5 questions to ask before you press ‘Send’ on your email marketing campaign
When done correctly, email marketing can be one of the most effective and inexpensive tools to reach your target audience and grow your business. However, some think they can approach the task of writing a marketing email in the same way they would casually email a co-worker.
To maximize the results of your next email campaign, ask yourself these five questions before you press “Send”:
What do my customers need and how can I help?
Before you begin the design, have a clear goal and address the pain points of your customers. Do your research and look for possible solutions to their questions. What does your audience need that you can offer? Whether it be product promotion, exciting announcements or industry expertise, give your audience something they will want and appreciate.
Is my headline captivating, compelling, and click-worthy?
Create a headline that will make your email stand out. Promotion codes, exclusive discounts, and numbered lists are notorious for having higher open rates. B2B audiences tend to appreciate new announcements and industry insights, while B2C email campaigns tend to perform better when something is being offered. Let your audience know why your email is valuable to them. Test different headline approaches and see which perform best for your audience.
How relevant, relatable, and useful is the content to my audience?
If you thought through No. 1, your content will most likely be relevant to your overall target audience. Take it a step further and try list segmentation. Segmented lists allow you to target specific audiences by interest or group. Rather than sending an email to your entire list, try sending multiple emails with tailored content to fit the likes and needs of each group. This will require more effort, research, and time, but will yield higher engagement and better campaign results.
Is my campaign easy to read and share?
People are using mobile devices more than ever before. In fact, 65 percent of all email gets opened first on a mobile device, according to Venture Beat. Enabling social sharing within the email will allow you to track engagement. Email marketing platforms, such as Mailchimp and Constant Contact, have responsive templates and offer social sharing widgets to include in the body of your campaign email.
What is the one thing I want my audience to do, and is that goal clear?
Focus on one, clear call to action by prompting your audience to click or navigate to where you want them to go. Multiple calls to action can be confusing and distracting to your audience, which may prevent them from converting or clicking. Creating an incentive for audience engagement will increase success. For example, offering a discount code or free informative download will encourage viewers to engage.