6 upgrades for your next email campaign


Social media marketing and other marketing platforms might be growing at a phenomenal rate, but email marketing is still very much alive and well in today’s world.


The question to ask yourself is this: are your emails actually getting the response you want? If not, then perhaps it’s time to take a new direction. Check out these six actionable upgrades that you can implement next time you create a campaign.

1. Be clear and define your email’s purpose


Clarity is critical to the success of any email blast. This might not seem like an upgrade, yet you might be surprised at how often businesses fail to clearly define the goals of their emails.

In fact, the name itself—email blast—implies something that doesn’t have a lot of thought behind it. ‘Who am I speaking to?’ is the most important question any marketer should ask themselves before they begin writing an email. If you don’t know who your audience is, it’s almost impossible to create content that’ll resonate with them.

2. Use better images


Staged stock photos just aren’t personal enough in these days of social media marketing. If you’re going to use images in your email blast—and you should—then use something unique; something that shows the personality of your brand and the message you are trying to send.

You can create something yourself, have a professional photographer do it, or leverage user-generated content. If you do use stock photos, try to go beyond the overused ones to find something that feels more real.

3. Make it personal


Firstly, no one wants an email from a no-reply email address; it feels far too impersonal. Ideally, the email should come from a real person in your organization, such as you, your CEO or a member of your customer service team, giving the reader the feeling that they can have a two-way conversation if they wish.

You also want to make the most of the data you have to personalize your emails. You can do basic things like including the subscriber’s name, or you can go much further by tailoring the content of each email to reflect that subscriber’s interests, geographic location, birthday, past purchases, and customer behavior and profile. Customer data is the most powerful tool that will allow you to segment your contacts and deliver meaningful information to them.


4. Make your call-to-action clear


Make it big, make it bold, and make it obvious. No matter what your call-to-action is, you need to get it out there in a very obvious way. Anyone who looks at the email should know what they are supposed to do within a matter of seconds. This is especially important when it comes to those who are viewing emails on mobile devices, because it needs to be easy to tap, too.


5. Send it out at the right day/time


The day and time you send out your email will vary depending on your target audience. For example, stay-at-home parents with small children will have a different best-time than an executive working for a large corporation. This is where dotmailer’s Send Time Optimization tool comes into its own; it remembers when subscribers open their emails and delivers future sends at the times they’re most likely to be read.


6. Promote in-store


If you have a bricks-and-mortar location for your business, you have the perfect way to gather email addresses. You can ask for email addresses at the cash register or you can run an in-store contest or raffle. E-receipts are also becoming more popular and provide a mechanism to collect customers’ email addresses, connecting valuable offline and online purchase data.

These are just a few upgrades you can give your email campaigns to increase their effectiveness and get the results you are looking for. Check out our resources library for heaps of free content downloads that will help you to advance your email marketing.


By Isabel Stewart, Marketing Executive at Dotmailer



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