There are many ways to measure the success of email marketing —through click-through rates, conversion rates, and website traffic generated. But these metrics can only be fulfilled if the email marketing strategy uses these five elements to help get the results you want: a strong brand image that attracts customers and influences their purchase decisions.
Timing and frequency
Take a look at the demographics of your email recipients. Are they coming from different time zones? If they are, you need to segment your emails according to the time zone that will work for them. Make sure to schedule your emails to arrive around the most effective time for your audience to read them. These are during the time they are commuting to work, during their lunch break, and in the evening when they arrive home.
Your subject line is literally the first thing that your target market will see. It will create the first impression of your brand. An effective subject line must spark the interest of the audience and it must highlight the most important part of the email’s content. If you are offering a 25% sale on items, make sure that is included in the subject line. The goal of the subject line is to entice the receiver to open the email and read the content.
Visuals and copy
Your recipients don’t want to spend too much time reading the content of your email. You may want to create a visual representation of what you are trying to tell. They want to quickly skim the content and get an understanding of the message. Use an image to visually represent what you are trying to tell them. This will be remembered the most rather than a bunch of words that won’t mean a thing to them in a few minutes or so. You also need to include a call to action button so your recipients will know what to do with your message. If you want them to inquire, put an inquire button. If you want them to shop, use a shop now button.
You need to make sure that your message and the content are optimized for all devices. If you are going to use visuals and call-to-action links, make sure that these will appear as they are across all devices. Failure to do so will jeopardize the message of the email. For example, clickable items in your email should be optimized for touchscreen devices since a majority of your audience use smartphones to check their emails.
There are software and programs out there that will help you customize your email marketing strategy. There’s something about seeing their names on the subject line and the main content that persuades recipients to check out what your business is offering. Take advantage of this opportunity and personalize your emails as much as you can.