When you open a promotion or marketing email, do you ever stop and think about what exactly it was that forced you to open it? Maybe it was the compelling subject line, the name of the sender, or you were in the mood to read it, and you decided, why not? Whatever it is, you opened the email. And there’s likely a reason you did so. Ask yourself these questions when crafting an email marketing campaign to ensure that you’re effectively connecting with your customer base.
1. Is my schedule consistent?
People like consistency. We like to know when we’ll be receiving something, what it’s about and how frequently we’ll receive it. That means you should establish a regular schedule of sending emails, at roughly the same time each day, or the same day every week, or the first week of every month. Whatever schedule you decide on, commit to it. When people can expect an email from you on a certain day and a certain time, they’ll likely be looking for it and more likely to open it.
2. Am I testing my email campaigns?
One of the beautiful things of living in the digital age is that you can test almost anything before clicking the ‘submit’, ‘publish’ or ‘send’ button. Test your subject lines, body text, photos and call-to-action lines. Send a few emails with different subject lines and a variation of photos and text in small batches and see which one performs best. Keep track of the results and run with the most effective email.
3. Is my contact list current and relevant?
There’s a possibility that your email list contains people that you haven’t been in contact with for quite a while. Let the ones that are not engaged go, and focus on the people that are opening and reading your emails. It’s a good idea to run through your list to make sure it’s current and that the people in your list know who you are and care about hearing from you.
Now that you’re ready for email marketing...
Email marketing is a practice that requires some thoughtful insight and, often, a lot of patience. Increasing your customer engagement won’t necessarily happen overnight. However, applying these best practices will improve your chances of getting your emails opened and your customers engaged, which will eventually accelerate the growth of your business.