Email is older than the internet. And after all these years, it remains a mighty tool. Email marketing continues to reign as one of the best ways to reach your target clients, build relationships, and convert them into customers.
If you’re looking for direct impact and reach, email is a top choice for businesses. It’s the most powerful marketing channel in terms of ROI: for every dollar you spend on email marketing, you can expect a gain of $42 on average.
But, because email marketing campaigns are so effective, the mailboxes of countless consumers are flooded with messages.
So, how do you get your messages to stand out in a crowd of emails?
Here are four tips for setting your email marketing campaign apart from the noise.
1. Connect with your audience
Personalization is a must: aim to create email marketing campaigns that connect with each receivers’ interests.
Personalize email campaigns in a meaningful way. Go beyond putting a name in your greeting. Take it further by sending personalized emails based on a recipient’s needs and history. For instance, emails from Spotify provide members with playlists and updates on music based on their listening history. And they share this personalized data in the subject line.
You can also personalize emails with:
- Cart abandonment reminders
- New subscriber relevant products
- Location-specific images and offers
- Personalized copy using data you’ve collected
Dividing your email lists into more targeted groups can help you achieve personalization. Email list segmentation improves open rates, creates better email relevance, and lowers opt-out rates. You can group emails by demographics, purchase history, browsing activity, and more.
2. Craft compelling subject lines
Today’s consumers are multitaskers. With modern life pulling people in so many directions—scrolling socials, watching videos, checking emails—it’s a must to grab attention. You can use witty headlines, create a sense of urgency, ask a question, or include humor—just avoid clickbait. A dull or clickbait headline might be quickly deleted or ignored.
Emails with personalized subject lines generate 50% higher open rates. And in their research, MailChimp discovered that short, descriptive subject lines with limited punctuation did best. Try to hook your audience with a brief (no more than 60 characters), specific, and vivid subject line. Entice them with the benefits they’ll get by opening.
3. Create a clear call to action (CTA)
Once you’ve got your audience’s attention and they’ve opened your message, encourage them to take action.
Your email should have a purpose. Do you want your readers to listen to your podcast or subscribe to your blog? Maybe you want them to purchase that item they left in their cart. Or do you want them to like your Facebook page and share your promotion? Whatever your desired goal is, you can reach it with a clear CTA.
Effective CTAs motivate audiences: quickly turning them into subscribers, buyers, and loyal followers.
4. Limit your email blasts
The average worker gets 121 emails a day. Since people are inundated with emails every day, you don’t want to flood their accounts with overzealous messages.
Limit how many messages you send—ideally to once or twice a week. Four to eight emails a month gets the best results. If you send much more, people could get annoyed.
Receiving too many emails causes people to unsubscribe from lists. And the last thing you want is to be deleted or sent to the spam folder.
Don’t underestimate the power of email marketing campaigns: they can effectively reach your target clients and grow your business. But, to stand out in a saturated inbox, make sure to follow these tips: personalize your emails, elevate your subject lines, use a clear CTA, and don’t send too many messages.