Email marketing is one of the most effective and least costly methods of direct communication between you and your customers/prospects.
In addition to being effective, it’s also personal and accessible for a wide variety of companies. In just a few simple steps, you can set-up and run an email marketing campaign of your own. Here are 10 tips to help you generate and send high-performing emails.
1. Have a Goal
What is it you’re setting out to achieve? Do you want to inform your customers/prospects about a product, solution or promotion? Do you just want them to know who you are, or are you hoping to drive business? Once you have identified the goal of your email, you can then determine your audience.
2. Tailor Your Message to Your Audience
Audience segmentation is the process of dividing a list (customers, prospects, etc.) into smaller groups based on some type of common characteristic. For example, you may choose to segment your audience based on the previous solutions they’ve bought from you, or you may have a list of contacts from a recent event that you want to target. By segmenting your audience, you can tailor your message to fit that specific group, thereby creating more relevant and interesting content.
Some suggestions and tips on content:
- Case studies and customer-wins
- Propose a solution for a common problem they’re experiencing
- Showcase the benefits of a solution that they don’t know they need
3. Always Include a Call to Action
Back to #1, announce your goal and ask them to take action on it. Want them to register for an event, download a flyer, set a meeting? Clearly state that and make it easy for them to do so with buttons and clickable links.
4. Maximize your Subject Line
This may be the single most important component of your email. Your subject line is the introduction to your email; write a less than captivating one, and your audience won’t be interested in opening the email. Don't lose the opportunity to communicate your message.
A good rule of thumb for subject lines is to focus on grabbing your readers attention. Be careful not to include any words that could potentially trigger a SPAM filter, and use a subject line tester to double check your subject lines.
5. Keep it Short
When it comes to email people want a short and sweet message. Use bullet points and short paragraphs; stay away from lengthy text. Also, limit the scroll – and consider the device they may be on - most people read emails on their phone which will make a long email seem even longer.
6. Include Contact Info
We are in technology, we all know cyber security is a concern for everyone and some of us are more cautious than others. Not everyone will want to click on your link but they may be interested in reaching out independently or at a later time.
7. Use a Professional Tool
Outlook emails are easy to send but don't offer any useful analytics and BCC'ing your entire customer-base does not scream "professional." There are several user-friendly and reasonably priced email tools available like MailChimp or leverage TBI's Partner Marketing Center (TBI PMC). TBI PMC offers a free tool for sending email with pre-loaded content for TBI partners to utilize.
8. Gather your Contacts
Import your list, API into your CRM, whatever you decide to do, just get all your contacts into one place so you can efficiently communicate to your customers and prospects in one fell swoop.
9. Timing is Everything
Don't let all your hard work go to waste by sending your email during a time that gets less attention.
- The best days to send emails (in this order): Tuesday, Thursday, Wednesday
- The best times to send emails (in this order): 10AM; 8PM – Midnight; 2PM; 6AM
- An unsubscribe link is required in all marketing emails; most email tools will populate this for you automatically, but you should ensure you don’t delete/send without one
10. Always Be Optimizing
Use your reporting metrics to see if your audience is opening emails, when and what they care about. Utilize this information to run tests on subject lines, content, time of day, whatever you want - but stick to one test at a time.
ABOUT THE AUTHOR
As Digital Marketing Manager at TBI, Amanda is responsible for creating and writing engaging content and assisting with internal and external communications programs. She manages a portion of the digital marketing efforts for both the TBI and Omni Center teams, including social media strategy and execution. You can reach Amanda at firstname.lastname@example.org connect with her on LinkedIn.