Improve Email Effectiveness

Email campaigns should be viewed in much the same light as an offline direct mail campaign, following the general rules that the better the quality of your output and the better the quality of the data that it is sent to, the higher the response rate you are likely to achieve.

Now, obviously, there are far more variables involved than the two just mentioned, and an almost immeasurable number of success determinants, but follow a few simple steps and you should see a marked improvement in the success of your email campaigns.

1. Make your opening line count

They say first impressions count, well in email marketing they really do! The ‘from’ name and the subject line are very often all that your campaign recipients will see unless they choose to open your email. Think carefully about what your recipients want to hear, what will grab their interest and make them want to know more.

Good quality email broadcast software will allow you test a number of subject lines on a sample from your data list, broadcasting the bulk of your campaign to the subject line with the highest open rate from your test.

2. Knowledge is power

A targeted, quality data list will make the difference between an unsuccessful and a successful campaign. Make sure your data list is from a reputable data supplier (if you’re buying in the data), try to get it with guarantees (x% accuracy rates are common, but are not always offered on email data) and comprises your target market – after all, you could produce the best looking email campaign and get no response if you’re sending it to the wrong people!

3. Image is everything

We don’t like to admit it but it’s true. Image is everything. Get a professional email design which is geared up to produce results and you’ll immediately see uplift in your response rates. A professional design guides the recipient through the email, holding their attention, highlighting key messages and encouraging that all important action, be it a purchase, click-through or forward to a friend.

4. Tell them what to do

If you don’t tell the recipient what you want them to do, they’re not going to do it. The inclusion of clear calls to action in your email is essential in ensuring you reach your target response rates, as are multiple calls to action – the more opportunity for them to act, the more chance you have of them acting.

5. Track, record, analyse

A successful campaign isn’t just about good copy and a creative idea. It’s about tracking conversions, recording responses and analysing results. If you don’t know how you’ve done, how can you improve on it? How can you measure ROI? Make sure the data is there and then analyse, analyse, analyse. Remember, knowledge is power.

All sounds very obvious when it’s written down, but it’s surprising how many emails just don’t cover these basic guidelines! If you’d like to speak to us in more detail about your email marketing then give us a call on 01252 70 11 11 or contact us online.