Three email marketing principles you can put into practice
Every company has the potential to achieve fantastic results using simple principles in their email campaigns. This month we look at three principles that could help you achieve your email marketing potential.
1. Subject lines
The subject line is one of the most important elements of your email. Start by identifying the length of your email campaign. Are you sending a stand alone email or will it be a regular update?
Monthly newsletters and regular updates can benefit from using a fixed subject line. This helps the readers identify the email quickly in their inbox. If you write a different subject line for each email ensure you include at least one consistent element.
Many studies have identified that including a brand, company or product name in the subject line can significantly increase readership. The most important thing is to enable your readers to identify your email quickly and easily in their inbox.
2. Text to Image balance
A recent article by eMarketer identified that business-to-business campaigns achieve higher click-through rates when the email has more text than images. However, business-to-consumer campaigns achieved higher click-through rates when the email included more images than text.
Your email campaigns should reflect your target market and compliment your non email marketing literature. It is important that your campaigns have a consistent style across all marketing media.
3. How to find out what works for your market
These email marketing principles can help you get started. However, email marketing is not an exact science. You need to test your email creative and try out different approaches. Always take a deliberate approach to your marketing. Plan what you are going to do and why you are going to do it.
Always review your campaigns. What was the read rate? What was the click-through rate? How many responses did you receive? Record these statistics for future reference.
Only change one or two elements of the campaign at a time. This way you can easily monitor the impact of the change and ultimately identify what works for your market. |
