10 Tips to Optimize Your Email Marketing Campaigns
Email marketing can appear daunting with the multitude of laws, spam filters and confusion over the best method to use. Whether you're an e-marketing novice or veteran, learning the tricks of the trade can make the process more comfortable and successful. Here are 10 tips to help you get the best results from your email marketing campaigns:
1. Start with the reader's point of view in mind. This may seem obvious, but you have to approach all marketing from a reader's point of view. This is especially true for email marketing, where the recipient will usually judge within seconds whether they want to open your email. If you wouldn't open it if it came to you, chances are your subscribers won't either. But that doesn't mean it's hopeless; just think of something that would draw your subscribers' attention and go with it.
2. Choose a compelling subject line. This is probably the biggest success factor in getting yourself exposed. Remember, no one will see all your brand has to offer if they don't open your email. They'll often choose whether to open it based on the subject line. A catchy subject line can be creative or to the point, particularly if you're advertising a basic need that everyone can use (e.g., "Reliable Local Plumber"). What you might view as your top benefit may not be the best subject line. Subscribers need to trust you in order to open your email; you can get to the rest within the body.
3. Structure your email body. This is more complex, but very important. Once again, you need to look at it from the reader's point of view. Think about their eye flow as they read. This might mean leaving wordy information for the end of the email and starting with a compelling question, offer or benefit sure to capture the reader's attention. A few images can enhance your email, but remember it's not a website. Too much content will overwhelm your subcribers and they'll get bored quickly.
Greg Brown is vice president of Melissa, provider of global contact data quality and identity verification solutions that span the entire data quality lifecycle and integrate into CRM, e-commerce, master data management and Big Data platforms. Connect with Greg at firstname.lastname@example.org or via LinkedIn.