With different social media tools out there, how do you still engage customers with email? Holly Mason offers tips on launching an effective email marketing campaign.
Mason is president and owner of MasonBaronet, an integrated marketing communications firm in Dallas. Mason works with everything from Fortune 500 companies to startups.
Make sure your messaging and content are consistent with other communications. The rules for a successful email campaign are the same as those that govern all of your brand communication. Audience. Strategy. Message. Integration. It’s about creating clear, consistent messages that connect with your audience and encourages them to respond.
Send the kind of email that can’t be ignored: Know your audience, and use your recipients’ names. It helps ensure opt-in, and it reduces spam complaints. And remember, the majority of emails opened today are opened via mobile device, so be sure that all email marketing efforts are mobile-ready.
Most mobile devices cut off email previews at 35 characters. Incorporate attention-grabbing subject lines and keep the most important messages above the fold. Stay on topic: Focus on the most relevant product or service, and mention related offers sparingly and thoughtfully. Establish your credibility and authority by freely sharing your thought leadership.
Pay attention to unsubscribed and bounced recipients, and honor their requests in a timely fashion. There are many good options for email marketing platforms available that make management simple. Pay attention to the way the service manages contact information and measures results. Use that knowledge to refine your calls to action and create even more relevant content for future campaigns.
Invite users to engage through your website and social media channels. Get them actively involved in your entire online experience. Present a clear call to action. Include ways to subscribe, request more info or download resources.