How many emails do you open in a day? The number may vary, but one thing is common for most of us. We tend to click on those emails that look appealing and relevant to us.
Even if you have subscribed to a website, you will only open a new blog notification email if it seems interesting or catchy.
Now imagine how many people subscribe to your email and how many visit your new blog every time. There is a huge gap between them. Why? Because not every email can capture attention and drive recipients to take action. However, what if we tell you that you can reduce the gap margin by crafting better emails?
Here are some effective tips that can help you make effective email campaigns and increase engagement rates.
Expert tips to make an effective email campaign
Here are some sure-fire tips to ensure that your email campaigns hit the target:
Clear objective
Before you draft an effective email campaign, you must have clear and defined goals. For example, you must ask yourself various questions about the email, such as whether it is to increase sales, drive traffic to a website, increase brand awareness, or increase customer retention.
Different objectives will allow you to figure out various effective email campaigns and follow diverse strategies.
Targeted audience
You must also ensure not sending the same email to different audiences as the results might be counter-productive. You must also segment your audience into various categories and customize the emails as per the needs and preferences to increase the likelihood of engagement.
Note: If your customers cannot relate to the email, it is possible that they will unsubscribe or ignore your emails in the future.
A strong subject line
What is the one thing that you notice before opening any email?
It’s the subject line, right?
The subject line gives you a clear idea about the purpose of the email.
Now think of sending an email with a confusing or boring subject line to your audience.
Will they open it? No, right.
And therefore you must pay equal attention to the subject line as much as you pay to the content.
Your subject line can create a sense of urgency and highlight the immediate benefits. You can even test out various subject lines through AB testing to understand which subject line will resonate with your audience.
Visuals
Visuals are the best way to grab the attention of the readers. You can use interactive images, videos, GIFs and a lot more to keep your readers engaged. This list can also include interactive elements like clickable buttons, carousels, or quizzes to boost engagement. These elements can improve the user experience and also collect useful data that can help you make decisions later.
But there is one thing that you need to ensure while using visuals in your email. You must prioritize accessibility to all users consistently, regardless of what device they are using. You can do so by using mobile responsive email designs. You can even test your email on various devices before sending it to the actual audience.
Clear CTAs
You have to test and optimize the CTA placement in your email if you are looking for 100% success. You also have to ensure that they are placed strategically and not disturbing the flow of content.
You also have to ensure seamless multi-channel integration to ensure a cohesive brand experience. Note that many readers use mobile phones to read their email, so optimizing your email and making it mobile-friendly is a must.
By using compelling language, incorporating copyrighting and personalizing elements, you can improve the effectiveness of your CTA and improve your conversion rate.
Alignment with various devices
So you have drafted a perfect email. But it will be of no use if it’s not functional across all devices. What if your customer is using an Android iOS or desktop?
About 3 in 5 consumers check their email on the go (mobile), and 75% say they use their smartphones most often to check email. – Fluent “The Inbox report, Consumer perceptions of email”
The above report makes it clear that there is a high possibility of your audience using their phones to read their emails.
But what if your email design is not responsive to mobile? More than 75% of users won’t read your mail and your efforts will go in vain.
So you need to choose an email template that automatically adjusts according to the device. You must also design your email with a single-column layout as it is easier to read on a small screen without rotating the device.
Finally, before sending out your email, test it on multiple devices to check its visibility and functionality.
Ensuring the right frequency
After writing a perfect email, you need to pay attention to the frequency.
If you are sending too many emails and that too at a short interval, it might lead you to be tagged as spam or an increase in unsubscribe rates.
- Excessive emails trigger a higher unsubscribe rate.
- It can also lead to less engagement and low open rates.
- Frequent emails can also trigger spam filters causing your emails to land in the spam folder.
A simple solution to this issue is segmenting your email list into various segments and sending relevant content to each group. Also, ensure that each email serves a purpose rather than something unnecessary. Also, use email automation tools like Icegram Express to send emails based on subscribers’ behavior and triggers.
Timing matters
Before you send your welcome email to your audience you need to know your audience.
Start by dividing your audience into several groups, based on demographics, interests, behaviors, and other relevant filters.
For example, if a customer is from the US, you can mention a US-specific holiday to make the timing perfect.
Analytics and measurement
Analytics and measurement are integral in evaluating the effectiveness of email campaigns. It not only provides you with a clear picture of how value campaigns perform but also helps you to take key pointers.
These pointers will help you design an effective email campaign next time. You must also pay special attention to important metrics like open rates, click-through rates, conversion rates, and bounce rates.
Conclusion
Paying attention to both big and small details is prime to creating an effective email campaign, thereby leading to a holistic approach.
While balancing multiple aspects is vital, working with an equally strong tool can be a game-changer.
Check out how Icegram Express can take email campaigns a notch above!
FAQ
How often should I send emails in a campaign?
The frequency depends on your audience and campaign goals. However, avoid over-emailing to prevent recipient fatigue. A general rule is 1–2 emails per week, but this may vary based on industry and subscriber expectations.
How long should my email content be?
Emails should be concise, focusing on the primary message. Aim for 50–125 words for general emails and up to 200 words for detailed messages. Include links to additional information if necessary.
Are there legal considerations for email campaigns?
Yes, ensure compliance with regulations like GDPR, CAN-SPAM, or CASL. Key requirements include:
- Obtaining consent before sending emails.
- Including your business address in the email footer.
- Providing a clear and easy opt-out option.