Getting your emails right can be challenging, so what should you focus on to execute a successful email campaign? Today we'll explore the 10 elements of a successful email campaign that you can use to get your emails as close to perfect as possible.
A great campaign has a few key components
When creating an email campaign, you will want to begin with a few key components. These not only help with the application of best practices but also act as a checklist and guide to ensure you nail your campaigns every time.
Let's begin by looking at 10 you can use for almost every email you send to ensure you create measurable returns on your email goals and keep your audience engaged and interacting with your emails.
1. Craft an effective subject line
Your subject line is the first thing subscribers will see. Make it clear. Make it concise. Make it attention-grabbing.
Avoid using all caps or exclamation points (unless that’s your strategy but this often looks spammy, so try to avoid it where possible).
2. Personalise your emails
By doing this, you increase your relatability (more on this below) and get readers more engaged. We address friends by name, don't we friend, so why not your email subscribers?
This is also super important in your email content. Tailor what you write to what your readers are signed up to hear and, if you can, segment your database to ensure that you’re sending the right stuff to the right audience.
3. Don’t forget your preview text
You’ve seen that little bit of text that appears below the subject line?
That’s your preview text. It's a great way to give your subscribers a preview of what your email is about and it becomes a great aid to your subject line for enticing people to open your emails.
4. Structure your content for skim readers
Most people don't have time to read long emails, so it's important to structure your content for skim readers. Use content headers. short paragraphs, bullet points, and images to break up your text.
5. Optimise your email for mobile devices
People are reading emails on their mobile devices (you may even be doing so now), so it's critical to make sure your emails are optimised for mobile. Think of what someone will have to scroll through on their phone and build your email to cater for this.
6. Create relatable content
Subscribers are more likely to engage with your emails if they can relate to the content. Share stories, tips, and advice that your subscribers will find helpful and interesting. There is a time and place to “hard-sell” your offer in certain emails, but all the time? Avoid this. We all hate being sold to, right? 😐
7. Use images effectively
Images help to break up your text and make your emails more visually appealing. People buy with their eyes, after all, so use visuals such as animated GIFS or images that draw their attention to get the best results.
8. Your calls to action
Ensure that your calls to action are clear and concise. Tell your subscribers what you want them to do. Make it easy for them to do so. Using components like buttons or links that stand out from the rest of your text works well.
9. Avoiding spam filters
There are tons of things you can do to avoid your emails being marked as spam. Where to begin? Use a clear and descriptive subject line, avoid using all caps or exclamation points, and break up your emails into sections of text and images. Those flat-image emails you’re sending only help in driving your emails to the spam folder.
10. Tying it all together
A successful email campaign is more than just a collection of good individual elements. You want to tie all of the elements together to create a cohesive and effective message. Using consistent design and tone throughout your email and making sure all of the elements work together not only helps drive your message home but ensures that you achieve the goal(s) you set out to hit in your email campaigns.
If you're starting out in email, or an experienced email campaigner, these basic elements build the foundation for your emails. Get these right and keep building from there. Have these 10 elements of a successful email campaign helped you?
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