Anyone who has ever worked with a marketing campaign knows that it is hardly coincidence that determines whether it will be a success or not.
It’s about everything from the target group to the timing and circumstances in mind. The same applies to sending e-mails, regardless of whether the purpose is to spread the newsletter or to attract customers to the website.
Here are 10 things to keep in mind before starting your campaign.
1. A clean list
Ways to avoid the spam filter is to try to have as updated a list as possible. With a list of many inactive subscribers, the opening frequency can be as low as one percent, while it can rise above 50 percent if the addresses are active. It makes a difference when it comes to statistics.
First and foremost, it is important to define what an inactive subscriber is and there it is important to take into account several different things, such as how often your mailings go out.
Then we split the list straight down into those who are active and those who are not. Many people find it difficult to throw away their contacts, but sometimes you have to clean the closet.
2. Avoid shortcuts
Building your marketing through email is something that takes time. There are no quick fixes, quite the opposite. For example, if you buy an e-mail list to be able to fill in the contacts, there is a risk that it will bite you in the tail at a later time.
Many times these are addresses of varying quality and which can also be spam-rated by the larger clients.
Deliverability is an unsexy word but it is incredibly important. Many people try to buy a list of email addresses but that is really the worst thing you can do. The key to everything is to have permission to send out the marketing to the customers.
There are independent organizations that hunt down spammers and it is possible, for example, to get warnings from Google or Microsoft. You do not want to end up in that seat, then it can be difficult to arrange it.
By working with the right addresses from the beginning, you go directly to the inbox and avoid the risk of ending up in the spam filter.
3. Keep the mailing exclusive
the importance of making sure that the customer thinks it is relevant to subscribe to the newsletter. Posting campaigns on social media and on your own website can of course be positive, but it is also important to think about where you are posting.
If the same type of discounts appear on Facebook as in the newsletter, there is no greater meaning for the customer to subscribe to the mailing.
It is important that the departments that manage the various channels cooperate and use the tools in the best way.
E-mail is directed to me as a person, where I must actively open my email and go to the inbox. If the discounts end up in a flow, it will not feel as exclusive.
4. Build the relationship and take advantage of the existing customer group
Working with the current customer group is a must in successful marketing. If the customer already knows the company, not only does the opening frequency increase significantly, the chance of conversion also becomes higher. An effective trick is to capture the customer already on the website.
If a customer leaves the site with items in the shopping cart without making a purchase, you can send out an email – it’s a great way to start working on a relationship. Those mailings generate four to eight times higher opening frequency.
By working with existing customers in an efficient way, it is also possible to get new and qualitative addresses.
It is best if you have a button function where it is possible to forward the letter, because it is usually not so nice if you forward the mail using the email program.
For example, if you invite to a seminar, you should have a function where it is possible to invite a colleague.
It can be about the customer receiving a discount if they register an extra participant or tip them about the mailing. People trust other people, which is why this is so important.
5. Customize the mailing according to target group and time
Knowing when to plan the mailing can be at least as difficult as filing the content. Here it is important to keep a close eye on when the activity is greatest, but it is also important to have other events in mind.
For example if you where to send out when a big event like the Super Bowl was going then that could be the tipping point you would need to succed.
6. Find out the purpose well in advance and then follow up on the results
Working with email marketing is about much more than the direct results. If the goal is to sell more products in the web shop, it is easy to see how many conversions the campaign has given, but if the idea is to attract more customers to the physical store, it can be more difficult to measure.
Email marketing is like any other communication, it goes both ways. A good way to work is to link your Google Analytics account with the mailing, in order to see what the customers who come from the newsletter do on the site.
Then it is important to reconcile with other parts of the company. It is important to have a goal and follow up the statistics at regular intervals.
7. Adapt the mailing for mobile use
The statistics point in one direction: mail is increasingly read in mobile phones. That is why it is extremely important that the mailing is adapted for the mobile platform – at the same time, it places completely different demands on having an interesting headline and a powerful line of topics.
People do not spend as much time reading emails on their mobile phones as they do via the computer and it is important to catch the attention. In addition, it is easy to be fooled by the statistics.
You often open a mailing via mobile but complete the purchase on the desktop. Here it is important to know the purpose of the newsletter.
We also need to ensure that it works on all clients. It is not possible to ignore, for example, Outlook. That is why we try to code the design so that it suits all clients.
It is of utmost importance that customers have the same experience of the content regardless of which device they are sitting on.
8. Make sure that the recipients really want the mailing
For best results, it is important to work with quality email addresses. Recipients who already know you are in principle always better to focus on than recipients who do not.
An important technique in email marketing is double opt in, and is simply based on you asking the customer twice before sending.
9. Do NOT forget the site
An at least as important aspect to keep in mind is what happens when the customer clicks on from the mailing to the site. Many people make the mistake of sending the customer from a mobile-adapted e-mail to a site designed for desktop.
i have had many customers where the mailing has been adapted for mobiles but where the website has not been. Then the customer just gets pissed. Before you start email marketing, you need to tailor your channels to work for your mobile.
10. Do not underestimate dynamic content
The time when the internet was filled with moving images in all sorts of colors may be over, but using animations or movie clips in a campaign should still not be underestimated. It can even be a great way to explain a product or count it down to an event.
With the help of gif animations, it is possible, for example, to show different colors on an item of clothing. It will be much easier than explaining in long texts. Email becomes more fun to read and customers become more eager to buy.
Video material is another way to liven up the mailing. It is easy to absorb, fun to work with and usually generates many shares on social media.