Integrating Email into Your Marketing Plan
How effective is email marketing? Why use it? It’s cost effective, immediate, can be personalised and trackable. This will only work if they’re opened and readable – 71% of emails are opened on mobile devices, so your email campaign needs to be responsive.
Tips on integrating email into your marketing plan.
- Use a clean, targeted list of recipients that belongs to your business. If you have 2 lists of customers that have different demographics/interests – target your content accordingly to each list to improve your open and click through rate.
- Send your newsletter from a real person, don’t send from firstname.lastname@example.org – make it personable with a “human name”.
- Create a killer subjection line, 64% of people open an email because of the subject line.
- Let your customers know what to expect when they sign up to receive emails, and the frequency they’ll be received.
- Create a headline at the top of the email that links with the subject line – make it attention grabbing – don’t repeat what you’ve already said, it’s already been opened so why bother?
- Have a clear call to action at the top of the email. If your call to action is at the bottom of your content and your recipient doesn’t scroll down, you’ve lost a potential lead/sale.
- Make your email campaign responsive and optimised for mobile, as I’ve said – 71% of emails are opened on mobile devices.
- Personalise you’re email. If you have the “human” names of your recipients, use them. Personalised emails improve click through rates by 14% and conversion rates by 10%.
- Always allow your recipient to opt out of receiving your emails, it’s bad customer service not to.
- Always test your email newsletters before they’re distributed to your recipient list. Test on different devices to ensure they’re fully responsive.
- Include social sharing links.
- Analyse your stats. After your list has been distributed, analyse the behaviour of your recipients. Is there a particular time that your emails are being opened? What links are they clicking on? You might find that recipients don’t click on the main focus of your email campaign, if that’s the case re-look at your design to make the call to action more prominent.
- Always use the same branding as your website (which should reflect your offline branding) in your email campaigns. If you don’t, recipients might feel they’ve clicked through to the wrong website and navigate away from your online business.