When it comes to marketing, email campaigns are a great tool for any business. You can use emails for promotion, increasing customer interaction, or even to gain new clients! To have a successful email campaign though, you need engagement. It's not enough to just send out your email, people need to open them–bonus points if you get a reaction with any links or surveys you include. This is where email optimization comes in! Not sure where to start? We've got the tips and tricks you need to make the most of your email marketing.
One of the most important parts of an email is your subject line. If you want someone to open your email, you need to give them a reason to! Your subject line should be catered to the audience you're trying to reach with this email campaign. You wouldn't use a subject line aimed at bringing in new clients for an existing customer! The email you're sending is likely promoting your business as a solution to a problem, and you need your subject to reflect that in a way that interests your audience.
Remember who you're talking to when you send out an email! Your audience likely doesn't know all of the jargon associated with your industry, and you don't want to lose their interest by talking about things they don't need to understand. Your email is there to offer a service or good they might need or want- they don't really care about what goes into how you achieve that thing. Emails should be conversational but to the point! Think about when you read an email. You aren't there for a blog-length explainer (you come here for that!). Your audience wants to know what you can offer them, why it's important to them, and why you're the person for the job. Emails are not the place to show off your million-dollar words— save those for your website and blog!
The visual aspects of your emails are just as important as your content. Nobody wants to open an email to a large block of text! You need to use the visuals to your advantage, and emphasize calls to action or important verbiage to draw your audience's attention. There are several ways to improve the overall look of your email. Images and graphics, text layout, and emphasis on words (bold, underline, italic, etc.) are all tools you can utilize. Don't be afraid to get creative! Match the look to the tone of your email, and make it easy to follow! You should also use your brand colors and style to establish brand consistency (we've got more on that here.)
You worked hard to create an engaging email campaign, now make sure everything is working smoothly before you send it out! Go through and check all the boxes: your links are where you want them and go where they need to go, the format works for desktop AND mobile devices, it looks nice, everything is grammatically correct, and it sends with no issues! Testing your emails should always be on your list of things to do before sending one out. Make sure you include links to your social media accounts and website and double-check your email sender and the customer group you're sending to! This is the time to give your email one last look through your audience's eyes before it actually reaches them.
At the end of the day, email optimization is just a fancy way of describing how to improve your email marketing techniques to get more interaction. It doesn't have to be complicated or scary! Take these tips and see how they work for your business, and adjust as needed. Let us know if they work for you!