Email is one of the most powerful and personal ways to connect with your customers When it comes to breaching the email walls and claiming that elusive open click, does the
creative really matter? Or is the power all in the hands of those carefully chosen words on the frontline – the email subject.
It’s important to Being as relevant and interesting as possible at a moment in time when customers are the most engaged — while only using data in a way that curtails the risk of sounding creepy — produces the highest chance of a successful email-marketing engagement.
Email marketers should have campaigns set up to be automatic and triggered so emails can be delivered every time a certain action is taken. This could be an action that occurs in-store or online.
Whether it’s a post-purchase follow-up email that asks a customer for a review, or it’s an offer that follows the customer’s visit to your website, triggered email results in more effective engagement by contacting customers while your brand is fresh on their minds.
Determine your email goals from the start:
Measuring your email marketing success doesn’t begin halfway through a campaign; instead, you should always determine the desired results before you even think about sending the first message. Is your priority to drive traffic to your site, or are you more focused on product purchases?
Of course, it’s still a sound practice to measure key indicators while the campaign is taking place, such as click-through rates and open rates, but that shouldn’t take precedence over the goals established at the onset of your campaign.
Shelling out emails before knowing what you’re looking for means you’re taking shots in the dark. Know what your goals are before you click the send button.
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