Creating and conducting a successful email campaign is not an easy task, as people tend to ignore emails they don’t expect and discard those that seem unimportant.
Nonetheless, email remains an attractive communication channel for both B2B and B2C businesses. Email marketing is a great tool for acquisition, and has a relatively low cost versus opens, clicks, and conversions.
Email for Mobile
For successful B2B and B2C email campaigning, your emails need to be mobile friendly. People are overwhelmingly checking their emails on mobile devices, oftentimes when they are on the move.
Therefore a successful email campaign depends on whether your emails are optimized for mobile. A few ways to do this include using shorter paragraphs, highlighting the essential, and providing a call-to-action button in your emails.
Customization and personalization of emails is a key factor in improving click-through rates, and increasing the likelihood of your potential customer taking action after opening your email.
The simplest form of customizing your email is addressing the customer by their name, but personalization can go further with personalized reminders, thank-you snippets, holiday and birthday greetings.
As you build your email list, also collect personal details so you can include them in your email marketing campaigns. It can be as simple as using a recipient’s name, company name, location, and a few other easily-found details. If you can personalize it beyond the basics, recipients are more likely to read through the email and take into consideration your message, promotion or proposition.
Segment your List
The fastest and easiest way to start customizing your emails is by segmenting your list. Avoid sending the exact same message — even if it’s personalized to some degree.
Categorize your list into smaller groups that share a common trait such as industry, location, or job title.
Use One CTA
Every email you send should have a strong, compelling, and easy call-to-action. Keep it simple, low commitment, and easy to accomplish.
Encourage your recipients to do something with every message you send, and let it be something for their benefit, not yours.
Email needs to be done consistently and the biggest mistake marketers make with their email effort is giving up too soon. You need to follow up with your emails.
Emails are a low-cost communication channel and following-up will generally increase the number of responses over time. But don’t “just” follow-up with a message — provide more value in your subsequent messages to get your recipients on-board.