What makes a good email marketing campaign?

Posted on Thursday 7th March 2013 by
What Makes a good Email Marketing campaign

Email marketing is still one of the cheapest and fastest forms of advertising available for businesses, so it’s no wonder more businesses are looking to this rapid and effective form of communication.

However, there are some important key factors when creating an email marketing campaign that you need to think about.

  1. You need a clear and simple message
  2. Understand your target market
  3. A clean and creative design
  4. You need a call to action
  5. There needs to be purpose to the email
  6. You need to measure it success
  7. Make sure your logo is visible
  8. Personalise the email
  9. Catchy headlines
  10. Keep away from purchasing email lists.
  11. Analyse each campaign and the effectiveness of the message
  12. And last but not least it needs to be useful

You need a clear and simple message

Don’t clutter the email with multiple messages that will only confuse the recipient. Keep it brief and to the point with a strong call to action.

Understand your target market

Understand your target audience and give them something of interest to them. The message should offer something that will interest them and take action.

A clean and creative design

Set yourself apart from the rest and design a creative pleasurable experience for the recipient. The chances are your customers are receiving many emails trying to encourage them to use different services or buy products, maybe your competition. Do it better.

You need a call to action

Give them a reason to interact and now. Make them want/need to click to find out more about your offer and give a time frame for the offer.

There needs to be a purpose to the email

Don’t send an email for sending sake. There needs to be a reason and a purpose for the message. If you bore them or they receive to many message you will end up with a lot unsubscribing.

You need to be able to measure it success

You need to know how many emails were received, opened, bounced, clicked so you can track your email campaigns to analyse what has worked and what hasn’t.

Make sure your logo is visible

Your logo is important especially if it is a trusted brand. This helps your recipient know who is sending the email and whether it is real or not, have they subscribed to you.

Personalise the email

By personalising your emails (Hi Jon) you’re being polite and inclusive of the recipient, as if you know them. This also is very important for anti-spamming reasons as well.

Catchy headlines

This could be the difference between a successful campaign and a flop, why risk it, be creative and in tune with your demographic. Give them something that will make them react.

Keep away from purchasing email lists

This is a no brainer, why would you pay for a list when you don’t know whether they are legit, are they still working or if they are your target market, not to mention the possible legal aspects.

Analyse each campaign and the effectiveness of the message

Did your campaign/message work, was the response good or bad, how could your message be improved, did it improve your bottom line and finally did it boost your customer base.

And last but not least it needs to be useful

The offer or message needs to be useful to the end user. Don’t waffle for the sake of it, you’re not that important. Give them a reason to contact you.