1. Content is King
Content is the most critical component of any successful email campaign. It is why readers choose to engage with the sender. The content (much like the subject line), should be brief but inviting.
It should summarize the key elements of the message, invoke a call to action and target the right reader with the right message. The correct combination of inviting, brief and targeted content can ensure that a company’s investment in the 13.4 billion dollars spent yearly on American email campaigns remains competitive.
2. Graphically Rich Format
Utilize well structured, graphically rich email campaigns which provide a unified branding scheme. The graphics should support the content while remaining uncomplicated, fresh and vibrant. They should work to enhance the call to action established by the content but not overwhelm the reader. Proper graphic usage and placement can ensure that the email is able to catch reader’s attention amidst the 247 billion which are sent each day.
Build a relationship with the audience as an email provider which always offers something of value to its reader. Developing trust with email recipients will generate success for the overall campaign. One way in which this trust can be established is by sending information from the same author. By having the same author publish valuable emails readers are able to connect with the company as a whole, its services and its values.
4. Establish a Goal
Take advantage of an email campaigns quantifiable analysis. Marketing tools are largely qualitative in there facilitation of a company’s cash flow. Email campaigns are among the few advertising strategies which can be measured in direct relation to a pre-existing goal. A company can track the traffic generated, amount of views received, number of senders and the ROI generated in response. A successful email campaign takes full advantage of this by setting into place realistic, measurable goals. Gaols which reflect the $583 billion dollar return on email marketing investments which are generated yearly in the US.
Evaluate the campaign post-distribution. Measure it against the pre-established goal, determine where it was successful and what the shortcomings were. Future email campaigns can be weighed against this evaluation. This will reduce the failures and leverage the successes. One form of evaluation which can be taken is a cost-benefit analysis. This will outline the time required to produce the email, the costs associated with such and the benefits generated as a result.
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