Specific email targeting is one of the beauties of the digital age. You can select specific people in specific areas of the country all with specific interests and customize emails just to them. This allows them to feel a part of a group and not just another cell in someone’s spreadsheet in a random office building. And in many ways they are a part of a special group to you and your organization. If you are taking the time to craft a specific message, tailored to them and just a few others, they obviously are more to you than just a number.
In this post we’re going to go over a few things everyone should keep in mind when crafting email marketing campaigns for your clients or customers.
Messaging is Important
It is important to have a clear, consistent message throughout all of your e-communications with your audience. You need to be upfront with them in what you want and what you are planning to give them/what you expect them to do.
Also, going hand-in-hand with this is, stay on point. No one likes to sift through long emails to get to a punch line that isn’t all that funny or a sales pitch that isn’t all the interesting. Emails should be no longer than 2-3 paragraphs and these paragraphs should only be a few sentences each—maybe 5 at the tops.
Speak Their Language
Quite possibly the most important aspect to a proper email campaign is to speak the language of your customers. Speak in ways they are familiar and in ideas that they know. You wouldn’t send someone with a New York accent into Texas to try and sell a product now would you? Of course not! You want to speak the language of the people on the tail end of your email campaign.
For example, if you are designing an email campaign that is intended for people in government, be sure you use the correct usage of Were OR Where. If you’re writing members of Congress or state legislators and you can’t even keep the were vs. where designation separate, then most of your clients won’t take you seriously.
Offer Something Enticing in the Subject Line
All of this is well and good, but what if they don’t even open the email? Well this is what makes that little subject line so incredibly important. You have to cram as enticing an offer in just one sentence, so better make it good!
One way to entice readers to open your mail is to promise them something. This goes back to the “give, give, ask” principle. You need to give your customers more than they are spending. If you are running a “Better English Writing” campaign for a local school workshop you could say something like “Don’t embarrass yourself; do you know how to use A part OR Apart?” Then just post a link to your article on the subject. This will entice your readers because they will ask themselves, wait a second, I’m not actually sure of the difference between compliment and complement. I’ll keep on reading.
These are the basics of any targeted email campaign. In our next post, we’ll take a further look at the process.