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Grow Your Business Sales & Marketing

10 Essentials for Successful Email Marketing Campaigns

10 Essentials for Successful Email Marketing Campaigns
Credit: Arpad/Shutterstock

Email has become one of the easiest ways for businesses to reach their customers. Cost-effectiveness, shareability and the speed of message delivery have made email campaigns a critical component of most businesses' marketing strategies.

However, with the increasing popularity of email marketing comes a greater risk that messages will be blocked from your customers' inboxes. 

Infogroup, a provider of business data and marketing solutions, offered 10 tips to help small businesses create successful email marketing campaigns:

  • Targeting: To get the best response from an email campaign, make sure to segment your audience. This helps divide up your customers based on certain characteristics.
  • Clear and concise: When sending out emails to current and potential customers, make sure the content is clear and concise. The offer should be prominent and easy to understand.
  • Call to action: The emails need to have a call to action that is clear and obvious. Create a sense of urgency. An "offer end date" can help drive immediate action.
  • Responsive design: It's critical that you create emails that look just as good when opened on a mobile device as on a Web browser. Responsive designs provide a better experience for each device on which the campaign is viewed.
  • Strong subject lines: The subject line should entice the recipient to open the email and learn more, as well as promote a sense of urgency.
  • Short subject lines: Limit subject lines to fewer than 50 characters. Longer subject lines can get cut off in the recipient's inbox.
  • Landing pages: Before you send out the emails, evaluate the campaign's landing page for effectiveness. The landing page should mimic the offer highlighted in the email and have the same look and feel.
  • Analytics: To get the most out of the campaign, it is important to track it on multiple levels. Have mechanisms in place to track both sales and conversions generated from the campaign. 
  • Multiple call-to-action mechanisms: In addition to a landing page, provide a phone number as an alternative way for customers to respond. 
  • Multiple touches: Sending the same message multiple times will increase brand awareness and results. However, the subject line and creative content should be different each time the message is sent out.

Originally published on Business News Daily.

Chad Brooks

Chad Brooks is a Chicago-based writer who has nearly 15 years' experience in the media business. A graduate of Indiana University, he spent nearly a decade as a staff reporter for the Daily Herald in suburban Chicago, covering a wide array of topics including, local and state government, crime, the legal system and education. Following his years at the newspaper Chad worked in public relations, helping promote small businesses throughout the U.S. Follow him on Twitter.