In a world filled with social media posts, ads, and messages, email is the single most powerful vehicle in digital marketing. Why? Because it goes to their inboxes and offers a bond that nothing else can. But, if you’re looking for results with email marketing (rather than just a catchy subject line), you must think strategically.
In this blog, we’ll cover what to incorporate in email campaigns to reach, retain, and connect audiences.
1. Start with a Clean, Targeted Email List
In a world filled with social media posts, ads, and messages, email is the single most powerful vehicle in digital marketing. Why? Because it goes to their inboxes and offers a bond that nothing else can. But, if you’re looking for results with email marketing (rather than just a catchy subject line), you must think strategically. In this blog, we’ll cover what to incorporate in email campaigns to reach, retain, and connect audiences.
2. Craft Attention-Grabbing Subject Lines
The subject line is the first experience for all readers. If it’s boring, or not relevant, they won’t open your email.
Here are tips on writing good subject lines:
- Short (under 50
- characters)
- Personal (ex. “Hey John, This is for you”)
- Urgency or curiosity (e.g., “Last chance for 50% off”)
- Avoid “spammy” words like “Buy now”, or “Free gift”
You could also run A/B testing to find out which email subject lines give you the best open rate.
3. Write Clear and Valuable Email Content
The subject line is the first piece of your email people see, and if it is not compelling, it likely won’t get opened.
Here are a few points to help your subject line stand out:
- Keep it short (50 characters or less)
- Use personalization (“Hey John, this is for you)
- Create curiosity or urgency (“Last chance for 50% off)
- Don’t be spammy: by now, free gift
In addition, you can use A/B testing to see which subject lines generate the best open rates.
4. Design Mobile-Friendly Emails
Once the email has been opened, the last thing that you want to be doing is sending content that isn’t useful to your reader, and is purely ‘salesy’, however, you should inform, educate or entertain your people.
Good email content should:
• Address the needs or concerns of your reader,
• Be simple to read (short paragraphs, bullet points),
• Have a clear Call To Action (CTA) like ‘Shop Now’, or ‘Read the Blog’,
• Have only 1 or 2 images (if any), and they should support the copy in the body of the email.
At the end of the day, you want to build trust and offer value each time you email them.
5. Personalize and Segment Your Emails
60% of users open email on their phones, so you will lose people if you email isn’t mobile responsive!
Ensuring you email is mobile responsive, means you should:
Make sure the text is readable and doesn’t require zooming
Keep the images optimized for quick loading
Make sure all buttons are appropriately sized and easy to tap
Consider how the layouts display in varying sizes.
Make sure you test the email on multiple devices before sending.
6. Track Your Performance and Optimize
There is more to a successful email campaign than just “send.” Use your email marketing platform to track these key metrics for a successful email campaign:
- Open rate
- Click-through rate
- (CTR)
- Bounce rate
- Unsubscribes
Conversions Investigate what works and what can make improvements for future campaigns. Usually small things can make huge strides over time.
7. Follow the Rules (and Respect Privacy)
Know the email marketing regulations (Such as GDPR or CAN-SPAM) so that your campaigns are always compliant:
Always, always, always include an unsubscribe link
Always, always, always include your business address
Always, always, always send to people who have opted in
By taking the time and consideration of your subscribers privacy and preferences, you are establishing an invaluable trust.
Conclusion
Email marketing isn’t just about sending messages—it’s about building relationships. With the right strategy, design, and messaging, you can create email campaigns that drive real engagement, increase conversions, and grow your business.
Focus on value, personalization, and consistent improvement. That’s how you create email campaigns that truly get results.
