Effective email blasts are an art form. The most impactful email campaigns are relevant to your target audience and strike a balance in email frequency that keeps your brand fresh in your customers’ minds without overloading them.
Keep it Simple
Think about your own email inbox and what types of emails catch your attention and cause you to react.
Create an Awesome Subject Line
Make sure your subject lines make sense, are relevant and persuasive. Remember, you have to compete with all the other emails that are being sent out by your Email Blast Service Provider. Make sure your subject line will catch attention. (What key words should I use? What ones are overused and, therefore, should be avoided?)
Make it Easy
The overall goal of the email is to get people to open them, read the information, and then click through to take action.
Take the guesswork out of wondering if your email generated leads for you. Know if you’re getting results by setting up and tracking marketing analytics. Set up offer codes to track your promotions.
If your email blast content is advertising special pricing, does your blast link directly to that product where it is easily orderable? Or does it go to your homepage and then the Distributor is expected to navigate to find that item?
Make it easy for your customers to respond to the offer you are blasting to them by leading them directly to where you would like them to take action.
Whether you want to send emails quarterly, monthly, or more often, put your email blast dates on a calendar and stick to the schedule. You’ll build momentum for yourself and your customers. They’ll come to start expecting your emails to arrive. If you’re good about sending your emails for a while but then suddenly go dark, you’ll start to lose the momentum on both ends.
Also make sure your artwork has a consistent look at feel so your customers begin to recognize your style.
Make It Count
When creating the content for your email blast, make sure your messages contain information your target audience will care about and again, keep it simple. It’s normal for brand managers to get excited about every aspect of their product, but an email blast needs to convey information that is exciting for your readers. Email blasts need to contain well-written information and a specific call to action that your audience will respond to.
Create an “Above the Fold” Call to Action
If you create an email blast for which you want your contacts to do something, like take advantage of an offer, make sure you have that high up in the email. A good rule of thumb is that your call to action should appear right away, when someone opens your email. If someone has to scroll to find it, it’s in the wrong place. Think of a newspaper headline.
Send the Right Amount
Are you bombarding your customers’ inboxes twenty times a month or just once a quarter? Both are probably not the best way to go about email blasts. If you are clogging up your clients’ email with a dozen or more messages every month they will most likely stop reading them all together or get annoyed and unsubscribe. On the other hand, sending an email blast once every 2-4 months won’t keep your company name fresh in your customers’ minds.
Email marketing is marketing, not magic. You wouldn’t expect to get a great return on playing a radio ad or running a TV commercial just once. That is why we as a Service Provider do not sell email blasts à la carte.
If you are considering email marketing, we recommend you test the effectiveness for a period of time. Remember that customers will open emails differently depending on the time of year and even the time of day that your email is sent. To get as many customers as possible to open your emails, you need to commit to sending emails over a period of time and implementing these best practices to make the most of your efforts.
Stephanie Protz, CAS | Marketing Director