyal.
Social media monitoring is one easy way to listen to and engage
your readers. Pay attention to what customers are saying online
about your services and your industry, and use these insights
to create valuable email content.
7. Test Everything...
Test the way your email appears, not only through your own email
service provider but through several providers. Test all links in
your message to make sure that they work.
Also test your graphics. Images are a great way to grab someone’s
attention, but remember that they don’t always show up in
email messages. Test the effectiveness of your emails by viewing
them in an email client with images turned off and making sure
that your message remains easy to understand and that the call to
action is clear.
Finally, test your email with a spam-check tool before sending
anything. Spam-check services review email content to see what
might get caught in spam filters.
With email marketing, you never need to settle for one formula
because you will often have the flexibility to make improvements
as you go. So, make taking advantage of trends and technology the
constants in your digital marketing programs as they will help you
achieve more tangible results with your campaigns.
About the Author: Nicole Merrett is vice president of CRM marketing for Sage North
America, a supplier of business management software and services for
small and mid-sized businesses.