Though social media and other forms of communications are continuously increasing and presenting themselves, email is one tool that has remained a relevant and powerful way to connect with consumers. When done correctly, an email campaign can generate new and recurring business and effectively communicate with current consumers.
There are many different tools that can be used to create a smart and effective campaign but the success also relies on the content of the emails. Combining digital tools and communications strategies will create a successful email lead generation campaign.
The following tips will give you insight on how to effectively use tools and communication to create a successful campaign.
1. Be clear and clean
The most important factor that you must consider during creation, editing, and sending of your email campaign is the clarity of it. A messy, confusing, or unedited email campaign can create a bad vision for your company or brand. Make sure all emails are clearly laid out, easy to read, and edited. Consider using a template tool which will allow you to easily design a clearly formatted email.
2. State a campaign goal (and stick to it)
Within one campaign, you may send out hundreds of emails all with a different message or promotion. It is crucial that all of these emails fall under the same campaign goal. Before beginning the campaign process, you should have clearly identified what are your goals for this campaign and how you wish to achieve them. As you need to get creative with each email, it can be easy to lose track of the original goal. Have an editor or campaign director ensure that each email is aligned with the overall goal prior to sending any mail.
3. Write interactive content
Your readers will not be entertained if the content within the email is bland and boring. Regardless of what your campaign is about, include content that is interactive and engaging. Try using clear visual aids, target audience related references, and embedded links for more information. This will encourage consumers to open up the attached links, continue to read the following emails and notice your brand.
4. Focus on your subject line
The subject line is your first chance at grabbing the consumers attention. This line should be catchy but relevant to the content inside. If you are having a promotion, use that information in the subject line to entice your readers, or utilize the key message of the email. This is the first determinate to see if your audience will continue to read. Remember to be relevant and attention-grabbing.
5. Test your emails
As you will be sending out emails to a large number of people, you want to ensure that there are no problems with the links attached, no spelling mistakes, or format changes. It is crucial to test out your email prior to sending them to your targeted audience. There are many online platforms that act as an audience which will catch any mistakes and help improve your mail. Utilize these platforms to ensure that your campaign is ready to go live.
6. Analyze and edit
Though you want to grab your audience’s attention on the very first email of your campaign, this may not always be the case. It is important to analyze and edit your campaign after each email has been sent out. Review the response rate, analyze which parts of the mail received consumer attention and if your target audience was appropriate. Campaigns are a learning curve and they should continue to change and shape as the campaign moves forward.