On an average, we receive 7-10 unsolicited mails everyday. Do we really care to open them or just select and delete all such mails? Most of us have the tendency to delete them without opening then why should we expect that when we are sending a bulk mail people will open.
Email marketing do works and definitely one of the cheapest marketing channels to create brand awareness and generate leads. But some real smart approach is required to make your email marketing campaign stand out. Here are a few of them
Email List is Most important
If you want your email campaign to be successful take god care while creating your email list. Sending out to a few hundreds of targeted people is much better than sending to thousands of untargeted people. Getting clicks on your bulk mails will very much depend on the people who are receiving it.
Sending out mails without proper filtering of list is a waste of time and money.
Subject of Email
If you are a brand is popular including brand name in your subject line would be a good idea and will work better than any other catchy subject line. Since people would immediately know from where the mail has come from and chances of opening an email from known source is maximum.
If you are not so known brand its better to be straight and convey the purpose of your mail in the subject line. But avoid sounding like a salesman in your subject line.
Design of Email
Keep it as simple, short and light weight as possible. Theme based design, crisp copy and one call to action would be the best strategy. It is important to keep the weight of email file as light as possible.
Test Before Sending
An email looking absolutely perfect in your browser may not look so perfect when open with different email clients. If you want your email to look uniform across all email clients like Gmail, Yahoo, HotMail, Eudora, Outlook. etc. test it before sending. This becomes even more important if you are using mass mailing tool. Your might need to tune in your CSS file to make it look uniform.
Analysis and Reporting
This is very important for checking up the success of your campaign. Always use tracking code installed in your email to help you know Impressions, CTR, and Conversion from your email marketing campaign. It is recommended to try different version of mails and subject line if you have a large emails list. This will help you to test what works for your target audience.