4 Key Elements of Highly Effective Email Marketing Campaigns
Email marketing has been a staple of most advertising campaigns for many years. With an average ROI of $38 for every $1 invested—and 18% of companies achieving a $70 ROI per $1 invested—it’s clear this email programs continue to be key for business growth.?
So, how do you get to the top of crowded inboxes, get customers to open your emails, and then get them to your landing page? We’re sharing 4 key elements of effective newsletters for your next campaign.
Create the Perfect Pre-Header Text
The pre-header, also known as the second subject line, is the short block of text that is visible to the right side of the subject line while your email still lies unopened in the inbox.?
The best way to use the pre-header text to your advantage is to add another layer of intrigue that could further convince readers to open your email.
DO:
?? Have a clear call to action
?? Expand upon the subject line
?? Tease and invoke curiosity, scarcity, or urgency
DON’T:
?? Repeat the subject line
?? Leave this field empty
?? Summarize your entire email
Listen to Your List
There are several ways to offer newsletter subscribers a chance to share feedback. For example, offering an incentive to take a? survey, asking on social, or including a rating block in your email.
Listening to subscriber feedback is an essential part of creating a successful newsletter and can help you to understand your subscribers better, create more relevant content, and increase retention.
Write Emails People Actually Care About
Captivating your readers with an irresistible subject line is a great accomplishment, but it's only half the battle. To keep your readers engaged, the content of your email must live up to the promise made in the subject line.?
DO:
?? Keep things short and sweet?
?? Tell a relatable story
?? Describe solutions to your prospects’ pain points
?? Write simple, readable paragraphs, not more than 2-3 lines each
?? Use friendly, conversational messaging that lowers defenses
DON’T:
?? Ramble?
?? Make irrelevant small talk
?? Spend too much time describing your business’ products, services, features, etc.
Develop Crystal Clear Calls to Action
Your email is not an end experience unto itself. Your subscriber is now looking for direction on what to do next. The CTA is how you will get them to click on a button or a link that takes them to the next step of their customer journey.
To guide them to the next step, ensure any CTAs are short and relevant. We also suggest including a CTA toward the beginning of the email, and another towards the end. Finally, your CTAs should spark active emotions like curiosity.
Try out these tactics in your next campaign! And if you want even more email marketing advice, head to the blog for four more strategies—like how to craft a scroll-stopping subject line and how to utilize list segmentation.?
Question: What was the subject line of the last great email you received? Share it in the comments!
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