A rushed email campaign stands out like Boris Johnson in a working man’s club (that is not to say that I do not love his hilarity!), so allow time to brainstorm. Outlining your intended audience and their specific requirements is a must before you consider the content or design.
Make it concise! Your audience doesn’t want a year by year history of your company; keep the message relevant to its purpose. Remember who the end-user is, put yourself in the audience’s place and then construct key points to drive home.
Remind the viewer of your brand – ensure your logo is clearly visible and use your company colours as the decoration for the email campaign. You want the end-user to recognise your emails straight away, if they’re captivating (which they can be) then they won’t immediately look for the delete button!
The email campaign must have an end result for your business therefore calls to action are imperative. Link an image, video or blurb to sell your services/products and redirect them to your contact form. It’s not just an informative piece; make sure it serves a purpose beneficial to you.
How do you engross your intended audience? The first step is a catchy subject line – make it bright, bold, and snappy, it should not take more than a glance to read! The text should not be overwhelming therefore the quality is important. Use keywords and always sell your USP’s to help flag the obvious advantages of possessing your product or service to the potential customer.
Unfortunately the battle is only half won when the email campaign is ready to go. Nowadays it is not so easy to avoid your email ending up in a junk folder, you must try and avoid spam filters. There are obvious things to avoid such as words like ‘sale’ or ‘deals’ but as a constant rule leave yourself a period of time to test your email campaign.
As a final reminder track results, this will help you gauge how successful your campaign was by seeing how many opened or even received your email.
