You invested a lot of your time and money framing an email marketing campaign. You have a pretty good database of your clients and are sending them newsletters and offers on a regular basis and the result is – nothing. Yes! It is quite a common scenario where email marketing campaign fails despite doing everything that others (with a better ROI on their email marketing investment) are doing. We do agree that sometime even the best-practices do not work, but before accusing your luck make sure you are doing it right. And by “right” I mean the proper way (more of your etiquette) than the proper thing (the so-called best practices).
There are certain things that you need to keep in mind with your email marketing campaign. The guiding principle is to ‘Never overdo it’. We have a few suggestions to make your email marketing campaign successful:
Offer something useful: The reason you are reading this article (or any of our article as a matter of fact) is because you found them useful and interesting. The same applies for your email subscribers. They are sharing their email address with the expectation of getting something valuable and interesting out of the transaction. Thus, focus on creating relevant, useful and interesting content for your newsletters and emails. And of course a little bit of fun wouldn’t hurt too.
Limit the number of messages: Sending same messages over and over again is considered as spamming and nobody like spammers. Also, people already receive a whole lot of emails throughout a day and then they have the work accounts as well; so be a little considerate while sending a wave of emails. So follow the basic guideline of never overdoing it here. Our suggestion is 1 email per day (2 emails a day should be the maximum limit), if you have something helpful to offer.
Make interesting subject line: The subject line is the place to grab your reader’s attention. And if you fail to make them interesting enough, your readers are likely to fail noticing them. Also, refrain yourself from making a subject line that sounds like an advertisement tag line. Your readers may feel like being push to buy something and will lose the interest even before opening the email. Rather, make subject line that “sound more like a newspaper headline” to grab their attention, as they would feel like being provided with something informative and interesting.
Never shout at your receivers: YOU KNOW YOU SHOULD NEVER DO THIS, RIGHT! Well sorry for that but really this a basic etiquette. And for the laymen, let me tell you in this virtual world writing in ALLCAPS in similar to shouting at people in real world. Apart from practicing poor Internet etiquette, such practices will also filter you into your receiver’s spam folder – not something you really want to do, do you?
And finally, include a call to action to tell the audience what you want them to do.
Check out some great email marketing campaign infographics below.
Email Campaign Delivery Checklist [Infographic]
Email Sending Timeline Infographics
Source – Pure360
Anatomy of an apple email – Infographics
Source – Flowtown