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10 tips for improving the effectiveness of your email marketing campaigns:

  • Understand your audience: The “one fits all” approach is not always effective. Divide your audience into groups with similar needs and requirements. This makes your message more targeted and therefore more relevant.
  • From & subject lines:From which email address do you send your emails? Will the sender know immediately who is sending it or will they consider it spam? Short, budding and relevant subject lines are vital and give the user reason to open and read the email by opening the email break
  • Short and sweet:Time is short so count your message. Explicit Call Discount Action Longer emails will be skimmed and deleted. Put your price suggestion on the fold and make it clear to people who will browse your email to find out why (or delete) the email.
  • Don’t sell overseas:Be careful not to overwhelm your prospects with too many sales messages. Go along the educational route and sales will come when prospects are ready to buy. Once people click on your link, it will take them to their dedicated landing page where they can learn more about the product or service they offer.
  • Frequency:It is difficult to provide the exact number of emails that can be sent. It’s up to you and what kind of emails you’re sending (newsletters, invitations, discount offers). Just make sure customers are aware of how often you email and give them a chance to choose how often they want to hear from you.
  • Shareable:If you want to spread your message easily, you can share it. Include ‘forward to friend’ capabilities and social media links on Twitter, LinkedIn, Digg, etc.
  • Re-marketing:Follow-up promotions can be developed based on how your existing database sections responded (or did not) to the initial campaign. By measuring metrics like open rate, click through rate, unscriptions, determine what your audience wants and what is relevant
  • Measurement and testing:This applies to all parts of marketing. Call the action buttons, check the design, text layout, and length of your email, and see if you get a higher response rate on certain days of the week or at certain times of the day. What about those who use mobile to view emails? What does your email look like on mobile? The more you check, the more refined and effective your email promotions become.
  • Landing pages:Don’t forget about your landing page. This is the page that the recipient once clicked from the email. Make sure the page is clean, consistent and the price paid in the promised email.
  • Mobile Accessibility: Think about who you are targeting. If you are emailing contacts who leave too soon and then mobile will be the way for these people to access your information. Have you checked what your email looks like on iPhone or Blackberry? Did you then click through to your email and see what your landing page or website looks like on mobile?

We hope you find this number of my Digital Insider interesting and useful. Remember, you can also sign up to get monthly round-ups from our blog which contains more information and analysis on all aspects of digital marketing in the construction industry.

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