Email Marketing
Seems like more and more, we’re being hired to execute email marketing campaigns for the companies with which we work. And really, that’s to no surprise. Besides being extremely cost efficient and quite effective (we see open rates often in the 40% range - top that direct mail!), they’re a breeze to build, simple to edit and can be measured to extents that would make Claude C. Hopkins’ head explode. Here are 7 tips to help you make your email marketing as efficient as possible.
Pick A Good Platform
At Gorilla, we use Campaign Monitor for our marketing newsletter and all of our clients’ newsletters. It’s very easy to use, customizable, provides terrific analytics and is really cheap to send (5 bucks per campaign, one cent per recipient). The backend dashboard is as intuitive as it gets, and there are lots of tools that can be used for the more savvy user (A/B testing, etc.). There are lots of great options for email marketing software. The key is to simply find one with which you’re comfortable.
Make It Visual
Stop and think about what messages/emails get your attention, and more importantly, your precious time. Chances are, they’re going to be visually strong and copy short. Make sure you consider how you can deliver your message visually when writing your next campaign. And remember – the visual and the text don’t have to tell the exact same story – but instead, work as complements. Like beer and brats.
Know Your Audience
Marketing 101, right? Correct. But it seems like the majority of email marketers don’t get this. Today, stop and think about your subscribers: are they the right subscribers in the first place? Are you giving them a message they’ll want to read?
Don’t Personalize
Seems like weird advice, right? Well, normally it is. But in the case of an e-newsletter that is accompanied by a custom template, don’t feel like just because your software allows you to insert your recipients name (Dear Fred) that you have to. In fact, I’d probably advise against it. It feels cheap, less premium. Focus on making sure your newsletter is straight forward and doesn't feel canned. Your eblast is simply a piece of communication from your brand – embrace it. Don’t feel that you have to try to make it look personalized.
A Killer Subject Line
It needs to interesting enough to get someone to give you 10 seconds plus of their already overbooked day. And it needs to have a compelling call-to-action that drives one to click through. Make a list of some subject lines that grab attention, relay the underlying message of your newsletter, and if appropriate, prompt action.
Short and Sweet
When it comes to an e-blast, the one thing you have to remember is less is often more. Spare the 9 paragraph story, and instead, post it on your site. Simply give your campaign list a taste of the story, giving them the ability to click through if they want more. Focus on making sure your paragraph 'appetizer' uses the same language and is consistent with the full article on the site that you will provid the link to.
Adjust Accordingly
As we mentioned, software like Campaign Monitor will let you measure your campaign’s splash. You’ll quickly notice which stories were the most popular, and which stories would’ve best been left on the editing room floor. Regardless, it’s your job to take this data and form it into a more successful campaign the next time around. Don't settle for a template and the same type of information each time. Go through past e-newsletters and see which articles and links received the most responses. Adjust accordingly for this upcoming newsletter.
