Email Marketing: The Basics

E-Mail Marketing

It’s no secret that email campaigns are a great way to convert readers into customers. Just think of the possibilities! You can deliver important messages, details about new products and industry solutions right to your target audience’s inbox.

But creating email content is just half of the battle. The important part is coming up with your email marketing strategy. After all, you don’t want to waste good content by setting it up to disappear in your readers’ spam boxes. To get the most out of your campaign, here are some email marketing basics you should implement before hitting send:

1. Segment Your Email List

Lists are a great way to organize your email campaigns, but many companies make the mistake of focusing on only email content rather than their audience when segmenting their lists. As most marketing gurus know, it’s not just about the message but more importantly, your audience.

While the content may be similar, you will have to make adjustments based on who is reading the email (for example, “New Customers” versus “Potential Customers”. That language makes a difference). To accurately track your campaign results, separate your campaign content into comprehensible lists based on target audience or general topics.

2. Use Three Subject Lines

The rule of three is common in the marketing world, and that includes email subject lines. While it may seem overkill to come up with three separate subject lines, the payoff is worth it.

Since your sending out a mass email, you need three subject lines to get past the spam filters in your readers’ inboxes. At this point, it may help to reference your segmented email list to create three lines, each varied for your intended audience.

3. Insert Text (Even if it’s Optional)

Just because the text box says “optional” doesn’t mean you should ignore it. You may have all of the images and embedded links you need to get your message across to your readers, but regular text ensures that your message will make it to their inbox.

Mailboxes tend to block HTML-only emails as spam, which may not just impact that particular message but also future emails going to your users.

4. Personalize the Message

Customers tend to warm up to personalized messages over generic ones that were obviously intended for a wide audience. It also helps your message get past the email spam radar. However, it’s unrealistic to expect you to enter each individual’s name for your hundred-plus email messages.

Using variable data, you can create tags that allow your reader’s first name to appear in the greeting of your message. With TouchConvert, we make entering variable data for your email campaigns simple - just follow this easy tutorial!

5. Resize your Image

Images are important to your email messages because they create visual interest and provide additional details about your products or services. However, keep in mind that images aren’t just “one size fits all” when it comes to email messages.

It should be noted that TouchConvert offers a canvas size of 600 pixels wide, which is much smaller than most stock images you may have downloaded for your message. To keep your images an appropriate size, resize any pictures to the correct dimensions before uploading them into the TouchConvert HTML editor.

Email campaigns are some of the best ways to deliver your messages efficiently to your customers. Taking the time to do the above email marketing basics for each message will ensure you get the best results for your campaign.

If you’re interested in learning how to streamline your email marketing strategy with TouchConvert, contact us for a consultation today!

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