How To Build A Better Email Campaign

always try to reinvent your email marketing campaign

Business is booming, you’re seeing more client “foot traffic” and you feel like you’ve made a major step in your business’s progress. But, you’re noticing that current clients are really not that engaged. You’ve also seen that email communications have dwindled or people just aren’t opening them up anymore.

There’s no need to panic, of course, because you can still recover, revitalize and reshape the way you have your email campaign set up. As long as you’re dedicating time to automate and spruce up what you do have, you’ll find your success.

The key is to stay consistent and not assume that if it’s been working, it’s the last time you’ll visit the process. You’re never really done with any part of your company, even when it’s “perfect.” Entrepreneurs can sometimes miss these and other steps when there’s still room to continue growing. By dusting off old campaign strategies, you’re paving a path to reaching a wider audience in the end. Here are a few simple things to consider when trying out a new marketing angle:

Enhance Content Readability

check usability on all devices when sending email campaignsThere is nothing worse than finally creating your campaign and sending it out, only to realize you haven’t considered the mobile side of things. If aren’t optimizing campaigns for all devices, you’re going to have a lot of clients (and potential clients) immediately ignore your email.

Creating eye-catching, simple emails is perfect for all audiences. They’re already receiving so many pieces of email in their inbox, so make yours stand out. Use a great platform that can help to set this up for you. Emails will look clean and people can view everything easily.

Personalization Goes A Long Way

Your day-to-day can get so hectic. You might not have enough time for the things that are already on your plate. But it’s so important to find time to customize those emails for a number of reasons. Clients want relevant content that’s going to speak to their needs. If you’re sending out email blasts without putting much effort into it, most people won’t get behind your message.

Use their name, create a unique subject line and be engaging. When you really show that you’re concerned about fixing a problem for the client, they’ll be more inclined to carry on to the next step. You’ll nurture that one client to the next stage and hopefully to the finish line.

Organize, Segment and Conquer

be organized when creating better email campaignsSurprisingly enough, not all companies segment their email lists right from the start. But if you haven’t already done this yet, you can still implement it for a more effective approach. This is somewhat related to personalizing your messages; if you tailor the email for specific groups of clients, you’ll narrow the targeted audience.

Monitoring your groups gives you the opportunity to find common characteristics within them. With that knowledge, you’re promoting products or services that match the history of their spending habits. It shows the client or client group that they are familiar with what’s most important to them. Rates for opening emails will skyrocket and you’ll come out the victor.

Create Clear Call-To-Actions

Repeat, repeat, repeat. That’s the name of the game when you’re trying to boost your email marketing strategies. By having a clear message across the board, a client will see how you’re engaged and excited about what you’re trying to offer them.

Without CTAs (call-to-action), your potential client won’t know where to go. They also won’t know how to look up crucial information. Every step of your campaign should include CTAs multiple times, even if the message is a little shorter than average. You’re providing a “one-stop” experience for the client so they have an instant understanding of what they need to do.

Sales Will Come, But Lay Down A Great Nurture Plan

email campaigns should sell, but not right awaySometimes it’s best to work on nurturing a lead, rather than immediately trying to sell to them. Which is the whole point of crafting the right campaign until you’ve actually sold someone on your services/products/etc.

Show the client that you’re invested in helping them, even if they may not necessarily buy. Build a story, create some interesting plot points, then get them to the finish line. Over time, you’ll notice that people will consider you a trustworthy source. And that will correlate to an increase in sales as a relationship is established.

The moving pieces of an email campaign can seem like a heavy lift. And in the beginning, it’ll take a little bit of work to revamp the way you’re already doing things. But to become better at your marketing strategies, it’s important to stay open-minded. So, get ready to try something new and make changes until it brings in a bigger crowd. Then keep it up after that!

Find more information on Arshad by following him on LinkedIn and Twitter.

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