Crafting Better Email Marketing Campaigns Can Help You Reach Your Business Goals.
Email is a highly effective form of marketing when done well. It can build brand awareness and drive sales. However, crafting an effective email takes both planning and knowledge of your customers. It also requires more than an old-fashioned hard sell.
We previously looked at three other tips to help you craft an engaging email, but there are plenty of aspects to a well-crafted email. Today, we’ll be digging into three additional tips to help you create more successful email marketing campaigns.
1 | Utilizing the Preview Text
The preview text is the bit of copy that follows the subject line as you see it in an inbox. While this seemingly subtitle-esque text may seem like a throwaway, many dedicated email marketers spend a hefty chunk of time finely crafting the preview text. After all, it is the second thing people notice after the subject line.
This copy should provide more context to your email. In other words, if your subject line has piqued their curiosity, the preview text should give them some more specific information that further entices them to open the email.
Leaving this blank or giving vague instructions decreases the chances of the email ever being opened and read.
2 | Segmentation and Automation
Segmenting your audience into smaller subsets or groups can help you craft emails that are specific to where the customer is along the buyer journey. Sending the same email to someone who is just starting to get to know your brand and a loyal customer is a good way to lose one or both of those audiences.
Speaking of new customers, automation can especially come in handy here. Once someone signs up for your emails, sending them an automated welcome message is a great way to help them feel like they are becoming a part of the community or send them a special offer or code for their first purchase.
For subsequent emails, set up a sending schedule to your different groups or segments. This automated process will help streamline your email marketing process and free you up for other tasks, such as copywriting.
3 | Timing Matters
While an email hangs out in an inbox until moved or deleted, you still have to take timing into consideration. Your email is a lot less likely to be opened if it’s at the bottom of someone’s inbox. Research has shown that 20% of emails sent are opened within one hour. So the time you send your email is crucial.
Play around with timing or use a tool that helps you analyze open rates and find out which time works best for various audience segments. Then stick to this timeframe, rather than just sending at your convenience. This will ensure that your emails are among the first to be seen by your recipient that very day.
As for the best days, generally, Tuesday and Wednesday are the best days, as these two days tend to be a little less saturated and don’t follow or precede a weekend.
Final Thoughts
Crafting an effective email takes insight and planning. You don’t want to send an email that you thought up at the last second. By adding context with the preview text, utilizing segmentation and automation, and taking into account the timing of delivery to the inbox of the recipients, you’ll be on your way to more effective email marketing that helps you reach your business goals!
Looking for assistance with crafting more effective email marketing campaigns? Tintero Creative can help you generate increased brand awareness, revenue, and brand loyalty through thoughtful email marketing campaigns. Schedule your free consultation to learn more!