But to maximise the effectiveness of your email marketing campaigns, you should ensure that you always follow these five steps.
1. Focus on your target audience
Before preparing an email marketing campaign, you need to identify your target customers and find out which messages are likely to resonate with them.
A good understanding of your target audiences' preferences and requirements will enable you to create content and develop a demand for your product. This will help you turn prospects into customers.
Reach out to your customers on social media. Use market research to determine the issues your target customers face. Tailor your email marketing messages to the information you find out.
2. Give your target customers value
Anyone likely to engage with your communications will want a clear idea of what's in it for them. That means you need to have a clear picture of exactly what you can offer and what you want your email campaign to achieve.
If you're trying to convert leads into customers, your content must convey value and factual information from the beginning. What are your customers asking you? What conversations are taking place on professional forums?
Seek to offer your target customers solutions to their problems, and they'll be far more inclined to engage.
3. Include a concise and straightforward call-to-action (CTA)
What do you want your target customers to do next? Do you want them to sign up for a newsletter? Are you offering customers a free trial? Are you offering a gift in exchange for signing up for more information?
Your call to action should not be more than two sentences, and it should be evident what the next step is. A CTA should be positioned near the end of an email in most cases. It's therefore important not to overload the rest of your email with content – you don't want to distract from the CTA.
4. Make your emails eye-catching
An eye-catching marketing email begins with the subject line, which is usually the first thing recipients will see. Your subject line - just like your content - should offer value, and it should certainly not shout at people. Please don't make it salesy, and avoid using exclamation marks and capital letters.
The content of your email should include lots of white space, subheadings and bullet points. Also, always focus on the benefits your products or services offer to customers - leave the detail for another time.
5. Track, analyse and modify
It is essential to track the number of times your emails are opened, and how often they lead people to your site, newsletter or sign-up form. Email marketing software can track all critical information and display it in easy-to-read formats.
Experiment with content, tone, structure and calls-to-action - then track click-through rates to determine which approach works best with your target customers.
Email marketing is still as relevant today as a decade ago - but you must execute it properly to deliver results. Contact Flowbird to learn more about how we can help you make the most of your email marketing.