How to Get Your Email Campaign Opened So Your Brand Voice is Heard
The thing about marketing in 2019, is that all of your communications – whether it be a social ad, TV spot, or email campaign – need to have a personal touch. When it comes to email marketing, this strategy is a quick and convenient way to get your message out there, assuming people actually open your emails. The problem? Your audience is receiving too many emails from thousands of different marketers. Be honest. How many times have you received a marketing email, glanced at the subject line, and immediately deleted it? That’s why during your next email campaign brainstorm, it’s important to stop and think: Is this subject line going to connect with my audience? If not, it will likely be deleted or ignored.
Regardless of how well-constructed your brand’s email campaign is – with concise but informative copy complemented by eye-catching graphics – everyone on the contact list who receives a copy may not be as enthused about opening it. There are a few steps that can be taken, however, to increase the chances of getting your email campaign opened. These steps are outlined by Michael Brenner, CEO of Insider Marketing Group:
Let recipients get to know and recognize you (yes – you).
While a lot of importance is attached to personalizing emails by addressing the recipient by their first name, equal time and effort should be given to how you, the sender, comes across. Your email display name and any signatures should, as Mr. Brenner states, “lend a face to your brand,” with a name that your audience will recognize.
Keep cohorts in mind before pushing “Send.”
Not all emails are relevant to your entire recipient list. Knowing the different cohorts that make up your customer base and what matters to each are clear indicators of what they’ll spend time reading. Additionally, some customers may fall into several cohorts. It is important to be aware of how many emails any given cohort will receive in a single day or week. This can help combat unsubscribes.
Supervise the subject line.
There is still only one chance to make a good first impression when a new edition of an email is deployed. Keep your customer base curious enough to want to find out about the content that connects to the subject line. The subject line of your email campaign should include your brand or business’ name as well as direct mention of anything from a new product launch to a promotion.
Is your email campaign going to each customer’s inbox?
For whatever reason, the email campaign you work so hard to put together may not even reach your customer but is instead being filtered into their “Spam” or “Junk” folders of their email programs. Once a customer signs up and agrees to receive content from you, be proactive and send a follow-up email to him or her, requesting a confirmation of their email address.
Maximize the mobile version of your email campaign
Mr. Brenner points out statistics from Fluent, a data solutions company, which state that most users check their emails from mobile devices, particularly smartphones. Additionally, the majority of these users delete any emails that do not display properly on-screen. The moral here is to keep your brand’s email campaign optimized for mobile in order to help maximize performance.
Keep time on your side.
Seemingly little things can make a big difference to customers, such as time. Keep the customers who enjoy receiving your email happy by scheduling it to deploy at the same time on the day of the week or month (depending on frequency) they’ve been getting it. When starting out, pinpoint the best time to deploy your email campaign, based on each customer segment.
Maintain subscriber and customer interest.
As the truism states: “Relationships take work.” And you have a relationship with your customer base. There is no guarantee that every customer who subscribes to your email will stay. It is therefore important to keep them engaged by offering special value or promotions, primarily during the holidays. Also, allow them the option to unsubscribe, as it will let you know who can be removed from your contact list, thus saving a lot of trouble and effort for all.
It may be said there is competition not only among brands themselves, but in the channels where they try to attract customer attention – in this case via email campaign. If you would like to enhance your brand’s email presence so that existing customers (and prospects) will click “Open,” the digital services provided by EGC Group can help. Contact us today to learn more.