There is a revolution in the way people shop taking place right now. As the retail habits of people move more and more online, so e-commerce businesses need to be up to speed with the changing ways they must adopt in order to keep their existing customers engaged, and attract new customers.
One of the primary ways that online retailers can reach out to their client base is via automated email workflows.
But as with all marketing strategies, using the correct email marketing components is vital to ensuring that your campaign is effective, advantageous, and produces a viable ROI.
As the old “bricks-and-mortar” shops give way to online stores, businesses that used to rely on foot traffic and traditional advertising (print, TV, radio, etc.) to attract their customers, are having to find new ways of promoting themselves and their wares.
So let’s do a bit of foot traffic ourselves, and walk through some of the most important components of a successful automated email marketing campaign.
Using the Correct Email Marketing Components
OK…do you have your walking shoes on? This is going to be a random stroll – a kind of window-shopping perhaps – so here, in no particular order, are ten email marketing components that you should consider using in your business’s email campaigns.
1. A Good Plan
Even if your approach includes all of the email marketing components in the world, without a solid plan, your marketing strategy will soon come unstuck.
- Get your marketing team together over coffee and muffins, and work out which people will take on the separate aspects of the campaign based on experience, workload and skills
- Figure out when each section of the campaign will swing into action
- Get everything set up, tested (see below) and ready to go, then push the big red LAUNCH button (so to speak) and head out for lunch.
Don’t forget the often-overlooked email marketing component
Evaluating the results of your strategy is vital. Think of it like the follow-through of a golf swing: you need to see where you’ve been in order to see where you are going!
2. Killer Subject Lines
The subject line will be the place where you “hook” the reader’s attention.
This is where you can build anticipation, or simply address them personally. There are a few things that you should do in a subject line:
- Be specific and up front about the email’s message. Don’t promise one thing, then deliver another, like those cheap, trashy gossip magazines!
- Hint at the value of what’s to come in the email.
- Address the recipient in person. For example, say “Hi Fergus….” instead of simply “Look at our new coffee brand.”
3. Well-designed Footers
Footers are simply the part of your email template (the bottom part, obviously) where you can include additional details that might otherwise clutter up the body text of the email.
Footers can be used to impart such information as:
- Contact information
- A link to your website
- How to get in touch with your customer support department
- Your company’s killer logo!
- An unsubscribe button (see below)
- A call to action (also see below)
- Information that may be legally required to comply with local anti-spam or privacy regulations
4. Calls to Action
Let’s face it, the whole point of putting together all of these email marketing components is to get your customers to do something.
So your CTA has to be imperative, clear and concise, and not include any tautology: such as the phrase “clear and concise”!
Your CTAs can be as imaginative as you like. For example:
- Get Started Now!
- Learn more by clicking here.
- Join the fun.
- Sign up for free!
- Try a month on us…free!
- Let’s get started on your new project.
Refining your customer database into segments will save time and expense. It will also mean that you aren’t sending inappropriate material to the wrong people.
Use parameters such as special events, birthdays, purchase anniversaries, or product updates as triggers for sending out messages to certain segments of your audience.
If people unsubscribe from your lists, or never respond, remove them from your database. Ain’t no point flogging a dead horse!
6. Great Copywriting
Of all the email marketing components that businesses have at their disposal, copywriting is of paramount importance.
Get it write first time
You’re clients wont bother readin stuff thats not well wrote…so ensure that your copy is perfectly written, the spelling has been cheeked, and that the grammar is on point. People’s attention spans are very short these days, so your copy needs to be engaging and to the point.
Employ the services of a great copywriter to craft the perfect, entertaining and engaging copy for your automated emails.
People loathe being spammed with generic blasts of emails that are obviously sent out en masse by computers in dingy basements.
Make your emails speak to each individual recipient. Use their name, mention an anniversary or special event, or remind them of a product that they have purchased in the past and which might need servicing, updating or adding on-to.
8. A/B Testing
A/B testing of emails is another way to help figure out what is working and what isn’t.
Try a few different combinations of these factors:
- Different subject lines
- Still images vs video
- Different fonts
Send yourself or your staff a test copy of each email before you launch it into cyberspace. That way, you can check it will arrive in the recipient’s inbox as you want it to appear, without bits missing.
9. Unsubscribe Button
Your business isn’t there to bully your customers, or to badger them until they do what you tell them.
Your job is to offer encouragement and to be as attractive as possible to your clients. But if they want out…let them go!
Should I Stay or Should I Go?
Include an unsubscribe option on your email’s footer (see above) so that if a customer doesn’t want to receive further emails, they can opt-out.
Select your preferences
When you sign customers up for emails, let them choose what they want to see. Give them options such as:
- Product updates
- Specials and competitions.
10. Make it Mobile
These days, 60% of emails are being opened using mobile devices.
So make sure your automated emails are optimized for the small screens.
Ask an Email Marketing Components Expert
Creating a marketing strategy that includes these email marketing components requires a fair bit of know-how, especially if you are new to the email automation game, or if you are launching a large campaign.
So don’t be afraid to get a specialist involved. You could make that Number 11 on your list of email marketing components!