The world of advertising used to revolve around print media and television commercials. The advancements made in computer technology and the Internet has given businesses a new, powerful tool to get the word out – emails. Creating a targeted email marketing campaign with ‘gotcha’ style takes practice and planning.
# 1 – Get Their Attention
The subject line makes or breaks an email campaign. A boring topic is going to send your piece right to the virtual trash. Build around your subject line. It’s one of the most critical elements. Without a thought-provoking message there, the rest of the email really doesn’t matter. People use their computers these days for social interaction, news, movies and games. They take multitasking to a new level. When a consumer opens the inbox, time is of the essence. A witty or attention grabbing subject line will make them stop in their tracks and click to see what they are missing.
# 2 – Talk to Them, Not at Them
Make the content relevant and personal to each person that reads it. Consider the audience when you are composing the message for this communication. If you are the owner of a store that sells many different products, create a campaign for different audiences. You might promote baby clothes to new mothers or jeans to teenagers. If you send information about every product to every potential customer, your message will be marked as spam quickly.
Talking to them also means making it personal when you can. Use a name when possible in both the text of the email and the subject line. Generic forms are tedious, but when you put a name on it, suddenly it becomes personal and significant.
# 3 – Keep Them Talking
Word of mouth is a powerful tool and so is an email marketing campaign. Marry them together by creating a message they will share with their 250 friends on Facebook or the 500 followers they have on Twitter. You want an email they will share on Pinterest and Tumblr with family. Create content that is jazzy and makes the masses want to talk about it.
# 4 – Call Them to Action
Call to action is a term often seen in marketing blogs or articles, but what does it mean? The email you send to subscribers or customers makes them want to do something, but they may not know how to get there. Give them clear directions pointing the right way. Click here, find it, try the new, buy it now – these are all call to action phrases. Inspire readers to do what you want them to do.
# 5 – Keep It Clean
An email with broken links and misspelled words will cost you. Check the copy thoroughly for errors. Use a spell and grammar checker to ensure you are giving readers clean, professional copy. Check all links and send the first email to yourself to make sure it looks right.
Ten years ago, email marketing may have seemed like a waste of time. Today, it is an effective tool to increase sales and drive traffic to websites. Get the most out of email campaigns by taking some time and creating a plan to get good return for the effort. You want it to be successful right?