Email marketing is an effective way to keep customers informed and stay connected to a brand.
The benefits of lower costs in comparison to other mainstream marketing channels has made email a popular channel to send marketing messages to a targeted audience and as a way to generate leads. Despite claims that email marketing is dead, it is still one of the single most effective ways to build relationships. To maximise the results from your campaign, here are ways to create leads.
1) Subject line
Subject lines are one of the first impressions an individual see when an email has reached their inbox. According to Convince and Convert, 33% of email recipients open an email based on the subject line alone and 69% decide whether or not an email is spam based on the subject line.
A successful campaign starts with a subject line that grabs the attention of customers. Good subject lines are often relevant and descriptive to the recipient.
The best way to create an engaging subject line is to keep this short, simple and relevant to the target audience, give them a reason to click and open the email.
Avoid spammy words such as FREE or unusual characters since this could decrease click through rates. If writing a promotional email, ensure words such as ‘discounts’ is included in the subject line, so that the benefits stand out straight away. It is important to keep the audience in mind and test keywords and phrases they prefer. A/B testing is usually a great way to test whether different subject lines affect open rates.
2) Segment emails according to behaviour
Behavioural email is one of the most valuable email strategies a business can adopt. By basing different messages around varying consumers’ behaviour, the message is much more targeted towards the individual, which in turn increases conversions. Statistics show that contextual emails have an average open rate of around 50%, whilst general newsletters have an average open rate of around 22%.
Marketeers should monitor how different users interact with a brand and segment these into categories, these can include those who have purchased an item, or those who haven’t purchased in a while.
Costa Coffee does a great example of this by creating conversational content. The email below asks customers what type of coffee drinker they are. Based on this information, customers are profiling their own data based on what they drink, subsequently saving Costa’s marketeers many hours of date segmentation.
By categorising behaviour, a brand can tailor different messages to each group, making these emails more relevant to the recipient which increases engagement and creates more conversions.
3) Good content
Today, consumers are bombarded with many marketing emails which makes it harder for a brand to get their message across and stand out from others. But with compelling and engaging copy, this entices the recipient to read on and undertake a specific action.
To produce content that is relevant, consider these key questions:
- Is the content of value and relevant to readers?
- What images will you use?
- Is the message too long and does this flow nicely?
- Is this overtly self-promotional? If so start over again and draft a few versions as the end user won’t engage in a positive way
With the right messaging, users are likely to convert from leads to customers over time.
4) Add social sharing buttons
Adding social sharing buttons increases the number of people that see your email. According to Social Times, this increases click-through rates by more than 150%.
Many ecommerce stores such as Fancy, a curated product site and app, uses share buttons in the footer of their email to encourage people to share the message as their friends might be interested in some of the listed products in the email.
5) Landing page
When creating an email campaign, many businesses often overlook the importance of a landing page and simply direct users to the homepage.
The whole purpose of the email is to encourage users to undertake a specific action such as sign up for a newsletter, shop on the website, or to fill in a form, yet when users land on an unrelated landing page, this provides bad user experience.
16-25 Railcard is a good example, each button on their email is linked to a related landing page.
A powerful landing page needs to be consistent with the creative theme of the campaign. In addition to keeping the user focused, a landing page should provide continuity. Both the email campaign and the landing page should have similar text and design.
If you would like help with your email marketing campaign, then contact Speed Agency or give us a call on 01832 280032.