27 Dec 3 Do’s and 3 Don’ts of Email Campaigns.
3 Do’s and 3 Don’ts of Email Campaigns.
From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.
Email campaigns are an extremely handy tool for any business, including yours – providing you create an effective campaign. If it’s not, you’ll be wasting both time and resources.
So, how can you ensure you create an effective campaign?
There’s a lot that goes into an optimised, engaging, and effective campaign. More than can be learned in a few sentences. However, by following this list of 3 do’s and 3 don’ts, you’ll be well on your way to wowing your audience with your emails.
Do – Make Them from Someone Familiar.
Readers of your emails will be readers for a reason. Most likely, they’ve signed up to your mailing list as either part of a mailing list, or they’re just fans of your business. They’re not just random people.
So, make your email feel more personable. If you’re using the automated email-marketing tool Mailchimp (which we recommend), you’ll have the option to add the recipient’s first name to your emails. Other mailing tools offer similar features. Either way, you’ll want to use this. Because nothing screams ‘spam or generic’ than an email that opens ‘Dear reader’ or ‘Dear customer’.
You’ll also want to make sure your email is from a familiar name. If your company name is Chrome Helmets, ensure your emails are from Chrome Helmets. Not an individual’s name. Some people try including both, having the senders name as Joe Johnson from Chrome Helmets. However, we advise against this, as some devices show less of the email than others when browsing an inbox. So it may appear as ‘Joe Johnson fr-‘, or something similar.
Don’t – Make Them Too Formal.
One person is reading your email at a time; so don’t make it too formal. As formal emails often come across as generic, and your audience will often see that it has been sent to multiple people. Of course, this is true. But that doesn’t mean you can’t make each reader feel catered for whilst reading a widespread email.
Be sure to refer to the reader directly by using words such as ‘you’. Don’t use refer to your readers as a whole unless it’s totally necessary.
Do – Structure Your Email.
An effective email campaign is made up of several well-designed emails. If just one email isn’t well designed, it can ruin an entire campaign. So, the structure of each email is crucial.
Structuring your email includes placing important information above the fold, placing appropriate CTA’s, and more. Not to mention professional copy, which you’ll need in order to impress your audience.
This may sound like a lot to handle, which is why you may want to consider enlisting the help of a digital marketing agency to create an effective email campaign. If you’re looking for professional copy for an individual email, or a full-on email marketing campaign, get in contact.
Don’t – Overload Your Email.
It may be tempting to put lots of information into a single email. But please, we beg of you, don’t.
Read our blog explaining the term ‘above the fold’ to understand that, of the people that do open your email, only a small number will scroll down. So, although you’ll want to put much of the important information at the top of your email, you don’t want to overload it. Otherwise, it can end up looking unprofessional and unappealing.
Make the purpose of the email clear with a CTA nearby. Some social media links at the top, and some personalisation. You can go into more depth at the tail end of the email for those that do scroll through, but even then you’ll want to streamline this.
Ultimately, your goal is to direct the readers to a specific page or part of your website. So give them enough information to tempt them, but don’t bore them.
Do – Plan Your Campaign.
Your email campaign should be carefully planned. A welcome email when you first sign up, the occasional offer, you can even send emails if a user hasn’t opened a previous email.
But, your campaign must reflect your business.
If your business is a small, ambitious, and helpful, you will have the advantage of being able to send emails more regularly. However, if your business upholds a prestigious and regal standard, your audience will be less forgiving if you’re sending daily emails. It’s a shame, but it’s true.
Don’t – Send Constant Emails.
Many businesses go about their email campaigns wrong. They send email after email, sometimes multiple emails in a single day.
Don’t do this. This is irritating to everyone, and you’ll soon find your audience unsubscribing from your mailing list.
As we’ve already said, follow a structure. You’ll soon begin to see the results, and you’ll be thankful you didn’t bombard your audience with constant emails.
YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.