One of the surest ways of engaging in
digital marketing is
email marketing. Several
businesses find it difficult to successfully run email
marketing campaigns, due to certain challenges or sheer ignorance.
Read more about Business
It is not arguable that at some points, we must have had emails sent to us which go directly to spam or altogether get ignored. Some emails are either not captivating or not properly sent at all. However, in this article, we will be looking at 5 tips you should know to help you achieve successful email marketing campaigns.
Before you even begin to shoot emails to people, you must first have an email list, which is also known as a subscribers list. This is where you list out all the email addresses of people that have subscribed to your mails. This list is something you should constantly build and work on, even when you already have a defined framework for it. You will only need to keep updating it. Make provisions for a means to collect email addresses, by having your subscription/sign-up box on your website/blog or any other platform that allows for it.
-
Encourage Reader-Response
If there is a strategy you can never go wrong with, it is an effective response system. This makes your email conversational, as your subscribers are able to interact with you, and not see you as an invisible being. Start with an interactive subject line. This will be your hook, which will give your readers a hint of what to expect in your mail. Don’t catch yourself using clichés or boring lines. They will put off your readers. Your writing tone should also be in tune with your subject. It should be lively and entertaining. Once you capture their attention, then you go straight to the point and pass your message. Then you encourage them to respond to it.
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Have you noticed that some promotional emails you get have your name on them? How does it make you feel? I believe it appeals more to your emotion than some random mail bearing no name. Although you can send the same mail to hundreds or thousands of subscribers, you should be able to customize the mail for each subscriber. They will have a higher chance of reading what you have to offer.
One painful thing that can happen to you is to have your well-crafted email enter the spam folders of the people you intend to send them to. They will probably never get to read them or read them late. I mean, who opens their spam folders these days? You can actually avoid spamming people’s emails by taking certain measures. You must ensure that those you are sending the mails to have genuinely subscribed to your mail list. You should also avoid using excessive capital letters and exclamation marks as your subject or in the body of the mails. This usually sends a signal that your mail might be a scam or might contain some manipulative information.
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Add Links And Call To Action
The major purpose of email marketing in the first instance is to initiate a purchase or patronage. This means that it wouldn’t make sense if your email is beautifully presented without any action following. You should add links to your website, landing page, social media pages and other relevant links which when your readers click on, will give them more information about your business or the product/service you are selling to them. The call-to-action button, which leads them directly to purchase a product or download an application should look catchy. This way, your readers are much more motivated to go ahead with your offer.
In general, you should understand that to successfully engage in email marketing, you need to be strategic. Know your target audience and gradually work your way in. Also, try to send informational pieces and not just emails that sell a particular product. It keeps them engaged and they anticipate what comes next. The entire structure and presentation of your mail should also be interesting. You can also make use of tools like MailChimp to run your email marketing campaigns. Test your campaigns rigorously, see what works and constantly improve on them.
Featured Image Source: Entrepreneur
Got a suggestion? Contact us: editor@connectnigeria.com
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This article was first published on 21st August 2021
chidiogo-akaelu
Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.
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