At KGK Creative, we see varying results from sending out e-shots on behalf of clients. Effective campaigns perform the best but how can you determine what is ‘effective’?
Here are our top 10 tips on how to create effective e-shots:
- Keep the message simple
- Refrain from including several message in one campaign, the reader will lose interest and stop scrolling or worse, delete the email without fully engaging with its content.
- Don’t distract with design overload
- Try and keep it simple. You are more likely to increase your converted consumers if they are not distracted with numerous elements within the email.
- Create relevant landing pages
- If you advertise a specific product or service, provide that unique landing page for the consumers to land on that product or service. The customer will not go searching for the item if you lead them to your home page. And refrain from send your email as one large image, spam filters will not be happy.
- Social proof > Testimonials
- Use statistics and/or quotes to show that consumers are buying and are happy with your product, try not to use a 2 line generic response from ‘John Doe, London’. Where possible and also with permission, include the Twitter handle, blog name etc. of the happy customer. These are real life reviews, much more persuasive!
- Allow for 2 step opt ins
- Time and time again, research in the psychology of persuasion tells us that when consumers make a small commitment, that commitment increases their chances of making another. This signifies the consumers truly wants to know about you
- Is it too good to be true? We can all be a bit skeptical when it comes to a deal! Be honest with your reader yet still enticing. A/B split test your emails where possible with various deals e.g. 50% off v £100 off.
- Subject line
- Test, test and test again! Many email service providers will provide examples of what’s good and what’s not. Avoid spammy words like ‘free’ and ‘x% off’. Keep it original and relevant. Remember, this is one of the first parts of the email that the reader sees. You want them to click, open and read the email.
- Time it right
- This part may require some trial and error in the beginning. The majority of opens occur after office hours, typically between 8pm and midnight but this differs for everyone. Consider the group you are emailing and the market you are in. Don’t be afraid to test out an email send at the weekend.
- Use your data to determine what is successful and what’s not. Why did 25% less people open last weeks email versus the previous week for example? Was it the content, the time of day, the subject line? Segment your data and re-engage with customers who have yet to open your email. Perhaps they missed it the first time, our inboxes are quite full these days.
- Get social
- Ensure you have all your social media channels up to date and present in your email template. It allows easy engagement from readers to your various marketing channels. They may want to find out more about you, how you operate and how you sell your product or service.
Click here to see a sample project of our email marketing service.