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How To Create Email Campaigns That Actually Work

Email marketing is proven to be one of the most successful forms of all marketing, that’s if you know what you’re doing. When planned and implemented correctly your email marketing campaigns can keep your audience engaged with and loyal to your brand which leads to repeat custom and greater brand awareness.

There are some common pitfalls however that can seriously affect the performance of your email campaigns. Let’s take a deeper look at what you can do (and not do) to make your email marketing campaign more efficient and ultimately more successful.

 

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Don’t Overdo It

This is one of the most common slip-ups that businesses make with their email campaigns. Inundating your audiences with a high frequency of emails is a sure-fire way to lose their interest. Even your most ardent fan will switch off from over selling eventually, it’s just human nature to switch off when you are getting hit with message after message but the same source. When it comes to email marketing less is often more and that brings me nicely on to my next point.

 

Provide Value

As I said, less is often more when embarking on an email strategy so it’s important to provide less noise and more value. If 1 or 2 of every 5 emails you send out is really valuable and one that you hope your audience will engage with then the other 3 or 4 are just off-putting noise that will probably make them less likely to open any of your emails. This is a commonly overlooked problem

as many businesses mistakenly believe that they need to constantly stay in the minds of their customers by putting information in front of them, no matter how frivolous.

 

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Be More Personal

I get that it’s hard work writing out a personally tailored email to each one of your subscribers and it uses up precious time that you may not have  a lot of but generic emails are easily seen through and can come across as cold and uninteresting.

If your list of subscribers is under 100 then I would recommend personally writing out each email and including information that is unique to them in it such as where they are in the buying cycle and what products/services they might be interested in. Not only will this add a personal touch that most consumers react well to, it will also give you some valuable insights to what works and what doesn’t as you tailor each message. This will also give you an indicator of who you can email more often and who appreciates less communication.

 

Put The Subscriber In Control

It’s important that your subscribers feel like they are in control of the emails they receive from you so it’s a good idea to let them choose how frequently they get them. As well as being able to curtail the amount of emails they receive it is also a good idea to allow them to choose what kind of emails they receive as well. For example they may want to opt out of your PR announcements but are still interested in your latest sales and special offers.

 

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Analysis

Now that you’re sending more valuable emails at a more acceptable rate it’s time to analyse their impact. Analysis is vital for any email marketing strategy as it helps you to understand what is working and what isn’t. Knowing this information and addressing it is the difference between a successful email campaign and a failure.

Your analysis will obviously begin with the numbers of people who opened the email but it needs to go deeper from there. Look at how many people visited the website from the email, where did they go? Did they stay on the landing page or did they engage with the website somewhere else? This data is hugely important to understanding the behavior of your target audience and allows you to create better content tailored to them.

If you noticed a particular email had a large engagement rate then you should think about what it was that caused this. Did the title entice people to open the email, was it the topic that interested them or was it the particular offer that made them engage with your website? The best way to find the answers to these questions is to reach out to your subscribers and ask them what they liked so much about it and once you know what your audience likes then you can create a new strategy around providing the information they are looking for at the right times for them.




Stuart Cooke

Stuart Cooke is the Digital Marketing Manager at Cornell. When he’s not strategising for his clients he likes to blog about all things digital. You can connect with him on Twitter @Cornelldigital