Have you ever received an email that left you questioning ‘why am I getting this’? Or maybe you were left frustrated because it was not displaying correctly or a link wasn’t working? Or perhaps you just didn’t understand what the sender was trying to get across? These are all examples of email marketing mistakes that you should try to avoid when running your own email marketing campaigns.
As a marketer, have any of these happened to you? If so, DON’T get discouraged! Mistakes happen; take it as a learning lesson to just further improve your skills. If not, keep it up 🙂 and try following the steps below to ensure you don’t create any bad email marketing habits:
What are you trying to get across?
Before you begin brainstorming catchy subject lines and diving deep into the content, take a moment to think about what your desired outcome of the email is and what makes it a success. Are you trying to make the reader aware of a current sale you are running? Are you trying to gain brand awareness? What do you want the reader to do or think once they read the email?
For example, let’s say I wanted to run an email campaign showcasing JMC Brand’s newly released interactive video player. What is the goal here? I want my reader to know about our new product, how it works, and in what ways it can benefit their organization. It is important to note what features or benefits provide the most value to the reader or you may have exhausted efforts.
How are you going to say it?
Once you have defined a clear & measurable messaging objective you can work on creating the right content that relates to your audience best. Remember, you have already identified your objective, now we need to figure out what tone, copy and subject line remain consistent with your campaign messaging goals and each other. It is important to make your content relatable, simple, and clear.
- Start with your subject line first
It’s always good to keep in mind that getting quality prospects are of more value to you and your organization than a high open rate due to a mislead subject line. Know when creativity is needed or when you need to be more direct with your audience. It would provide little to no value for my interactive video player email campaign if my subject was “OPEN NOW TO SEE HOW AWESOME WE ARE!!!”. Although true, telling the reader how awesome we may be, gives them no insight into our interactive video player we will be discussing once/if they open the email. If they even get that far, the email may be unrelated, annoying, or confusing to them… that is not what we want to do! Let’s consider the overall goal of my interactive video player email campaign again. My goal being product awareness leads to me to start simple with, “Interactive Video Player”. Now that I have identified the focal point, I can start thinking of adding ways to catch the reader’s attention more in my subject. So, something like, “Tell your story with our interactive video player” would be acceptable.
- They opened your email… now what?
What content provides a clear understanding of your goal to the reader? The average adult attention span is only 8 seconds, meaning choose your words wisely. Take a sigh of relief, no one is grading you on you on your word count! Use the less is more approach when constructing your content. Ask questions like:
- Am I being redundant?
- Is my messaging consistent with my goal?
- Does my content match my subject heading?
- Is it clear and easy to understand?
For my interactive video player email campaign I would want to call out its features and any data that supports a benefit to the reader. For example, I might say,
“Our new interactive video tool allows your consumers to fully immerse themselves in your brand’s story. It allows you to display up to 5 videos your audience can interact with in one ad available on all devices! It doesn’t stop there after the consumer has explored these videos, 60% of those who watched the video, interacted with other brand elements too! If you are interested in an innovative advertising tool that can:
- Generate 7x more leads
- Multiple engagement points
- Social media integration
than the interactive video player may provide a great marketing tool for you.”
What do you want your audience to do next?
What is your call to action? Do you want them to fill out a form? Do you want them to click a button to learn more about your offer? Do you simply want their feedback on something? Who/where should they go if they have questions? Whatever action you want the reader to take, make it clear via text and buttons, if applicable.
With my example, I might include a link to where the reader can learn more about the interactive video player as well as offering to answer any questions they may have. Something along the lines of, “ If you have any feedback on our interactive video player, feel free to reach out to me by email or phone! Learn more about our interactive video player.”
You’re ready to start drafting up your next million-dollar email marketing campaign! Just remember to always define your goal first and create consistent messaging around it after.
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What other advice might you give to someone who is trying to get the most out of their email marketing campaigns? Leave a comment below.