You may have 1000's of followers on social media, and 1000's of website views, but all of these stats aren't half as valuable as the subscribers to your newsletter. Why? Those who enter their details to join your mailing list are either current customers (whose details you have because they have made a purchase, or signed up to a service), or they likely have an intent to purchase (why else would they give you permission to clog up their inbox?). These points are based on the assumption that you haven't bought, borrowed or stolen email addresses for your mailing list (bad idea), and these are genuine subscriptions.
Based on the above, the communications you send out via email are extremely important. You want to continue to engage your customers & potential customers (so they buy [or buy again], refer their friends, follow you on social media etc).
Below are my top 5 tips to get the most out of your email campaigns:
1. Determine your goal
Are you sending out the email because you want sales? Do you want more likes on your Instagram channel? Twitter? Facebook? Do you want the recipients to refer their friends? Do you want to invite them to an event? Do you want to make them aware of a new product or launch? Do you want to inform them more about your brand? Do you want to direct them to a particular page on your website?
Determining your goal is the most important part of conducting an email campaign, as based on your goal may determine who you are sending the email to, when you are sending it, what it will look like, and the content it will have.
2. Make it personal
Email is a great way to make your customers feel special, and develop a sense of trust, but you have to have the information to do it properly. For example, addressing the recipient by their first name is always a nice touch, but it means you have to have collected their first name when they signed up. If you know their date-of-birth, you can send them personalised content on their birthday, or split the content between your younger and older customers. If you know their gender, and your product is gender sensitive, you can spilt the campaign between males and females. Even better is if you know their interests and behaviours.
There are so many great things you can do, but most of these require you to have collected the information at sign-up, so it is worth looking into doing this. Or, you could put together an exciting email to your subscribers to get this information. My last blogpost about Valentines Day may be a great excuse for you to "get to know" your customers a little better, and ask for this information.
Other ways your can personalise your emails based on available behavioural data:
> Date signed up (have they been subscribed for a while or are they new?)
> Date email was last opened (are they engaged or disengaged?)
> Purchase history (so you can determine what they like, send add-on purchase emails, or information about their purchase).
> Click-through history (do they tend to click on certain links in your emails?)
> Location (if they have already made a purchase, you can send them localised content if relevant)
>Abandoned Checkout - Some website platforms like Shopify have this information available, but if you don't have this and you have a high volume of visitors, it is worth investing in. If somebody has started the process of purchasing but hasn't quite checked out (i.e. they have gone far enough to leave their email address), you can send them an email with a hint, reminder, or discount.
3. Be Responsive
This is really a given; a high percentage of users open their emails on their mobile phone, and therefore it's important your emails look just as great on their desktop, tablet and mobile.
4.Provide a Benefit
For your email to be opened again and again, you need to be offering something valuable to the recipient. To do this requires a good knowledge of your customer and the type of content they would be interested in receiving. The more valuable your emails are, the more likely you'll create a desire within your customer so they will open them, click through and convert.
5.Have a Clear Call-To-Action
Calls to action can often be the email’s only purpose - to get recipients to perform a task. Therefore, a good call to action should be clearly visible, persuasive and compelling. A simple "Click Here" is often not enough, it needs to give your readers a clear idea of where they will be taken to. For example "Shop Now", "Download the App", "Read More", "Compare".
6. Clickable Subject Lines (1 more tip for luck)
The subject line you create has to make the recipient want to click onto the email. Keep it short and sweet. Ask a question. Be personal if you can. Make sure it's clear and matches the content inside the email (a good open rate does not equal a good click through rate). Often creating a sense of urgency is also a great tactic, as customers are often encouraged by feeling they may miss out if they don't hurry. Importantly, keep testing A/B subject lines so you can figure out what works well and what doesn't.