For decades, companies have tried to win and retain customers with email lists. The time has come to take your email marketing into a new era. Optimize your email campaigns by taking these elements into account. You can also take the services of Best Email Marketing Agency in London.
Tips for a successful emailing strategy
- Formulate an impactful email subject line.
- Write an e-mail adapted to the target.
- Take care of the visuals.
- Facilitate action.
- Define the frequency of sending.
- Set up A/B testing.
- Offer content with high added value.
- Rely on statistics.
How to write the perfect email?
Craft an impactful email subject line
The subject of the message is the window of your e-mail and, perhaps, also that of your business. It is therefore its formulation that makes the recipient want to read your content or not. If you send emails with cluttered or monotonous subject lines, the majority of your messages will end up unread in the trash and your customer will be looking to get out of your mailing list as quickly as possible.
Hence the importance of using subject lines as short as possible: the reference length established for online marketing is between 40 and 50 characters, or no more than 6 words. Of course, your subject should give an overview of the content of your email without saying too much, so as to maintain the suspense.
This lack of space obliges you to go to the essential: avoid the superfluous such as the word “newsletter”, a formula designating the recipient or a reminder of the sender. Current messaging systems already display this type of information. Instead, find an elegant catchphrase that makes you want to know more. For the subject of your next e-mail, feel free to spend as much time as for the text of the e-mail. After all, it’s the subject line that decides whether your recipients will give the rest of your text a chance. An email that is not read is no better than an email that is not sent.
Write an e-mail adapted to the target
To capture the reader’s attention, the content of an emailing must be concise. Email is indeed a format that does not lend itself to strong user attention. This usually goes from one message to another very quickly. It is therefore necessary to use the right editorial techniques in order to maintain his attention once he has read the subject of the emailing and clicked on the message.
To make an email campaign more impactful, it is better to structure it visually. To do this, highlight the different parts of the message, for example in the following order:
- An image in accordance with the graphic charter of the company.
- A catchy title.
- A chapo to introduce the purpose of the email.
- A few paragraphs making up the body of the text.
- A call to action.
Of course, the form of the message is not enough in itself. Basically, an emailing campaign must formulate a clear message to meet the verified need of a previously identified target. It is therefore essential to adapt your content to the audience for which it is created.
Remember, once your customers decide to follow you, you don’t need the same online marketing you do for new customer acquisition. Your customers are no longer temporary visitors, they are “fans”. Use a light tone or even humor in your newsletters. Have your e-mails proofread and do not manage them alone in order to obtain optimal text quality.
Take care of the visuals
As with any other marketing advice, the following rule applies: your customers never have time. Limit the content of your email as much as possible.
However, your email marketing cannot be content with only texts. Images make an email much more attractive to the reader. However, be careful not to exaggerate: too many or too large images make the e-mail long to download and can even put off the reader if the information is relegated to second plan.
Your images should therefore take up less space than your text. No one wants to have to scroll through an image in an email before they can figure out what it’s all about!
Another important point: the visuals contained in your e-mail marketing must be in accordance with the graphic charter of your company or your brand. And this, for a simple reason: your prospects, and even more your customers, are familiar with your graphic universe. Try to stay as close as possible to the fonts, colors and shapes that you usually use. On this point, bet on sobriety. If necessary, use a graphic design tool for a professional rendering.
Facilitate action
The goal of your content marketing is to always have the greatest reach possible. For this, it is necessary to facilitate and encourage action, whatever it may be.
When it comes to signing up for your mailing list, use tools like HubSpot that allow you to integrate an opt-in feature. These appear after a certain time spent on the page or when closing the page and offer a form to the reader. Indeed, customers who only spend a few seconds or minutes on an advertisement will not take the time to look for a hidden form.
A double opt-in can further build trust: this process relies on the customer getting a confirmation email once they have subscribed to the mailing list. You then give him the opportunity to validate his choice again, this creates a relationship of trust. Modern opt-ins also allow interested parties to set the periodicity of the newsletters themselves. So you are sure not to disturb your customers.
Finally, be sure to facilitate the transition to marketing action. If the reader is already subscribed to your newsletter, it can be, for example, to encourage him to download your latest ebook.
In short, for subscription to the mailing list as for other engaging marketing actions, the very structure of emailing must be a real guide for the user.
Define the frequency of sending
Regularity is one of the most important criteria in emailing. The audience targeted by this type of content has in fact consented to receive messages, by placing their trust in you. Although he is interested in what you offer, the reader does not want to be bombarded with too frequent messages. Multiple mailings after a long period without communicating are also to be avoided.
The ideal frequency of sending emailing directly depends on the nature of your target. While some are used to checking their mailbox several times a day, in a professional context, for example, others only go there once or twice a week. The most important thing is to set a sending frequency and maintain it as much as possible. Your contacts should not feel harassed or forgotten.
Set up A/B testing
Testing a marketing email before sending it is essential. First of all, emails don’t always display the same way from one email provider to another. It is therefore important to verify that everything appears as expected from a technical point of view.
The A/B testing methodology then makes it possible to precisely analyze the behavior of the user in order to optimize the message in this direction. This test consists of comparing an object (in this case, an email campaign) with a variable (for example, another differently structured email).
Setting up regular A/B tests allows the company initiating the campaign to gradually refine the personalization of its content. A/B testing practices aim to improve specific elements of the email such as text content, placement of calls-to-action, colors, etc.
Offer content with high added value
Sending regular email campaigns meets the same requirements as other content strategies. It is a process that requires time and organization. This is why the production of an editorial schedule is recommended in order to vary the themes dealt with.
In addition, emailing is a complex format since it feeds on other content formats. An e-mail containing, for example, a video as well as a blog article and whose call-to-action at the end of the page invites the reader to register for training on the subject mentioned is a good campaign model. with high added value.
