Key components of Email Marketing
When creating your email marketing campaign there are a few tips you need to know.
Follow these, and you'll be well on the way to creating a successful email marketing campaign:
1. “From” line
2. Subject line
3. Your list
4. Greeting
5. Content / Call to Action
6. Tracking your results
1. From Line
The ‘From’ line is the most important part of the entire email. If the recipient doesn’t recognize who the email is from, there is less chance they will open the email. You can either use your name if your recipients know you well, or your company name.
2. Subject Line
The ‘Subject’ Line is the second most important part of your email. The subject line needs to capture the attention of the reader and draw them into opening your email. The aim is not to be too pushy, and make sure it doesn’t look like SPAM. It needs to be short, friendly and to the point.
3. Your List
Your list needs to be made up of people who want to receive information from you. Gaining permission from a recipient needs to be obligatory. Allowing people to opt-in – actively checking a box on a sign-up page agreeing they can receive future information, and always giving them the option to opt-out will ensure your list complies with legislation, and is targeting the right people.
4. Greeting
The ability to personalize your message is one of the key benefits of email marketing. Therefore your greeting needs to be personalised as much as possible. If you can, use their name to keep it personal, ie Dear John, instead of Hi, or Dear All.
5. Content / Call to Action
Before sending out your email make sure you have worked out the objectives of your campaign. Once worked out the content needs to support those objectives and provides a call to action within. Examples of a call to action could be to get them to visit your website, click for a free consultation, download a paper, or purchase a product. The content needs to be well written, relevant and match your corporate image.
6. Tracking your results
Knowing how successful your campaign is can help shape future marketing efforts. If designed and ran properly, email marketing offers the ability to track and measure the results of your email marketing campaign easily. Who opened it, when and what time, what further action they may have taken, or which emails bounced can all help shape your marketing efforts.
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