Ever wondered why some companies take off and others flop like your first attempt at a Sommelier exam? It’s one thing to develop an innovative product or service, but as the Silicon Valley geeks know, you need killer branding, sleek design and an email marketing system in place to really boost your brand to infinity and beyond.
As a creative designer and business owner, I have developed throughout my career a handful of email marketing campaigns in a quest to increase sales. For companies offering products and/or services, email marketing is a vital factor and one of the most effective ways to get your customer hooked on your brand like a drug.
Here’s what you should be paying attention to when crafting your kick-ass email marketing—(pardon my language):
Subject line: create interesting and more relatable subject lines–your first goal is to succeed in getting the email opened!
The sender: sometimes it’s more effective to have the email appear as a tough it’s coming from a particular person in the team, rather than simply from the company. It will depend on how you’re presenting your company–small and personal or more corporate?
'Clickable' links: once your email has been opened, your goal is to encourage the reader to click over to your website. So, make as much as possible in the email “clickable”–your images, product and service titles, parts of the text, social media links, and so on.
What’s in for 'them': remember to keep the copy customer-centric and with a focus on the benefits it offers, not the features. It should be always about them, not you, (sorry)!
Story 'tell': include information that doesn’t simply promote your products or services so your copy sounds like an actual flesh-and-blood human, not a robot. As well as selling, you are also aiming at building a relationship with your customers, so you don’t want to come across too overtly commercial.
Pick a schedule: create a set schedule for your mailings. You don’t have to send them too often, just make sure they’re regular.
Have you used email marketing in a campaign? What difference did it make? According to a recent study, email marketing is most effective when the emails are sent on the weekend, and in the evenings between 8pm and midnight. I personally recommend MailChimp–and it's free up to 2,000 subscribers–although there are dozens of other excellent ones (such as Constant Contact, AWeber, iContact, and Mad Mimi). Share your thoughts in the comments below!