However, it doesn’t need to be complicated. You can actually boil a successful email campaign down to several key components. Luckily for you, we’ve done just that!
Take a look at our list of elements that make an effective email campaign and start implementing them today!
Why do you need an effective email campaign?
Email campaigns should be every content marketer’s best friend, especially for those in the B2B market where it’s the primary form of contact.
In fact, email is the third most influential source of information for B2B audiences. The only things to top it are colleagues’ recommendations and industry-specific thought leaders.
Email campaigns also have a huge return-on-investment, one of the biggest in content marketing. In the UK, every pound spent on email marketing has a ROI of £38, and in the US it’s $1: $44. Think of the returns you can make on that!
You see? Email campaigns can be super-effective. You just need to create them in the right way. But don’t worry, we can help with this:
5 must-have elements for your email campaign
1. Good timing
Emails may be less intrusive than phone calls, but they can still be disruptive and have potential to annoy your customers.
For an effective email campaign, you must send emails at a time that works for your audience, not for you. These are three core timeslots that we’d suggest:
- Morning – when people are commuting or arriving at work
- Lunchtime – when people are scrolling through their phones in their break
- Evening – when people are at home and settling in for the evening
Remember, checking email is a ‘complementary’ task – meaning a person usually does it while doing something else. The emails in your campaign shouldn’t detract too much from the other task (whatever it may be), but they should still make an impact.
Getting the timing right can be difficult, especially if you have customers in different time zones. If this is the case, segment your contact list by location, to avoid waking people up at unwelcome hours.
The best way to ensure you choose the right time for your email campaign is to conduct several CRO-style tests. This will assess your audience’s responsiveness at different times of the day and help you work out your optimum time for sending.
This is really important because the optimum time is different for every business. You can’t copy anyone else here, even your competitors. You need to put the legwork in yourself to establish this (sorry).
One more thing, don’t bombard your customers with emails 24/7. Only 28% of consumers would like to receive promotional emails more than once a week. So, unless your recipients are really keen, we’d recommend you stick to the once-a-week rule!
2. A killer subject line
If you’re going to persuade your audience to read your email, the subject line better be good!
It’s the first impression, and the determining factor in whether they’ll open your email or not. No pressure, but you’ve got to get this right!
The subject line for an effective email campaign should be no more than 50 characters and tie in nicely to the body text. If the two don’t match, your audience will instantly disengage.
Don’t use click-bait subject lines – this is a sure-fire way to get users to hit the ‘unsubscribe’ button.
And allow some creativity to shine through, but remember that simplicity is often best. A/B testing can really help you make sure you’re putting your best foot forward with this.
3. A bit of personalisation
An effective email campaign always has a little personalisation thrown in.
Don’t worry, it’s simple to achieve as you’ll have gathered data about your users through them signing up. This could include:
- Areas of interest
It all depends on the form you ask them to complete at the sign-up stage.
However, the fun doesn’t stop there. Once users have been on your mailing list for some time, you should be able to analyse their behaviour and highlight key areas of interest. You can then send them highly-relevant content that you can be confident they’ll enjoy, or find useful.
Accurate and in-depth segmentation is key to providing top-notch, relevant content to the right people. This will build trust and develop your relationship with your users. They’ll start coming back to you for advice, and you’ll slowly nudge them down that sales funnel.
A final personalisation point: your email campaign should be optimised for the device your audience uses. If not, it will be hard to read, and your audience will instantly disengage.
4. More visuals than copy
Images attract the eye, evoke emotions and get people thinking. Your audience will probably look at these first, before the text, so you really need to give this some thought.
Images for an effective email campaign should be relevant and enhance the written text. The reader should be able to skim through your content quickly and get the gist of it.
However, by ‘visuals’ we don’t just mean images, there are many other types of visual content out there. Consider using:
- Theme and formatting
These can all break up the text and provide an enjoyable experience for the reader. So, why not give visuals a go?
5. A snazzy landing page
Whatever your reader clicks on, they should have somewhere to go that will nudge them down the sales funnel or capture data.
The transition between the two must be seamless if it’s to be effective. Try to ensure your landing page loads quickly and has a consistent message, tone and style to your email campaign.
And that’s it – the top 5 elements you need to create an effective email campaign. Try them out in your next email blast!