Email marketing campaigns are a good way to inform your email recipients about a new product or service, generate leads, drive sales, and build relationships affordably. But how do you do it effectively?
First, you’ll have to know about the different types of marketing emails and how they serve you a purpose. Next, you’ll have to learn the techniques on how to craft a winning email subject line to reel your recipients in, which will be explained in the following sections:
What Email Offers Get the Best Response?
There are a lot of offers or marketing emails that your brand can use when engaging with your recipients. But let’s tackle the different email marketing campaigns that yield great results for your brand when written properly.
A promotional email is a marketing email that you send to your recipients to promote a product, a service, or a special offer. This is the perfect opportunity to highlight coupons and discounts to incite interest from your recipients. However, since this is the commonly used type of marketing email, it can easily be discarded since there’s no uniqueness to it or an edge that sets it apart from other promotional emails.
Hence, you should angle your product’s features and benefits in a way that makes your recipient think that this offer is exclusive to your brand only. Convince your target audience that what you’re offering has value for their money. That way, you’ll be driving sales and increasing your click-through rate.
This type of marketing email is sent to your subscribers on a regular basis; be it weekly, bi-weekly, or monthly. This contains valuable content such as news, updates, promotional content, newly published content, and how to use your products or avail themselves of your services. When you send newsletter emails, you’re keeping your brand top-of-mind for your subscribers. You can also promote your special offers and promotions here which could prompt your subscribers to buy from you.
Lead nurturing emails
This email is sent to subscribers who have expressed interest in your products or services and are yet to purchase anything from you. The goal of lead nurturing emails is to build relationships with them by sending them targeted content that will eventually lead them to buy something from you.
This email aims to gather customer feedback, opinions, and preferences regarding your products or services. The data gathered from the survey can be used to understand your audience better, identify areas of improvement, and improve your marketing efforts in the future. This is usually sent after making a sale or after communicating with a customer service representative regarding a concern.
This email is sent to your subscribers to recognize and celebrate their milestones with your brand. This can be their birthday, the anniversary of a product purchase, membership anniversaries, account milestones, or other achievements related to their relationship with your brand. It shows that you value their relationship with you and it’s also an excellent opportunity to keep them engaged.
Tips to Craft Good Email Subject Lines
Your email subject lines are what will motivate your subscribers to open your email. Here are tips on how to create compelling email subject lines:
Keep it short and sweet. You should keep your email subject lines short and sweet so that it appears across different devices, including mobile devices. Ideally, it shouldn’t exceed 60 characters so that readers would be able to read your entire one-liner in one go.
Personalize whenever possible. Email personalization can do a lot for your business. Personalized subject lines include your recipients’ names so that they’ll have this notion that the content is specifically made for them. Aside from their names, you can also use an email address that contains your name so that your message possesses that human appeal to them. Furthermore, the content should be tailored to their interests or previous purchases so that it wouldn’t be tossed into the spam folder.
Create a sense of urgency. If you want your recipients to act quickly, create a sense of urgency. You can add phrases like “limited time,” “running out,” or “last chance” to your subject line. This elicits a FOMO or Fear of Missing Out feeling in your recipients if they don’t avail themselves of your offer now. However, you should use this sparingly as incessant and urgent requests may annoy your recipients.
Include numbers. To make your subject line scannable and eye-catching, include numbers like, “40% sale starts now!” or “Join 50 other participants in this event!” Numbers can be persuasive as they represent value, scarcity, and urgency. Moreover, they can also be memorable because they stand out in heaps of text on a screen.
Use keywords. Your recipients often filter their inboxes according to certain messages. Use keywords that your target audience is more likely to use when searching for your message in their inbox. You can do this with A/B testing.
A critical rule in all your marketing emails is that your subject lines must be aligned with the content. In short, avoid clickbait. This can flag your email domain as spammy, and that’s the last thing you want to happen. You don’t want to leave a bad impression on your subscribers.
Moreover, to know if your email marketing campaign efforts are effective, you should look at the top three email marketing metrics such as your click-through rates, email open rates, and deliverability rates. The average click-through rate is between 2-5% and the average email open rate is between 17-28%. But these numbers depend on your industry average.
In addition, the average deliverability rate is between 83-89% across all providers.
Other email marketing benchmarks also include email bounce rates, click rates, and unsubscribe rates.
Start your email campaigns with a professional email today
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