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5 top tips for running successful email campaigns!

Email campaigns are very similar to direct mailing campaigns via snail mail, with the same principals applying to both. The better the quality of the message, the creative design and the higher the quality of the mailing list the higher the conversion rates are likely to be.

You may have all these elements correct and you send out to your list, sit back and wait for the flood of business. There are numerous other factors involved in running a successful email campaign starting with targeting the right recipients, measuring critical data such as open rates, click through rates and conversions.

Here are 5 top tips for running your own in-house email campaigns:

  1. Your emails should be thought of as a conversation, when writing your copy imagine that you are delivering it in person. Try and remove the remote online element from your message.
  2. Promotional material that works in a brochure doesn't necessarily work online! Email is quite a personal method of communication, so your message may be more hard hitting but at the same time could come across to the reader as being too pushy. Try to include information that will be useful to your prospects rather than sticking to the hard sell.
  3. Give the "from" and "subject" fields of your message as much thought as the content. Once your email arrives these are parts of your message that will stand out and asked to be opened. Use a pertinent email address not just a name and use the subject line as your headline.
  4. "Call to Action" Think about the objectives of your message and the reaction you want to provoke in the recipient i.e. do you want them to pick up the phone, visit a specific web page or request a brochure. Don't confuse the reader by offering too many actions.
  5. Consistency is everything in a marketing campaign of any type. You give the marketing department the task of writing your email campaign, and then use the same easy to understand language on subsequent contact, ordering or information pages. No matter how successful your marketing is, if the ordering process is over complicated or at all confusing, there's a good chance that potential orders will be lost at the final hurdle.
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