Email campaigns can be a great way for you to introduce your company and promote products or services. When you’re getting ready to send your first email campaign, especially if you have had no prior contact with the mailing list, you need to be sure you focus on optimization. It will allow you to get the most desirable rates so that those on your mailing list are likely to engage as opposed to unsubscribe.
Whether you purchase a list, take over the list of a previous company, sales team member, or anyone else, you need to establish relevance. You don’t want people unsubscribing from the email before you have had a chance to make a pitch.
Establish why you’re relevant to the people you’re sending the email campaign out to. Let them know who you are and why they should continue to read the email in its entirety. Maybe provide a teaser as to why they should make it to the bottom of the link (a coupon, a free trial, etc.).
Organize the Content
There are a lot of great templates out there to help you lay out the content you want to share with your email lists. However, it’s also very easy to get carried away and put too much information into the first newsletter. Just because you can add videos, photos, lists, side by side articles, and more doesn’t mean that you should.
Censorship is critical, which is why you need to take the time to organize the content. Make the first email more educational and introductory. Once you have made that initial contact, you can always send more information to them over the next several weeks. You may also want to consider setting up automated campaigns so that other emails send after a certain amount of time or based on the actions that are taken inside of the email.
Understand the Analytics
Your email campaign will contain a lot of analytics once you have sent it. Knowing how to read the analytics will help you to understand the success and make adjustments so that you’re able to have even greater success with the next email that you sent.
This refers to the percentage of recipients who didn’t receive your message because the recipient mail server rejected it. This is often as a result of using an invalid email address. However, it might also be as a result of using a “from” email address that is associated with spam, such as Gmail or Yahoo.
This is essentially the number of people who are unsubscribing from your emails. They have chosen to opt-out, which means you lose them as a potential lead because you can no longer send them emails. This is common when relevance isn’t established or you send out too many emails in too short of a time period.
The open rate refers to the number of people who are opening the email. Most emails are opened within the first 48 hours. The “standard” open rate will vary based on demographics as well as industry. The open rate is linked with the subject line. The more enticing the subject line is, the more likely people will be to open the email.
This rate identifies how many people have clicked on a link within the email, such as to find out more information, enter a contest, or buy a product. Advanced analytics will also tell you which links were the most successful. If you have a call to action, your click rate will be higher than if you simply embed a link into the email campaigns content.
Knowing what to look for is critical. Focus more on the open rate and click rate than any other statistic on a first email. Particularly when you buy a list for the first time, the bounce rate will be higher. Test subject lines and call to actions so that you can learn how to be more successful with each campaign that you run.
You can have a lot of success with your first email campaign if you take the time to plan. When you want some assistance to ensure you have thought of everything, contact us at Sales Nexus.