How To Improve The Effectiveness of Your Email Campaigns
Jonathan Dolan, Owner at Off Main Marketing – Published on February 22 2024
Jonathan is a LinkedIn Top Marketing Voice
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This blog post presents my contributions to a LinkedIn Collaborative Article about “How To Improve The Effectiveness of Your Email Campaigns”. NOTE: Contributions to LinkedIn Collaborative Articles are limited to just 750 characters each. Due to their comprehensiveness, each contribution has some overlapping points with the other contributions.
I hope you find the advice and tips in this post helpful in your marketing journey!
Know Your Audience
(Contribution 1 of 5)
TEXT: Effective email marketing 📧 📢 begins with:
🅰️ Setting up funnels that get you email addresses of people who are interested in your industry.
EXAMPLE:
1️⃣ Social Ads for a Retreat Center (to people interested in self-care)
2️⃣ They Visit Your Social Profile
3️⃣ They Visit Your Website
4️⃣ They Sign Up For Your Newsletter about “Self-Care”
–
🅱️ Now break the email submissions into segments Maybe your Sign Up Form asked – What’s your favorite self-care activities?:
▪️Exercise
▪️Yoga
▪️Spa Experience
▪️Meditation
And others like – What’s your favorite season to go on vacation?
▪️Spring
▪️Summer
▪️Fall
▪️Winter
With these two questions alone, you can build several segmented lists that you can send specific engaging emails to.
Write Compelling Subject Lines
(Contribution 2 of 5)
TEXT: After you have split up your email database 📧 into segments,
NEXT – draft at least 5 subject lines, all with different hooks 🪝 (Build specific prompts in Chat GPT or Co-Pilot to assist you)
🍽️ For example, if you are an Italian restaurant, your first 5 hook ideas could be:
1️⃣ Tonight Only: 3-course Italian Meal for $25! (Urgency)
2️⃣ Experience Italy, Long Island Style: Join Us Tonight (Emotion)
3️⃣ Not in the cooking mood? Grab BOGO Italian Dishes tonight! (Problem solving)
4️⃣ 3 New Pasta Dishes: Taste any for 50% off this week! (Curiosity)
5️⃣ Jonathan, your passport to Italian Dinner Specials is here! (Personalization) THEN – create at least 3 variations of each subject line (totaling 4 each) and begin A/B testing.
Optimizing Your Preheader Text
(Contribution 3 of 5)
TEXT: After segmenting your email database 📧 and drafting Subject Lines ✍️ – NOW draft pre-header texts.
🔴 NOTE: Subject Lines (SLs) are to grab attention – and Pre-Headers (PHs) are for saying the MOST important thing that the person needs to know after that (in 40-130 characters)
🔴 EXAMPLE: If you’re a Car Detailer, 2 SLs and PHs could be:
(SL) A Sparkling Car ✨ 🚗 With Less Detailing
(PH) Read 10 real ways to limit your trips to the detailer AND
(SL) 20% OFF Post Snow Detailing ❄️ 🚗
(PH) Get your car’s shine back for 20% OFF this week!
🔴 THEN write multiple versions of each PH and perform A/B tests on equally sized groups of the segment👇
🅰️ SL V1 (w/ PH V1)
🅱️ SL V1 (w/ PH V2)
and
🅰️ SL V2 (w/ PH V1)
🅱️ SL V2 (w/ PH V2)
Design For Mobile Devices
(Contribution 4 of 5)
TEXT: Once you decide the goal and subject of your email 📧, start designing content for BOTH mobile📱and desktop 🖥️
🔴 With HTML, you can display 1 version of a banner on mobile (350px x 100px), and another on desktop (700px x 90px -150px)
🔴 But if you’re using a block editor like Constant Contact’s, you can only use 1…
…so in this situation, design a banner that’s a balance between the aspect-ratio for mobile (so details & copy are legible), and an appropriate proportional height for desktop (so that it doesn’t awkwardly take up too much space on the screen)
💇 EXAMPLE: A banner for a salon using CC’s block editor could be around 500px x 100px and include their logo, action shots of services and say “Check Your Stylists’ Availability”.
Provide Valuable Content
(Contribution 5 of 5)
TEXT: When drafting email 📧 marketing content, you could use an outline similar to this:
▪️Header graphic
▪️Headline
▪️Two or Three 2 sentence paragraphs (or similar amount)
▪️Call To Action Button
– OR, instead of having all of these components in their own blocks one after another ⬛️🔳◾️▪️…
…You could take all of the components and create 1 single captivating graphic 🌇 with a balance between engaging imagery, and the copy and Call To Action.
EXAMPLE: If you’re a small e-commerce home goods business, your 1 graphic could be:
▪️Image: A mother laughing with her kids in her living room
▪️Headline: Love Your Home
▪️First Sentence / Bullet: From our hearts, to your living room – browse decor in a range of styles
▪️Call To Action: Browse Now
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