Forum Insight: Tactics to improve your email marketing campaigns… - Retail Shopfitting Summit
  • Forum Insight: Tactics to improve your email marketing campaigns…

    Although many in the marketing profession have publicly declared the platform of email to be a thing of yesteryear, it’s still evident that a majority brands and sales departments are keen to adopt an effective strategy that will connect an audience and spread the intended message.

    Taking a standard template, filling in the blanks and hitting send is easy for anyone to do; but that’s not how you grow a business. It’s crucial to put some thought into developing a solid strategy, or even better, replicate an effective process that has gained a substantial amount of traction, and make solid improvements over time.

    Every email campaign should have one goal in mind: don’t overwhelm your audience with too much information. You want to create a campaign that is easy for everyone to read and navigate; as well as ensuring all the appropriate information and links are included.

    The day you choose to send out a campaign can also greatly impact the amount of traction gained. According to marketers, Tuesdays, Wednesdays and Thursdays tend to be the best days to send emails.

    Although a template will more than likely be replicated for every campaign, emails should still look personal to the individual. Avoid decorative HTML designs; make sure emails appear to be written and sent by a real person to increase loyalty.

     

    Subject line tips:

    The subject line you decide to go with will undoubtedly be the most important part of your email. It’s just a few words; but you should dedicate as much attention and care to your subject line as you do to the email body. If it doesn’t attract interest, it won’t get opened.

    • If appropriate, use a reader’s name.
    • Make the subject line as inviting and personal as possible. The more personal the subject line, the higher the open rate.
    • Experiment with attention-grabbing questions as subject lines.
    • Always deliver in your email what you promise in your subject line.
    AUTHOR

    Jack Wynn

    All stories by: Jack Wynn

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