Creating the perfect email campaign – from the ever-important subject line to the detailed, but not too detailed, body message – is an art. Check out our email marketing foundations to fine tune your email strategy for success.
Who are you talking to?
Start with an in-depth analysis of who you want to receive your emails. How are you building up your email list? Will you have separate audiences who will receive tailored emails, or will it be one mass email? These are great starting questions that will help shape your email marketing campaign and strategy. Once you have a clear picture of who your audience is, it’s time to start identifying your message.
What do you have to say?
Start with the body of your email. What are you going to highlight to your audience and how can that be summarized into a captivating subject line? Whether this is a one-off email or part of a larger campaign, it may take time to establish what your audience responds best to. You can speed up the process by A/B testing subject lines and varying your format and tone until you have enough data to make the call. Even if you’re happy with the results, it never hurts to review your email insights to make sure they are performing as well as possible. These performance results can be useful in understanding how the email recipients are engaging with the message.
When are you going to say it?
Our best advice is to map out what you want to say and when. Will you be sending an email once a month? Once a week? Identifying your ideal cadence may take time and involve some testing just as your content strategy does. Aside from how many emails you’re sending, be sure to play around with the time of day too. If you’re sending a B2B email, consider early to mid-morning to be most successful, and if you’re sending a B2C email, mid-afternoon on the weekends may be the best. You won’t know until you test!
How will you know your message lands?
Are you measuring success by open rate, clicks, sign ups, sales, etc.? You can’t determine the success of an email or an email campaign without asking yourself those important questions.
Email marketing is a fun process for those interested in blending their data-driven and creative side. At the heart of your strategy should be testing to find what works best for the particular audience you are hoping to reach.
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