4 compelling ways to drive clicks
Jennifer Roneker, Quaero
Email marketing might seem like a routine activity by now, yet it remains an important aspect of reaching valuable customers. Selecting the right audience is vital when it comes to email marketing—after all, the more targeted your message is to your audience, the better the responses will be—but there are also a few other important points to consider.
- Subject line. The first thing customers see is the subject line—and it can make the difference between an email that is deleted without being looked at and an email that is opened and read. It's usually best to be direct, to the point, and not overly flashy.
- Content. Content is king, especially when it comes to email. The average person only spends a few seconds skimming through an email before discarding it. You need to get your point across in those few seconds. The content should not be too heavy and should focus on key points rather than lengthy and potentially confusing explanations.
- Don't cram. It might be tempting to squeeze as much information as possible into an email, but that's often not the best approach. Present just enough information to get your customers to click through to your site.
- Right time. Some consideration should be given to the time of day your marketing communication is sent out. While you don't want it to be sent too early and be lost in the clutter of messages from the night before, you also don't want it to be sent out too late and overlooked in lieu of demanding work emails. Depending on your offer, it also might be a good idea to put some thought into your customers' moment of opportunity.
Learn what works best for your audience and target your emails properly to get the response you want. In addition, pay attention to which email marketing campaigns work better than others. Audiences will vary greatly, and what works for other companies might not work for you.