The last thing customers want is yet another email blast that fails to serve their unique needs or wants. “Junk mail" is distracting and frustrating, and if sent too frequently, it can end with the recipient unsubscribing. If you're sending out emails that don't speak to user needs, don't provide any value and are mass-distributed, you may be dissuading users from engaging with your brand now and in the future, too.
So to cut through the clutter of people's inboxes, you must implement a tactical approach to email marketing that keeps objectives such as higher open rates and clickthrough rates at the forefront. Ultimately, the goal of your email campaigns will likely be to drive users back to your website, allowing you to continue marketing to them and move them further down the funnel toward a conversion.
In order to do so, consider the following guidelines while crafting your campaigns:
1. Don't email the masses.
When it comes to email marketing, you should not blast the same template out to all of your subscribers. Yes, you probably want as many people as possible to know about your brand, your services or your special promotions, but sending out one generic email to everyone doesn't help your message resonate. Try to make your campaigns unique for different segments of your audience. This can ultimately instill trust with the user that your brand understands their needs, because if not, they may hit delete in no time.
2. Get personal.
Always try to send relevant emails with customized subject lines and message lines based on the user contact information that you've captured already. If you keep your email lists organized, it's quite simple to automate and personalize content so that either the company name or recipient name is built into your content. This easy-to-implement step can play a significant role in grabbing the attention of users scrolling through an inundated mailbox.
3. Select the right format.
The format of your emails is critical to how many users will actually read them, engage with them—and then click through to your website. When recipients open their emails, they don't expect to see as much text as they would when reading a full-length article, so it's essential you keep it concise. Use large text to convey your main messaging and keep your copy to one column—if you start adding multiple columns of text, you run the risk of overwhelming readers. Whether you want users to “request a quote" or “buy now," calls-to-action should be prominently displayed in the email, making it as simple as possible for the user to take the next step that will lead them to your website.
4. Make it mobile-friendly.
Most users check their email on their smartphone while on the go, not necessarily while sitting at a desktop. To ensure readability and to not jeopardize user experience, your campaigns must render well on desktop tablet, and mobile. If your emails don't appear as intended to when a user is accessing it from their mobile device, they likely aren't going to engage with your email nor receive any real value from it. When preparing your emails, allow time to test the “mobile friendliness" of your campaigns. Check to make sure font size isn't too small or difficult to read from a smartphone, buttons are easy to click with your thumb and that there is no need to do excessive zooming in or out to view images.
5. Follow up appropriately.
The first email from your campaign is your initial touchpoint with customers—and really only the first step to effective email marketing. Simply sending one email out isn't enough to actively engage and convert your users; it's a process. Your follow-ups to your audience shouldn't be a basic reiteration of your original message over and over again. Instead, try to use these follow-ups to display added value with each email. It may be a good idea to use each email from your campaign to build on the ideas from the one preceding it.
Regardless of the size of your business or the industry you're in, email marketing can be incredibly beneficial in terms of garnering sales and boosting ROI. However, in the modern era of email marketing, where users are flooded with content on a daily basis, it can be essential that you use a tactical approach in order to stand out among your competition. Tailoring initiatives to meet the unique needs of a specific audience can be an effective way to engage your users and drive customers back to your website, where you can help facilitate conversions.