We get asked a lot about what makes a truly great email campaign. Read on for our top tips to get your audience opening, clicking and buying.
1. TEST TEST TEST!
Our number one tip is to always test. What should you be testing? Everything! Test different browsers and email clients, as people read emails across many platforms. Test for spam – if it doesn’t reach the inbox, your campaign isn’t working.
A/B testing is all about your clients. Which method works best for them? You could test your call to action, subject line, the specific offer, the template, the text and images. Lastly, don’t make any presumptions about your demographic; test.
2. KEEP SUBJECT LINES SNAPPY
Use a short and simple subject line. With 89% of mobile users deleting emails before opening, subject lines are key. Keep it punchy.
3. BE MOBILE-RESPONSIVE
50% of users check email on mobile devices, so make sure you are building everything mobile-first.
4. SHARPEN YOUR CALL-TO-ACTION
This is the main point of your email. Why should people click through? Give them a compelling reason.
5. DON’T BOMBARD
Don’t spam. Don’t annoy people. This will only lead to the unsubscribe or spam buttons, which could eventually get your IP address blackmailed and will definitely give your brand a bad name. Find the best time to send by, yep, that’s right, testing!
6. DON’T RAMBLE ON
Get to the point quickly. You have a few seconds to capture their attention.
7. USE PRE-HEADER TEXT
If your header doesn’t load, the pre-header text will still get across the point of the email.
8. OPTIMISE IMAGES FOR LIGHTER LOAD
Especially important for mobile. You need to think about how long images are going to take to load on mobile; there is a happy place for image quality and weight. Find out what it is.
9. TRY NEW THINGS
Even if your emails are working well, don’t be afraid to switch it up a bit. There could be an even better solution. Customers can get complacent in what they expect from you, so try surprising them.
10. DON’T END UP IN JUNK
If the IP address has been blacklisted, there isn’t much you can do. Still, there are plenty of things you can do to increase the chances of reaching the inbox. Don’t use ALL CAPS, especially in the subject line. Don’t use the words ‘free’, ‘click here’ or ‘buy now’. Think about image-to-text ratio, along with image size and weight. Avoid excessive use of exclamation points!!!!!!
11. BE SELECTIVE WHEN BUYING LISTS
Buying lists is a common practice, but you need to be targeted. Make sure the people on the list are relevant. Sending to a poorly selected group of people risks damaging your brand.
12. DON’T BE DISCOURAGED BY POOR RESULTS
They might not be as bad as you think! Industry standards have an average click-through rate of 1.5-5.7%. If your results truly are bad, this just gives you an opportunity to fix the problems! Find out why it didn’t work, and use your learnings to make your next campaign more effective.