{"id":5080,"date":"2010-09-02T12:12:36","date_gmt":"2010-09-02T12:12:36","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=5080"},"modified":"2010-09-02T12:12:36","modified_gmt":"2010-09-02T12:12:36","slug":"13-vital-tips-for-successful-email-campaigns","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/13-vital-tips-for-successful-email-campaigns\/","title":{"rendered":"13 vital tips for successful email campaigns"},"content":{"rendered":"

This post forms part of our<\/i> Science of Hosting<\/a> campaign.\u00a0<\/i><\/p><\/blockquote>\n

One of the most established forms of online marketing, email is an inexpensive and proven method for increasing sales and brand support when done properly. It\u2019s hard to get right, but here are some essential tips for increasing the success of your email and eshot campaigns.<\/p>\n

1.Keep text to a minimum<\/h4>\n

Unless you\u2019re sending something designed to be informative (like a newsletter), keep information to a minimum. All emails benefit from teasers, and don\u2019t post whole blog articles or give an exhaustive list of information about a product or service \u2013 you want to give the reader a reason to click through to your website. Your landing page should have all the information the reader needs to make a decision \u2013 think of the email as the trailer, and the landing page as the full-length movie.<\/p>\n

2.Target recipients as closely as possible<\/h4>\n

A well-targeted database will help you direct your emails at the right people and boost your click-through rates and conversions as well as reducing your unsubscribes. Divide your customer base up into areas of interest, and send each group of customers a specifically targeted email. This is easy to do if you have customers who buy a particular product or service. If you cover multiple areas of interest and have a mixed customer base, then create a sign up page where customers can choose which areas they\u2019re interested in to determine which emails they receive.<\/p>\n

3. Track, track and re-track<\/h4>\n

The more stats you have at your fingertips, the easier it is to improve your email campaigns. Have a look into software or services to help you track email opens, clicks, unsubscribes and so on. Are you getting a relatively high amount of opens? Then you\u2019re doing a great job with your subject lines.Do you have a low click-through rate? Then assess your content – maybe the reader is feeling overwhelmed, confused or bored. Experimenting is crucial, so try A\/B testing with different subject lines, content or text to see which styles are the most popular. You can try sending two different emails to a small sample of people and see which generates the most response before sending it to the rest.<\/p>\n

4.Timing is everything<\/h4>\n

Send out emails within traditional working hours. It\u2019s also a good idea to avoid lunchtime (12-2pm) and after 3pm, particularly if your database consists mainly of people\u2019s work email addresses. A lot of companies also avoid Fridays completely. If you have the time and resources, do a series of tests at different times of day to see what works well for you.<\/p>\n

5.Use emails sparingly<\/h4>\n

Everyone hates spammers, so avoid bombarding your recipients with emails. The more frequently you send out emails, the higher your unsubscribe rate is likely to get. A good way to test if you\u2019re sending the right number of emails is to get a friend to register for your mailing list, and get their feedback on whether you\u2019re sending too many or too few.<\/p>\n

6.Keep your database up to date<\/h4>\n

If emails bounce, then it\u2019s a good time to review contact details. If you\u2019re working with a huge number of subscribers, then remove bouncing email addresses from your list. If you\u2019re working with a relatively small number of clients, then it\u2019s probably time to follow up on their change of contact details, particularly if the same email address is used for important notices or payments. Leaving your database for long periods of time is an easy thing to do, but it will become less useful to you over time if you don\u2019t cultivate it.<\/p>\n

7.Proof read emails carefully<\/h4>\n

Customers are quick to spot mistakes in emails, so proof read carefully! It\u2019s always best to get someone who hasn\u2019t read it before to give it a thorough checking before you send it. Don\u2019t forget to check all the links carefully as well, particularly if you\u2019ve gone through several different revisions or have built the email using local or internal links.<\/p>\n

8.Use attention-grabbing subject lines<\/h4>\n

More specifically, use relevant attention-grabbing subject lines. Whilst the title is the first factor in determining a reader\u2019s interest, it\u2019s useless to \u2018trick\u2019 people into opening your emails through using unrelated, crazy titles. They\u2019ll just feel disappointed when they read the email and find out that you\u2019re actually promoting hard drives instead of pet unicorns. Depending on your customer base, you may also end up with a very confused and\/or disgruntled set of clients!<\/p>\n

Also avoid spammy-looking headlines, e.g. all caps, multiple exclamation marks, \u2018\u00a3\u00a3\u00a3\u00a3\u2019. Get the theme of your email across quickly and succinctly, and use teasers carefully.<\/p>\n

9.Give your readers options<\/h4>\n

Offer different versions of emails for your recipients \u2013 plain text, HTML, and browser versions provide plenty of choice and make life easier for readers. If you run a regular or timeless feature, then think about putting copies of past emails in an online archive for people\/customers to access when they wish (be careful how you promote this as you may find people unsubscribe).<\/p>\n

However, don\u2019t use alternative viewing methods as a reason to cut cross-browser and cross-client compatibility checking \u2013 your email is a reflection on you and your company, so always test as much as you can across all the big clients to avoid embarrassment!<\/p>\n

10. Provide clear calls to action<\/h4>\n

What do you want your reader to do? Don\u2019t send them in too many different directions by including lots of links\/messages, particularly if you\u2019re sending an email to promote a single product or service. It\u2019s too confusing and overwhelming. For single-focus emails, include a clear link or button fairly near the top to grab the more impatient readers, and one at the bottom so people reading to the end don\u2019t have to scroll back up. If you can get away with only a few sentences that don\u2019t go below the fold of the page or screen, then take that approach.<\/p>\n

Use clear, instructional text such as \u2018Click here\u2019 or \u2018Find out more\u2019 to direct readers to your landing page\/website. Buttons and large text are more eye-catching, but use sparingly for best results.<\/p>\n

11. Place your unsubscribe link carefully<\/h4>\n

An unsubscribe link at the top of your email makes it easy for recipients to unsubscribe without even thinking about it. Get them to at least give the content a glance by placing your unsubscribe link at the bottom of your email.<\/p>\n

12. Streamline the design process<\/h4>\n

Design and develop a template (or two) which you can easily modify for your emails. One of the biggest problems with sending emails is cross-client compatibility, so having a template that you don\u2019t need to extensively test every time will help you avoid major headaches. It will also help your emails look more consistent. If this is something you\u2019ve been putting off because it\u2019s a lot of work, now\u2019s the time to do it \u2013 it will save you a lot of time and hassle in the long run.<\/p>\n

A useful foundation for a basic email template is to make good use of space and coding, so that you can simply replace banners, buttons, colours and images for a completely different look without too much effort.<\/p>\n

13. Get feedback<\/h4>\n

Ask a few friends to register for your mailing list, then get their feedback on what they thought. If they can\u2019t even remember that you sent them an email, then it\u2019s time to work on your subject lines! You may also want to ask what they liked and didn\u2019t like about the content and presentation. This is a particularly useful exercise to carry out over a long period if you have multiple mailing lists and\/or groups, because it\u2019s easy to neglect one without realising.<\/p>\n

Have you got any tips or experience of using mailing lists and email campaigns? Let us know in the comments!<\/i><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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