ADVICE FROM THE 18 EXPERTS ON THE KEY FACTORS OF EMAIL MARKETING CAMPAIGN
Email marketing, no doubt, is the most effective marketing strategy so far, of course combined with the mix of what works for you. With new technologies emerging every day, email marketing has become easy and fun. CRM and email campaign software are very popular these days and are getting perfected with each new product coming in to play.
However, the mere use of these types of software is not enough, content is very important along with timing. There are many secrets and many interesting points you need to consider when creating your email marketing strategy.
So what are the key factors to successful email marketing campaign?
We have gathered 18 experts on the matter and asked them one simple yet complex question:
What is the key to successful email marketing campaign?
Learn from the best to see what in the opinion of the gurus of the field works and what not. Always remember though, use but never duplicate! :)
Adjust any idea or any strategy or any factor you read, hear or see being brought to live to your specific product and your specific case.
Without further due here are the key factors according to email marketing experts.
1. Relevance is the key to a successful email marketing campaign. Most marketers can achieve better relevance using segmentation and smart personalization.
Joanna Wiebe, Copyhackers.
2. There are many keys to a successful email marketing campaign, but one of the big ones that many marketers neglect when crafting their email copy is to make the language about them, not about you.
As humans, we're naturally focused on ourselves -- our own needs, interests, and goals (especially when we have a metric we're trying to hit with this email send!) -- but the way you frame your email will make all the difference.
For example, how easy would it be to write:
"We just launched our brand new product, and we're so excited for you to try it out!"
But if you look again, you'll notice 3 company-focused pronouns and only 1 reader-focused pronoun. Even though this sentence sounds like it's about the reader, it's really more about you, the marketer.
Start thinking about how to craft your email copy to truly make it about the reader, and you should see your click-through and conversion rates start to increase.
3. If I had to only pick one, though, I would probably say understanding your audience and creating a personal email that resonates with them is key.
People get a lot of emails, in many cases over 50-100 emails a day. Standing out in that kind of noise is tough and so you need to really understand your audience and know what is going to get their attention and be of interest to them.
People are pretty smart when it comes to generic blast type campaigns with marketing speak. They have no problem tuning those out and quickly moving on to the next email.
Treat your emails as an ongoing conversation and build relationships by providing value and personalizing to their needs—as opposed to your own.
Once you do this well, you will create more engaged subscribers that trust and value your emails.
And once you start personalizing with content that speaks directly to them (instead of to your entire audience) that’s when you’ll see increases in your conversion rates.
As I mentioned, there are many variables that go into a successful campaign and this is just one of them. There is no silver bullet to emails. You need to do lots of testing to find the magic recipe and learn what works for your audience—since what works for you may not work for me and vice-versa. - Sean Kennedy, Zapier.
4. The key to successful email marketing campaigns is to make sure your emails are focused on topics that are interesting and valuable to your ideal clients, but give them new information in an entertaining way (rather than the same old stuff they've heard time and time again).
5. The key to success is a great offer to a great list. A great list is made up of customers and potential customers who have given you permission to contact them via email.
A poorly permissioned list or third party list data is no substitute.
- Tim Watson, Zettasphere.
6. As like any other marketing thing, a successful email marketing campaign entirely depends upon the psychology. The single thing that determines your email marketing success is whether you follow AIDA principle or not. If you don't know what AIDA is, it stands for Attention-Interest-Desire-Action. It is most popular with sales people. However, this formula works like a charm in case of email marketing, particularly when combined with A/B or split testing. As I've been quite involved in NLP, I can bet you that it works.
1. Attention: Grabbing the attention of the subscribers is important. In this case, including the name of the subscriber in the subject line works like a charm. Including the subscribers' name, asking them by addressing their problem, including emojis in the subject line, works great. I would like to thank Matt for introducing emoji email marketing to me.
2. Interest: Once the email demands attention, it's time to make them interested in reading your email. The subheading is what comes to play. Include a subhead that dives your readers down the email. Include a catchy introduction maybe an enchanting story, talking about their problem. It's the opportunity to build rapport with them. Make them think, "Damn! This guy knows me". 3. Desire: Here is where you develop a desire for your users to take action. Whether the action may be to click on a link or even purchase something. Presenting the benefits for your users if they take action would be great. Highlight how your article or product will solve the painful problems of your readers. Highlight the advantages and features of the product. You can make use of scarcity marketing to make subscribers perceive your product as more valuable. You can also make use of testimonials and the feedback of the readers in the form of social proof. Make sure you backup your data with factual information. 4. Action: Be fearless to pitch your product or ask your subscribers for clicking or sharing a link. In this time you can also highlight the reason, why they've to take action right now. Maybe a limited time discount, few spots left. At last, thank your readers for taking action even if they haven't taken action. This technique is called presupposition. For example, after including a CTA button at the bottom of the email put social sharing buttons and asking subscribers to share your content. Add a line at last that says - "PS: "Thanks a ton for sharing the article". A person who have not even shared your article, after reading the thank you text, reciprocates with a share (inner-conflict?) PS: Again it's important to address the subscriber by the name. Not like "Sir/Madam". People feel special when you call their name. Make use of personalization tags more.
7. The successful email marketing campaign will always have a great content and great call to action buttons to anticipate user action. Focus on creating and sending high-quality (personalized) emails versus many low quality general emails that don’t provide value to your users.
Creating personalized emails for higly defined segments takes time and money. But the results speak for themselves as you will see great click through rates and you will have better conversions for your landing pages.
Have a short and meaningful conversion with your users via email, ask their queries and help them whenever possible. The key to success email campaigns often depend upon how quickly you response to the situation and how fast you are able to solve the customer query.
Also choosing the best email marketing services is also very important for your business, because using poor email marketing services often lead to low CTR rates and low conversions.
The email will not be delivered to their inbox. Also prioritizing communication is also important part of email campaigns.
Determine which emails are most important while suppressing those of less significance email campaigns. This is a matrix decision based on buying cycle, focus of emails and the business unit that owns the email.
Maintain open and strong communications within the entire marketing organization. This can be very tedious when disparate teams are involved in your company.
At last, measure your each campaigns at the end and see which are working best and which are not, keep testing new things with your email headlines and content. This will help you to get more results while measuring each metrics.- Jitendra Vaswani, BloggerIdeas.com.
8. Email marketing is simple but at the same time tricky. It's not just about signing up to an autoresponder and getting leads. The key to its success is targeting. If you get the wrong people on your list, no matter the size of the list and the tools you use, you'll fail awfully. - Enstine Muki, How to make money blogging.
9. The key to a successful email marketing campaign is having the right tools and system in place to both nurture and track the process of your leads.
For example, making sure that you have a great landing page and autoresponder is key to building a relationship with your subscribers, and not just hitting them with a one-time email.
For advanced email marketing, there are many options now in place to actually track and follow the progress of each subscriber where you can see if they are opening, clicking and acting on the emails you send.
One last component to successful email is to add retargeting into the mix, which will allow for yet another shot at getting the subscriber to come back and act on your email, even after they've read or closed out your site or email.
10.The key to any successful email marketing campaign is getting people to open the email.
It's the same as opening the front door of a house. No one will see the rest of the house unless they open the door. No one will see the content of the email unless they click on the subject line.
There are many ways to encourage people to click on the subject line.
1. You could start your email with phrases like "Good news!" or "My research is done," or "Let me start with an apology." People are curious. That curiosity will motivate them to open the email.
2. Tools exist that aid in writing subject lines such as Hook Line Dynamic, a free tool.
3. Check your analytics. See what types of subject lines have resonated with your email list members in the past.
4. Send your email out at optimal times. I use MailChimp's premium feature of sending my post out at optimal times when my subscribers are most likely at a computer.
5. Keep the subject line short. Busy people won't keep reading. People's attention spans are short. For both reasons, the shorter the better.
6. Studies have been done that say if the subject line is between 50 and 60 characters, it is less likely to be opened than shorter or longer than that window.
Getting people to open the email is imperative to a successful email marketing campaign. These six tips will go a long way towards that success.