How to produce an effective email campaign

Email campaigns can be a very effective way to reach potential and existing customers. But email campaigns are only truly effective when they’re done well. Long rambling emails, a lack of focus and numerous typos can all be damaging to your campaign and your brand.

The good thing is that email campaigns aren’t rocket science. All it takes is a few ‘tricks of the trade’ and you’ll be making a wonderful impression in no time.

Know what you want from it

The best place to start with an email campaign is to know what you want from it. Do you want some leads? Or are you simply trying to raise brand awareness? Knowing what you want will help you identify a suitable message – whether information sharing with a recent article, or offering a discount on your products and services.

Keep it focused

Much as you might love putting together your company newsletter, telling all and sundry about what you’ve been up to, is it really what your customers want to hear? Thinking from your customer’s point-of-view always helps you to keep your focus and put together truly interesting, valuable content.

A newsletter doesn’t have to be a quarterly update. It can just as easily contain a single message, and you’ll usually find that just one message is much more effective than 5, unless you’re sending out a news bulletin of course.

Get to the point

Get across your main message quickly. Don’t rely on people reading paragraphs of text to get to what you have to say – they probably won’t. Tell them immediately.

Try using names

It may seem counter-intuitive, but using people’s names in the subject line can be a really powerful way to grab their attention. It’s not always appropriate, but now and then it’s worth a shot.

Use a recognisable ‘sender’ name

Avoid sending emails from info@; opt instead for the name of someone in your company who people are likely to recognise. If the email’s to your customers, then how about the name of your head of client services? Using an actual name is much more likely to get a warm response.

Use clear calls to action

So it’s all very interesting, but if there’s no way to contact you then it’s pretty much all in vain. Make sure you have clear calls to actions, like emails and telephone numbers, so people can contact you as soon as they read your email.