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How to Use Email Marketing Effectively

How to Use Email Marketing Effectively

The great thing about email marketing is, it’s a pretty inexpensive activity, meaning you can get conversions, without eating too much into your digital marketing budget. But do you know how to use email marketing effectively?

Although one of the more traditional forms of marketing, email marketing rightly earns its place up there with newer digital marketing methods, such as social media, SEO marketing and PPC Adwords Marketing. What it has in common with these forms of marketing is the fact you can reach your audience in real-time across a range of devices.

What to consider when planning an effective email marketing campaign

Grabbing the attention of your target market is no easy task. In a world where users have access to a vast array of digital media, the marketing arena is saturated with businesses trying to hook potential customers. From social media ads and pop-up windows, to the more aggressive calls to your business after your IP address is tracked as a visit to a website, explorers of the online world are becoming more resilient to marketing pitches.

So how can you design and email campaign that breaks through this barrier? The answer is, you can’t for everyone. But you can maximise conversions, minimise unsubscribes and nurture relationship building with careful targeting and planning, as follows:

Your Content

If your content sucks, so will your email campaign. This starts with your subject email. What do you have to offer that will make the user open your email and not filter it straight into the trash folder?

Once opened, how catchy is your content? Remember, you only have one chance to make a first impression and that first impression happens in seconds.

Consider an even split between words and images. Solve a need as quickly as possible. Keep it brief and include a simple call to action. Done.

Your Database

If your target market is inaccurate, you risk achieving a low open rate or a high unsubscribe rate.

Whilst marketing is a numbers game, it is always worth bombarding all and sundry in the hope that someone might open, click through and buy. Go for a much more targeted group of people and tailor your message accordingly.

Ensure you have removed old or redundant email addresses, as well as previous unsubscribes.

Your Delivery

Are your emails likely to be blocked by spam filters? If so, you may be wasting your resources and ultimately skewing your stats. If you are including a lot of spam trigger words such as “buy”, “clearance” and “as seen on”, overstuffing keywords or sending attachments or large amounts of content, the chances are, your email won’t reach your desired contact.

Sites such as Mailing Check are great for checking your email content before you send it, to see if it’s too ‘spammy’.

Your Results

Sometimes the smallest thing can make a difference to the open rate(OR) or email click through rate(CTR). It may be way your word your subject line, or the way you arrange your content.

A good way to understand what works best is to split test different content for the same message or campaign. You can then collate the results and adjust your email for your next target group, for a better conversion. Test one element at a time.

You can use software such as kissmetrics or Mailchimp to test your email success.

For more information on using email marketing effectively for your business, call Kent digital web agency, Whitefish Marketing, on 01303 720 288.

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