Mass email campaigns have proven their ability to get the job done when it comes to getting your message out and driving conversions and click-throughs. But coming up with effective emails is by no means an easy task –to help you design emails that achieve your objectives, the list below highlights 3 of the most commonly encountered email marketing “pain points” and describes how to deal with them.
Evaluating Responses to a Campaign
Given the time and effort that it can take to devise an effective email, evaluating the performance of a campaign for future reference is crucial. However, if you are sending out a single email to everyone on your list it can be difficult to determine which aspects of the email worked and which didn’t.
The solution is to take the alternate email approach, and to send out your original email along with an alternate version or two that have been slightly altered. You can then monitor the results of the different versions that are sent and use them to improve future email blasting campaigns. For instance, you could make changes to the subject line and then check the open rates to see what type of approach worked best. Another tactic would be to change the placement of your call-to-action to see which location generated the highest click-through rate.
Maximizing Click-Through Rates
Many companies face constant pressure to improve the open and click-through rates for their email marketing campaigns. However, if you are continuously sending emails to everyone on your prospect list, you may be overexposing your product, as well as sending emails relating to products that don’t appeal to them to individuals on your list. The solution to this dilemma is to segment your lists, so that you can target your emails to those who are most likely to be interested in them.
Creating a Campaign
In addition to the message your campaign delivers, otherwise known as your value proposition, the design format of your emails is important as well. Creating an email that is properly formatted and aesthetically appealing can be just as important as the text used in the email itself.
If you don’t feel up to creating the overall design yourself, there are a number of email marketing software packages that provide design templates that can be used to expedite the process. Such templates allow you to enter your text content into a pre-formatted template, thereby saving you the time and effort of doing it yourself and allowing you to focus your efforts on what you know best –the details of the products or services your company offers.