August 2, 2019

9 Tips for Successful Email Marketing Campaigns

4 min

Email marketing (as defined at the agency) involves sending high quality targeted emails to your prospects to build a relationship, maintain it and generate specific actions.

It is one of the least expensive and most effective channels to:

  • Position your organization;
  • Win new customers;
  • Retain customers.

The challenge with email marketing is to make sure your subscribers open the email. We receive so many emails from different companies that we often delete them by habit – even before we open them.

Here are 4 examples of email categories that have the potential to get your subscribers to read your communications:

1. Curiosity: if the subject of the email manages to pique your audience’s curiosity, it will be more inclined to want to know more! Be careful to deliver the promised goods and not to fall into outrageous exaggeration.

2. Benefit: the goal here is to offer them valuable content (e.g. exclusive VIP event discount, explanatory video, etc.). The benefit must be presented from the beginning in the title of the email (subject line).

3. Urgency: this is the type of email par excellence for your flash sales! We all have a constant fear of running out of time or missing out. The content of “urgency” category emails encourages the reader to make a decision before a deadline or within a certain period of time.

4. Proof or results: Proof or results obtained are good ways to strengthen the credibility of your brand. The evidence may be a testimonial or a review from a client. The results show the benefits of working with you or supporting you. A call to action is added.

An email may fall into one or more of these categories. In any case, we must remain relevant and honest.

Another important aspect of email marketing: statistics!

Analyzing your statistics will help you improve along the way. Take a look back on your previous campaigns to identify emerging trends, good and bad. As we often say, good marketing is between art and science!

1. Timing is everything: avoid sending emails during the “inbox purge”, where all emails from your competitors are sent. Prefer the following time slots: between 8:30 and 10 a.m., between 2:30 and 3:30 p.m. or between 7 and 8 p.m.

2. Call your subscribers by name: personalizing the email subject line with your subscriber’s name can increase open rates by 23%!

3. Positive in the AM or negative in the PM? People like to receive good news in the morning to start their day off. If your email is positive for your subscriber, it’s preferable to send it in the morning. If the subject of your email is less joyful or more serious, it’s better to send it in the afternoon.

4. Be provocative, controversial or relevant: no one wants to read boring emails with dated information! You can afford to have a more provocative topic, or talk about market trends to show you are the best in your industry.

5. Use odd or specific numbers: if you round up (or down) the numbers you use, your subscribers will think that you are lying. A title like 1,322,956 Free Clicks From… is much more effective and credible than if you write More Than a Million Free Clicks From…

6. Keep it short: between 6 and 10 words or no more than 25 characters in your email subject line; it is ideal to obtain the best possible open rate.

7. Use the second subject line: Most of the time, companies will use the default second subject line. You have another 6–10 words to convince your subscriber to open your email, use them to your advantage!

8. Add symbols to stand out: if you add the right symbols in your email subject line, open rates can increase by 10–15%!

9. Use your photo or logo: If you want your subscribers to recognize you in their inbox and associate an image with your brand or business name, you could add a photo of yourself or your business logo in your profile.

Would you like to know how email marketing can help you reach your goals? Let’s discuss!