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6 Steps to Successful Email Marketing

Due to the low cost nature of email marketing, there is huge potential to increase/ improve your return on investment. You can send a large number of emails in a short amount of time. This provides you the opportunity to create business leads / valued conversions at a minimal cost to you. In addition to this email marketing is instant, you don’t have to wait for the postman to deliver your letter, you simply click send and within seconds your email is sitting in your recipient’s inbox. Therefore you can target your audience quickly and efficiently. To make sure your emails stand the best chance of success follow my advice below.

1. Organise your email marketing database

You will be able to target your emails more effectively. If you segment your recipients into relevant groups then you will be able to adapt the content within the email so that it is more suited to the person receiving it. There is no point in sending an introductory offer to your existing clients and there is no point in sending an offer for existing clients only to prospective clients.

2. Write a powerful subject line

You should put adequate time aside to construct your subject line. Your subject line is effectively your headline. This is your opportunity to capture the interest of your recipients and encourage them to click through to your email to read the remaining content. Readers will be much more likely to open your email if they can see that the email is going to be of use to them and is going to benefit them in some way. Therefore you should concentrate on creating a subject line that shows readers what they will gain from reading your email. Some of the most effective email subject lines contain the words “How To…”, “For Success…”, “Effective…” and so on.

3. Add personalisation to your emails

This is a very useful technique that immediately creates a stronger relationship between the sender and the recipients. Not only does this create a level of familiarisation it also encourages recipients to read the content as they can see that the content is intended specifically for them and are therefore less likely to disregard the email as spam.

4. Ensure your email is optimised for mobiles

We now live in a fast paced, constantly connected environment and according to Mobile Marketing Magazine  “7 in 10 people in the UK now own a smartphone.” Therefore if your emails are not optimised to be opened on mobiles it is likely that you are damaging your business as your marketing reach will be dramatically decreased as a large proportion of emails are now opened on mobiles.

5. Split test

This is great way of ensuring that the emails you are sending stand the best chance of success. Some email programmes for example, My Emma will allow you to split test three different subject lines chosen by yourself. The system sends emails to approximately 20% of your chosen database. You can then tick a box that will allow the My Emma system to monitor the success of this proportion of emails sent, identifying the most successful and sending the remaining emails using the subject line that has proved most effective.

6. Track results

Some email programmes will provide you with analytics of each of your emails that you have sent. This is great because it will allow you to see a variety of things including; how many people have opened your email, whether your email has led to any conversions, whether your email has bounced at all or whether anyone has opted out of receiving your emails. This data can help you improve your future emails.

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Sophie Angell
Sophie is part of the Digital Marketing team at WNW Digital, concentrating on running your social media channels, writing blogs and writing content for your websites. You can follow Sophie on Twitter @SophieWNW or alternatively email her at sophie@wnwdigital.co.uk

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