Back To CourseEmail Marketing Training
5 chapters | 52 lessons
Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
If you have an email account, chances are you've received a few dozen email blasts today alone. That email from your favorite boutique showing this month's top sellers. An email from your favorite blog highlighting a new post to check out. Another email from a company who wants you to sign up for a contest. Email can be a great way to communicate a message with your customers and keep them engaged in your brand or business.
An email blast is, simply, an email message sent to many subscribers at the same time. It's a quick way to send out information from your brand or business, such as promotions, sales, blog posts, newsletters or more, to your email list subscribers.
That sounds simple, right? But, there are a lot of things that go into that little email message, to make it an effective and efficient way to reach your customers. Let's take a look at some best practices for making the most of your email blast opportunities.
Subject line: It's always best to start with the first thing people will see upon receiving your email - that is, the subject line that tells them what the email is all about. Crafting a good subject line is no small task; it can mean the difference between a recipient opening, viewing, and engaging with your brand or deleting it without even checking the contents. A short subject line is good, and a short subject line that is clever, funny or intriguing is better. If you're offering an incentive in your email such as a limited-time promotion, sale, coupon or special offer, making that clear in the subject line can be key to getting the rest of your message seen.
Text: This is where the message you're trying to convey should shine through. What is the purpose of your email? Is it to entice people to make a purchase? Showcase a new feature on your website? Whatever the reason, fill your email with appropriate text, graphics, and photos that drive home the point of the email. Don't try to do too much or cover too many topics. Keep the text short and engaging. Explain how the new feature or product you're trying to sell can benefit the viewer. Use visuals to enhance, not detract, from your message.
Call-to-Action: A Call-to-Action button is just a clickable button in your message that drives viewers to do whatever you want them to do. For example, it might say 'Buy Now!' or 'Sign Me Up!' depending on whether you're trying to sell a product or earn more subscribers, respectively. The Call-to-Action should be clear, enticing, and easily spotted. Don't bury your Call-to-Action button at the bottom of the email, make it too small or have it blend it too closely with the rest of your email.
Other things to include: It's always a good idea to include your social media buttons in your emails, as well as your contact details for more information. Also, consider adding a feature so that viewers can share your email with their friends and family. You might earn new business along the way with this one simple addition. And, though you never want someone to unsubscribe from your email blasts, always include an option for recipients to opt-out. It's the responsible thing to do.
Timing and Frequency: There are best times and worst times to distribute an email blast, and those will likely be different for every business. You can test this for yourself by sending the same message to two different groups at different days/times. The analytics tools in your email marketing program should help you track which performed better in terms of open rates (who opened your email), click-through rates (who clicked on your Call-to-Action button or another link), if anyone unsubscribed and emails that could not be delivered due to an incorrect email address. In addition, regularly schedule blasts as part of your ongoing communications. Many experts say that monthly blasts work best, but that frequency is certainly up to you.
Audience: Maybe you have a giant email list of 10,000 subscribers. That doesn't necessarily mean your message is appropriate or relevant for all of them. If you know your customers (and you should), try to choose targeted groups to whom you send your information. Products for a newborn will be most beneficial to new and expectant parents and less relevant to parents whose children are college-age. By targeting your email blasts to the appropriate audience, you show that you understand your customers and aren't just blindly sending emails to everyone you have access to.
Test: If you don't send the blast to yourself first, how will you know if everything looks - and is functioning - as it should? Testing is imperative to making sure your message is displayed clearly and that all Call-to-Actions buttons and links are sending users to the right page. It also can give you a small taste of what your viewers will see once they receive it. If you received the same message, would you be intrigued to act?
There are many examples of great email blasts being sent daily. Here are a few ideas:
A financial services company sends out an email that tells friends enjoying dinner together how to solve the problem of splitting the bill. Three simple steps are laid out for how the process works, there is a bright photo of friends sitting together at a table, and two of the same, clear Call-to-Action buttons encouraging people to learn more about the process.
A health and wellness app for your smartphone sends out an email highlighting the changes they've recently made to their app features. The email is short and concise, using three simple colors and one icon as well as a brief (three to four sentences) to highlight the new features. A Call-to-Action button takes viewers to more information in order to renew their membership.
There are a lot of ways to convey your message to your customers, and email blasts can be a great tool. Consider a catchy subject line; short, engaging text and graphics; a Call-to-Action; and the timing and frequency with which you distribute your emails. Always test your emails before sending them to the appropriate audience. Follow these steps and you're headed for email blast success.
To unlock this lesson you must be a Study.com Member.
Create your account
Already a member? Log InBack
Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.
To learn more, visit our Earning Credit Page
Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.
Back To CourseEmail Marketing Training
5 chapters | 52 lessons