For example, your organization is running a promotional offer, but if customers don’t know about it, you can send a blast with the purpose of informing people of your promotion as well as encouraging them to purchase your product online. If you are sending a newsletter, make sure that it goes out around the same time each month. If you run a fashion brand, you might highlight your fashions or offer deals and incentives. [3] X Expert Source Anna ColibriDigital Marketing Specialist Expert Interview. 29 June 2021.
An example of a compelling subject line would be “Act Today, 25% off of all linen tops. “[5] X Research source Another subject line could be something like, “Stop the Northeast High from shutting down. Call the mayor today. " Aim to make your subject compelling but clear. If the reader doesn’t know what the email is about, they are less likely to open it. Avoid excess punctuation or capital letters as this can be perceived as spam.
The preheader is the text that people see next to the subject line when they open their inbox. A compelling and catchy subject line accompanied with a convincing preheader will cause many people to open your blasts. [7] X Research source An example would be something like, “Our Halloween savings extravaganza is here. For this week only there’s 50% off of all jeans, winter jackets, and boots. Order online today with the promo code HAL17. "
Having a single purpose or call to action will improve your click-through rates significantly. Avoid packaging multiple offers or events within one email. Action-oriented language can be something like “Buy the new season of Shameless and get 10% off your next order!” Actions could include calling Senator about a bill, purchasing a new product, or leaving feedback.
You’ll need a database with names or a spreadsheet that has everyone’s name in a specific field in order to personalize your email blasts.
Personalizing emails improve click-through rates and the amount of people who decide to open your email.
[8] X Research source Typically fields for personalization will look something like
Break up your text into paragraphs that contain a cohesive theme, so it doesn’t look like one block of text. The best emails will be under 750 words.
If you don’t use permission-based tactics in your email campaigns, your spam score will go up. [11] X Expert Source Anna ColibriDigital Marketing Specialist Expert Interview. 29 June 2021. Spam filters for different mailing services will flag emails that have sent spam in the past, and filter emails based on other criteria as the type of content and how it’s formatted.
Popular sites allow you to create email blasts include Mailchimp, Constant Contact, and Vertical Response. [12] X Research source Some content management systems or databases have email blast capabilities built into their software.
Sometimes colleagues won’t have the most useful feedback, but they can give you an idea of how others perceive it, and what you need to fix before you send it out.
For example, sending people in New Jersey a coupon for stores located in Alaska is not useful or helpful. Another example of sending an e-mail to the wrong people is if you are marketing a product to women age 50 and above, but include men in their 20’s in the blast. The more that the recipient receives useless content or emails, the less likely they will open future emails from you.
When you fix a mistake, be sure to send another test email to see if it saved correctly. This is also a way to see if your email will be flagged as spam by an email’s spam filter.
Best times to send an email blast are Tuesday, Wednesday, and Thursday around mid-day. Try to send emails frequently. For instance, some brands send emails at least weekly. [14] X Expert Source Anna ColibriDigital Marketing Specialist Expert Interview. 29 June 2021.
Popular analytics software includes Google Analytics, Klipfolio, DOMO, Tibco and Tableau Software. [16] X Research source
To calculate your CTR, divide the number of clicks by the number of emails that you’ve sent. [17] X Research source If your click rate is fairly low, try to come up with new methods to attract people to your links. Conversion rates track things like how many people RSVPed to an event, purchased a product, or signed a petition. Adding images to an email may also help improve your click through rate. Average click rate for an email blast is 5. 6%, though it will vary depending on the type of business you have. [18] X Research source
Take external factors, like fashion trends, into account when you are analyzing the metrics. It’s not always how you are crafting the blasts, but what’s happening in society that may make it more successful than others.
For example, if you see that 10% of your list unsubscribed because of your last email blast, try to identify what consumers didn’t like about the email. Do not inundate customers with useless emails. Always ensure there is a plan to action or a promotion within the email.
