How to Drive More Action Using Email Marketing

Statistically speaking, 59% of marketing emails influence customer purchasing decisions. If that doesn’t highlight the power of email marketing, we don’t know what ever could.

If you are looking to drive more traffic to your website, generate more leads and convert more sales, email marketing is one of the most effective marketing tools you can make use of. When used correctly, it can be a gold mine for marketers. Over 93% of B2B marketers use emails to help distribute their content, which makes it one of the most favoured forms of marketing available.

However, there is the risk that if your email campaigns are not executed efficiently, your emails will simply be ignored by all recipients. Luckily, we are not going down that road, and instead we are going to explain to you how you can create a successful email marketing campaign that will drive action.

How to Make the Most of Your Email Marketing Campaign

Mastering the art of email marketing can take some time to perfect. Here are some tips to get you started:

Ensure you perfect your subject line:

‍We all know the classic saying ‘don’t judge a book by its cover’. Unfortunately, this doesn’t quite apply when it comes to email marketing. Your subject line is what will either entice your recipients to click and read the contents of the email, swiftly move it to the trash can or even worse, mark it as spam. The statistics show that 47% of email recipients open an email based on the subject line alone. This is why it is crucial that you craft a powerful subject line to get past the first hurdle.

• Keep it short (ideally, 40 characters or less).
• Turn down the drama and avoid using capital letters or too many exclamation marks.
• Use keywords that are known for increasing open rates.
• Utilise emojis and numbers.

Focus on the structure:

‍When it comes to writing copy, structure is highly important. Consuming long paragraphs of information is enough to make someone regret opening your email and close it before they even begin reading. Following a logical structure and keeping your paragraphs short and concise will help enhance your email’s readability and entice the recipient.

It is also important to remember that you need a clear call to action (CTA). This should reflect what action you want your users to take once they have read your email.

Know who you’re writing for:

No matter what product or service you’re selling, you need to know who your audience is. Each business has a different experience with email campaigns, depending on its user base. Once you know who you’re writing for, you can tailor the copy to suit your customers’ needs and expectations. If you’re new to marketing, you can gather audience data easily through Google Analytics or your existing social media accounts.

Track your progress:

It’s important to constantly keep track of the performance of your email marketing campaigns. There are some reliable metrics you should regularly measure to maintain a healthy email list and improve your campaigns. Some of them we encourage you to monitor are:

• Open rate
• Click-through rate
• Unsubscribe rate
• Complaint rate (how many recipients marked your email as spam)
• Conversion rate
• Campaign ROI

Timing is key:

The success of your emails can be significantly determined by when you send them. The worst open and click-through rates tend to occur on the weekends, as most people have logged out of work mode. Every business is different, however, therefore using your own data to monitor when your users are most frequently opening your emails will help you find that 'sweet spot' that will skyrocket your open rates.

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Author: Nargis Jafferali from Digital Agency Network

Nargis uses her flair for creative ideas and an eye for perfection, alongside her business experience, to help her clients and assist them on their journey. Nargis leads her team to think outside the box, with both passion and originality.

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