The ability to get into the personal space of the company’s readers to attract them with a specific campaign is beyond powerful. This simple act of sending an email is the company’s gateway to thrive in the jungle of competition and, being the one to do this, the sales of the business is in your hands.
That’s a pretty big task slumped on every marketer‘s shoulder. Being in this tribe of creating successful companies, you have to deliver results or else you will be dumped. If you are one of those who have been questioned with the results of the campaign you handled, then check whether you are struggling with the same barrier every other marketer have.
1.) Crafting a compelling headline
Understanding the importance of a striking headline will lead the recipients to read through your equally convincing content. Make use of this limited opportunity and direct your prospects to your company’s ads without them noticing it.
2.) Knowing the best time to send the message
Determining the possible situation at the other end of the line should not be taken for granted. It is believed that Mondays and Fridays deliver most results but, though this has been used most often, understanding your list and analytics is also important.
3.) Determining the frequency of email messages
Knowing what is too much or too less is really something email marketers find as a challenge. Determine where and when to send out emails by analyzing interaction rates of the recipients is a lifesaver.
4.) Integrating social media channels
The company’s social media platforms are often overlooked as powerful sources of conversions. Including these in the email you send out will help you determine the preferred platform of their customers.
5.) An overwhelming number of recipients
Know the capability of your service provider with regards to the volume of emails you will be sending. If a company locks in your service for a year, know that their mailing list will not remain the same throughout the year.
6.) Coding the design
A significant knowledge on typography and design is important but above all, knowledge in tweaking the HTML code is important. The size of the template should fit perfectly in every screen and the images should not keep the mail from loading in seconds.
7.) Measuring email performance
There are just too many data to measure email performance – click rate, unsubscribe rate, new subscriptions, website traffic, bounces and conversions are among the list of numbers you have to deliver to your clients. Having limited knowledge with these will also narrow down your clients to a limited number.
8.) Working the way through IP addresses
One of the challenges, and the biggest one I must say, is working through ISPs and getting through the inbox of the clients’ lists. Because of a number of emails you send and the frequency by which you send them, oftentimes, you are thrown in the spam folder of the recipients which is not a good way to sell services.
9.) Testing the template
What most marketers forget is the responsiveness of their design to other devices. The testing phase usually annoys the companies as this takes time. However, creating a responsive email template will improve conversions and CTR.
10.) Retaining the number of subscribers
How do you retain, or better yet, increase the number of the client’s subscribers is a challenge. This calls for knowledge in the overall look, content and frequency of the email.
If you find yourself nodding at these points, then it’s time for you to use a better email marketing strategy to improve your performance. Consider taking workshops and lessons too on how to strengthen your weaknesses and deliver the results your clients are expecting.