You have the tools, you have the message, but how can you ensure it will have impact on your recipients.
Here are some simple tips for your campaigns:
1. Who is the email going to?
Once you know who the email is going to, do some research. What time do these recipients check their emails and read them, what will they be reading it on, smartphone or a desktop? What will they do with the information, will they share it to other friends or colleagues? All this information can help improve your click and open rates, as they will be likely to interact with your email. It’s also helpful to get the tone of voice just right.
2. What do you want to achieve with your campaign?
Is your campaign to inform your recipients or to sell a product to the recipients? Make it clear from the first time the lay their eyes on it. However don’t just stop there! Once you have the main objective, why not have a second objective to increase more interaction with the email. Encourage your readers to interact with your social media pages.
3. Your Content
Your Content needs to be simplified so that it’s easy to read straight away. Make sure everything is relevant to the recipient. The best way is to write a draft, and make amendments as necessary.
Once you have the raw materials it’s now time to put it all together and give the campaign a face.
4. HTML Template
With email most content is static, and producing it is completely different to coding a website. Not only that, many email clients read and display HTML differently to others and therefore can change how your emails look, it sometimes look broken!
Can this be solved?
Our Inbox review will allow you to check your emails in numerous email clients to see if there are any problems. Remember, it’s much better to spot these yourself and repair them, rather than have them pointed out to you by a subscriber.
It’s best to make sure that your email campaign is on brand. This helps the recipient to recognise the email once they open it. Your email campaign should also link to your website and needs to follow your brand colour scheme, keeping everything consistent ensures trust.
6. Get feedback and amend
At this point you might be tired of looking at the campaign yourself as you have seen it over and over again. It’s good to get fresh eyes on the campaign. Get feedback from a colleague and then discuss, amending if necessary.
Not sure whether you should keep your original or go with the feedback? This would be an ideal time to perform an A/B split test. You’ll be able to see which version works well with your recipients. From the report you can then send the best performing split to the rest of your target audience.
7. Signing off and sending it! And wait!
Once you are happy with the design, get it signed off (or sign it off yourself) and get it queued for sending!
8. Reporting back
As soon as your email campaign has been sent you statistics will start to populate in reports. Take a look, maybe even refresh a few times and watch them increment. After 48 hrs or so look at more in-depth reporting, try to establish: What worked well? What didn’t? The reports will show you how effective your email was, look at the key display time slot, look at the links and areas of your email that were most popular. Are there lessons that can be learned? If you have to report back to colleagues, don’t forget to use the Export to PDF feature!
Sourced: email audience.