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6 winning steps for crafting top-performing email campaigns

Direct email campaigns are one form of creating and maintaining a solid bond with your current and potential customers; it’s how your brand remains connected to its target audiences. It is without a doubt that email campaigns are an essential component of any successful business’s digital strategy. But what is it that differentiates a good mailer from a bad one, really? If you’re looking to revamp your email marketing strategy soon, here are 6 golden tips to get you started –

1. Don’t be a pushy salesman

Or you’ll land in your customer’s junk mail folder (or even worse, their trash can!) - it’s as simple as that. While people like to receive valuable offers and promotions from their favorite brands every now and then, you don’t want to overdo it. Create email campaigns that add value which is not solely focused on the direct promotion of your products or services.

2. Keep it short and concise

If the recipient gets the key message behind your mailer in the first 2-5 seconds after opening it, then it’s a success. A reader’s interest is only captured during the very first seconds, otherwise your email will end up landing in their spam folder. While it is important to give readers as much information as possible in your email, it is also important to leave behind an element of mystery that gets them to click to learn more – What you really want after all is to get them to visit your website and achieve a specific call to action.

3. Visualize it

Play with animations and key visuals to bring life into your email. However, it is important to note that the heavy use of visuals without having any relevance or added value to the key message in your email is strictly not recommended as it could also land you in their spam folder. Use visuals that work in the favour of increasing conversions rather than just having a visual for the mere purpose of having a visual.

4. Consistency is key

How can you build a solid bond with your audiences when your email campaigns lack an element of consistency? Well, you can’t. Maintain consistency across your email campaigns to build that special bond between your brand and your customers. For instance, if your customers are used to receiving compelling “How-To” mailers then don’t take that away from them without any prior notice but rather package it to them in a refreshed and more innovative manner. Consistency could also mean how often you send your newsletter; whether if it’s bi-weekly, monthly or following a certain recurrent event, stick to the pattern and get your customers looped in the habit of expecting your news in their inbox.

5. Have a compelling subject line

Your email campaign’s first impression is the first thing a recipient sees in their inbox; the subject line. The general rule is to avoid using generic subject lines and create ones that are thought intriguing – Give them a reason to click.

6. Follow a “no drama” break-up policy

Think from a customer’s perspective; complicating the unsubscribe process can be quite annoying, and the last thing you need is to have your emails automatically redirected to their spam folder. When this happens, your campaign’s delivery, open rate, click-through rate and reach will automatically go down an unfavorable route. Create an easy to spot unsubscribe link so that recipients will find no trouble in opting out from your mailers. If they don’t want to hear from you, then they just don’t want to hear from you – It is always better to have 1,000 fully engaged customers than 500,000 people who are simply not willing to receive more emails from you.

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