3 important tips to perform an effective e-mail campaign

3 important tips to perform an effective e-mail campaign

Autor: Ania Wilczak

You run an e-mail campaign, but the conversion rate is not as high as you would like it to be? Clients do not read your e-mails, throw them into the SPAM folder or simply delete them?

Perhaps you are making mistakes that you do not even know about. Check out 3 tips to perform an effective e-mail campaign.

Refresh your subscriber list

Make sure you constantly expand the list of subscribers of your e-mail campaigns. Remember that building a subscriber list is a long-term process, so it is worth continuing it, not only for specific campaigns. Also, remember to reward each new subscriber with a small gift – for example, a discount in your store. The effective circumstances in which you can build the list of subscribers include, for example:

• registration during purchase in your e-commerce,
• online events, e.g. webinars (it's important that you offer potential subscribers knowledge in exchange for leaving your e-mail address),
• website registration pop-ups, etc.

Regularly analyze how individual subscribers behave. Which of them is the most active? Which of them is answering or clicking on banners? Which of them is deleting your messages without reading? On this basis, you can personalize activities related to recipients, e.g. send e-mail campaigns that are aimed at activating resistant addresses. You can also decide to remove subscribers from the database on which such activation e-mail campaigns do not work.

Encourage your recipients to convert

When your e-mail goes to the recipient's inboxes, it's probably one of the dozens of messages per day that each subscriber gets. So, think carefully about the content that you place in the subject line (it is the introductory part of an e-mail that identifies what is the message about) and in the preheader (it appears in the inbox next to the subject line). Let your message stand out in the jungle of other e-mail campaigns. You can create a subject line (and preheader) that will, for example:

• intrigue the recipient (e.g. Are you in 1.7% of developing people?),
• personalize the message (e.g. Monica, we extend the promotion especially for you!),
• promise recipient some benefits (e.g. Do you want to win a trip to Disneyland?),
• limit the offer in time (e.g. Shopping night! -30% on all books only today until midnight!).

At the same time, pay attention not to hit spam before you reach the recipients' inboxes. Avoid e-mails that communicate sales (e.g. words such as offer, discount), capitalization or excessive punctuation (e.g. too many exclamation marks).

If the subject line and preheader encourage the user to click on your message, you can not let them down. The main content of your e-mail campaign should be a response to the promise they received in the e-mail title. Make sure that the e-mail is personalized (address the recipient by name) and has a personal overtone so that the recipient would have the feeling that your e-mails are being written by a real person, not a bot.

Use HTML e-mail best practices

Regularly refreshed list of subscribers or encouraging title of an e-mail is not all. It may turn out that your message is not optimized for technical reasons. What does this result in? The e-mail campaign may be displayed incorrectly to users in their mail applications or may not be displayed at all. To minimize the risk of such situations, use HTML e-mail best practices:

• e-mail weight – should be no more than 400 KB,
• e-mail width – should be 600-800 pixels maximum,
• design – should be simple and be lacking complicated elements that require HTML floats or positioning,
• coding system – should be UTM-8,
• font-family – should be web-safe fonts, e.g.: Helvetica, Arial, Tahoma, Times New Roman, Georgia,
• images formats – should be .gif, .jpg, .png (but not heavier than 320 KB),
• others.

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See also: html email services

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