Email marketing is powerful. Very powerful. This has led companies to make even greater efforts to increase their sales through this mechanism. And when you get an email marketing campaign to do its job, the rest might as well be left over.
Email marketing campaigns are conceived as one of the strongest digital marketing tools of these days. Direct access to the inbox of hundreds or thousands of people (even millions in some cases), has only one possible result: an undeniable increase in the revenue of the business using this marketing tactic.
The point behind this type of campaign is that people do not buy for the sake of buying. Every dollar that finds its way into our pockets is the product of constant effort. That means we are not willing to spend on just anything. Therefore, the bar is set high for companies that need to make an effort to create something that actually causes interest, and a good way to achieve this is by making use of the best tips for successful newsletter campaigns. Here are a few of them.
Choose a clean and simple design
The famous phrase “less is more” applies exceptionally well to email marketing campaigns. Nowadays, people tend to check their emails via a mobile app, so overloaded and slow-loading designs get almost automatically discarded.
To include visual content, it is best to use images that make a lot of sense for the brand and avoid videos (these can be inserted with links that if the subscriber wants to see them, they will go on their own). Animated GIFs are generally well accepted and do not generate too much load, you just have to assess whether they contribute something or not, taking into account the message and the type of brand.
Create an interesting headline
The headline is key to getting people interested in reading the content you are providing. Although it seems logical, many brands do not put enough effort into this aspect and, as a result, their statistics end up being disastrous.
For a headline to be considered well-crafted, it is necessary to consider the 4U rule and ensure that it is unique, ultra-specific, urgent and useful. It does not have to be more than one sentence that meets all these aspects.
The concept of “interesting information” is a point that is very difficult for digital entrepreneurs to understand. Interesting information doesn’t mean interesting for the company, it means interesting for the user. Spending the whole campaign pointing out how amazing the brand is and how the subscriber’s life is in chaos because they don’t have it, is not the recommended way to go.
What does work is to focus the content on the subscriber’s interests and desires and complement it with an offer that is irresistible. This methodology has been and continues to be very effective because the subscriber no longer sees the brand as just a salesperson, but as a friend they can count on.
Include links naturally
Links are a treasure trove for brands, and natural inclusion within every email will mark a dividing line between campaign success and failure. The idea when including a link is to motivate the subscriber enough to click, and the best way to achieve this is to incorporate it as part of the text.
In the past, a simple “click here” or something similar was used. Nowadays, however, brands are taking care to tell the potential customer clearly what is on the other side of the link, as a strategy to even be interesting to those who are reluctant to read the whole content of the email.
The postscript has a sublime function within an email marketing campaign. This is the space that brands should use to foster a strong relationship with the subscriber and arouse their emotions for the purchase. On many occasions, people read the headline and go straight to the postscript, expecting a summary of all the lines of the message.
And it is right there that you have to be bold enough not to give them a summary but a benefit or a strong reason to drive the purchase of the product, so that they have no choice but to enter their card details and buy it.
The frequency of dispatch
The frequency of sending campaigns is important to take into account because users quickly realize when the brand is only trying to sell them something, which produces (whether they want it or not) a feeling of rejection in the customers’ minds.
To avoid this, it is best to stay top of mind by sending newsletters on a regular basis. Some brands set a daily frequency, while others do well with a weekly frequency. No matter how many, the important thing is to set a frequency and make sure that the subscriber is expecting to receive the communication on a certain day.
Good email marketing software
This is not an aspect that is directly related to the design and wording of the emails, but if it does not work well, all the previous work will go to waste. Choosing a secure email marketing software will allow email companies to verify that the source is safe and place it in the subscriber’s inbox and not in other less visited inboxes, such as promotions or the dreaded spam.
There are options that offer free accounts with excellent features, such as space for 20,000 subscribers and sending up to 80,000 emails in a month. These figures are more than enough for any start-up entrepreneur, and even useful for longer-term cases.
Email marketing is a strategy that is useful for any brand and where everyone can benefit, regardless of whether you have a lot of experience or not. It is with practice and the implementation of these tips that you will achieve the desired results. The first act of anything is always much worse than the one you will get after regularly performing the same action. So, let’s get started with it.