When developing a mass email campaign there are so many things one must keep in mind! What is a gripping subject line that will captivate my audience enough to open my email? Where is the balance between too much and too little information? How can I avoid my email getting trapped in the dreaded spam filter? And when it is all said and done, what is the most efficient way to track and measure the success of my campaign? Below I have narrowed down the four factors I have found to be most important when composing a mass email masterpiece. And please, any marketing gurus out there don’t be shy! Your words of wisdom would be greatly appreciated.
A clean list is a happy list, isn’t that the expression? Always upload an opt-in list when preparing your mass email campaign. Though some bounces are going to be inevitable, an opt-in list is the best way to get through to your target audience and your message is more likely to be delivered to contacts that actually have a pulse. Also, keeping your email CAN-SPAM compliant is a must to ensure email deliverability. Make sure to include the physical address of your organization in your email as well as an “unsubscribe” option. Lastly, avoid the long list of spam trigger words. Some of these words include “cheap”, “win”, “free” and “urgent”. A few that I was surprised to see make this list were “call”, “opportunity”, “now” and “here”. Following this protocol will give your email the best chance of ending up right where you want it.
Break through the noise
One of the biggest tragedies in mass email marketing is when your email was delivered to the contact of your dreams but was left unopened due to a lame subject line. Think about what subject lines make you open an email in your own inbox. Some good rules of thumb are asking a question, keeping the subject line to 50 characters or less, and only capitalizing the first word and proper nouns. Research dictates that the emails with best open rates have clear and concise subject lines. Such as “Company Webinar: Case Studies – Join Us Feb 15” and “First Name – 8 Customer Service Tips that Work”. If you have a list of 10,000 contacts or more divide the list and send two different subject lines. Comparing the two open rates will give you a sense of what works better for your particular audience.
Call to action
Let’s identify the anticipated outcome of your email, shall we? Do you want your prospect to complete a survey? Attend a webinar? Agree to a one on one discussion with a specialist? Whatever the case may be, your call to action should be highlighted. Try embedding relevant links in your messaging. Most mass email tools track click through rates which is a great way to identify prospects with genuine interest. This can also result in an increase of traffic to your site/landing page.
Send a little, track a little
Last but certainly not least, every aspect of your mass email campaign should be tracked, measured and analyzed. Compare open rates, click through rates and bounces. Analyze how sending your email on different days of the week or at different times affects your open rates. Google analytics takes tracking your campaigns one step further by monitoring the amount of time your prospects spend reading your email and the sites they visit after the fact. There are tons of helpful hints out there, but every mass email campaign is different. Identifying what is working for your particular audience will help you develop a best practice of your own.
So there you have it, folks. When practiced effectively, mass email campaigns are your one way ticket to increased pipeline and inbound opportunities. Don’t be afraid to try new techniques because that will be what differentiates you from your competitors. So get out there and break through the noise! Your results will speak for themselves.