If you’re looking for a cost-effective way to send personalized messages to your target audience, and increase awareness of your businesses’ events and promotions- email marketing is the way to go! Here are some basics to keep in mind when crafting a successful email marketing campaign:
Keep your Goal Front of Mind
Your customers are busy, and often distracted or multi-tasking, when they go through their emails. This is why it’s important to lead with the most important thing in your email blast in order to grab their attention right away. Having a clear goal will help you determine what that most important thing is. Are you trying to promote or increase sales of a particular product? Get people in the door for an event you are having? Create a sense of urgency for a sale that is wrapping up? Showcase that information with a strong, clear call to action at the top of your email, and then position any other less important or urgent news farther below.
Target Specific Audiences
Email marketing allows you to showcase your brand to a large audience, but according to Mailchimp, it can be helpful to use segments and groups to make your efforts more targeted. Segments are smaller groups of people within your audience, and when you target them you can send more relevant campaigns to your recipients. The more targeted and relevant the campaign- the better results you will see from it.
Use a Balance of Text & Images
You want your customers to be able to scan your marketing message quickly and easily, so keep your layout simple and use a good balance of text and images. If you have different messages, divide them into sections, and use legible fonts that are large enough to read easily on all devices. Being clear and to the point is the best way to get people to interact with and respond to your email marketing efforts. Make sure to send your email to a small test group before sending it out to your audience, and always check your links to make sure they work and take people where you intend!
Show Some Personality!
The last thing to keep in mind when crafting an email marketing message, is to show your personality. Try to write in the same way that you would speak to your customers, use a casual and friendly voice and don’t be afraid to be a little cheeky or funny. Steer away from being pushy or aggressive. Treat your subscribers like they are VIPs- they have signed up to receive messages from you, so make sure to give them promotions and offers that will make them feel like they are part of an exclusive club to keep them coming back for more!