• Matt Phillips

5 Ways to Run Email Marketing Campaigns That Don't Suck



We’ve all been there. Opening the 17th spam email from a website you visited once three years ago and unsubscribing for what feels like the hundredth time. It’s not fun. This guerilla style of email marketing is what most people think of when they think of email marketing. But our Brand Nation team believes that there is a lot of untapped potential in the realm of email marketing that will result in tons of link clicks and conversions without annoying customers to death. Because it can be tricky to navigate the world of email tastefully, we thought we’d share 5 simple tips for running email marketing campaigns that won’t drive customers crazy!


#1 – Personalize your messages

According to campaignmonitor.com, a personalized email (that is, one that includes the customer’s name or interests) is 46% more likely to result in a link click than a generic one. In today’s culture, unfortunately, people are very self-centered. They want to be hero of their own story. As a result, it is crucial that messaging from your company is tailored to each customer. If they see their name in an email, they’ll feel like the sender actually cared to send them a personal email (even if it’s not actually personal in any other way).


In 2020, most email services include a simple tool that allows you to batch your emails and include a spot for the name of the individual customer, which the email software will auto-fill for each recipient. Using this tool, you can easily send an email to as many people as you want and still make your messages feel personal and relatable. Personalizing messages will result in much better engagement and a better overall experience for the recipient.


#2 – Send a normal amount of emails

As we mentioned earlier, there is nothing more annoying than getting 17 emails from a company every day. If customers get that many emails from you, they’re going to get overwhelmed and unsubscribe fast. No one likes feeling like they’re being yelled at. It’s critical that you space out your emails so that each piece of content that shows up in a customer’s inbox is a warm, welcome reminder of your brand, not an annoyance. Think of your emails as a once-a-week, maybe even twice-a-month, “hello” from your company.


Now, you might be thinking to yourself, “I have too much information that I want to get out to my customers; I need to send WAY more emails than that to keep people in the loop!” We feel your pain, but there are other ways to get that information to your customers. If you want to tell a customer story, inform people about a specific product or service and how it can help them, or explain the advantages of a certain service, a great alternative to email marketing is starting a blog on your website. That way, people can read your content at their own leisure without it being shoved down their throats in their inbox.


If the content or information you want to delineate is less text-driven and more image-driven, social media is the way to go! By posting your photos to Instagram instead of emailing out a gallery of them to your customers, you’re making the experience of viewing your gallery one that the customer chooses to have, not one that is forced upon them. Whatever you choose to do, do NOT resort to sending multiple emails a day and spamming your customers’ inboxes. Being tasteful and considerate in the way you communicate with them is the only way to avoid scaring people off.


#3 - Make sure they can take action

It can be easy, if you’re not careful, to fill your emails with great, engaging content, but neglect to give the reader a way to respond to what they’ve just read or seen. If they love your content but aren’t sure what they’re supposed to do about it, you’ve just lost that potential customer. It’s important to put lots of buttons in your emails that link to your website, social media, blog, or store, depending on what kind of email you’re sending out.


Anyone who is reading your emails needs to, whenever they feel the urge, be able to EASILY get to the next step in their experience with your brand. If they have to go searching, chances are they will just give up. You’re putting in the effort to send out great content, so it would be such a shame for someone to love it and then do nothing about it. Make your action steps clear and frequent if you want good engagement.


#4 – Segment your subscribers

Nothing is worse than getting an email that doesn’t even apply to you. For example, if you’re a 22-year-old patient of a doctor’s office and you keep getting emails about arthritis treatment for Medicare patients, chances are you’re going to unsubscribe from that email list. Sending out content that doesn’t apply to ALL of your customers is one of the best ways to lose people.


Because no one wants to get irrelevant emails, it’s important to create different groups of email subscribers (which most CRM systems make very easy) so that you can tailor content to specific customers. By doing this, you can ensure that each customer gets only emails filled with content that applies directly to them. This process might take a little bit of extra work but trust us, your customers will thank you in the end!


#5 – Mobile-friendly is a must

In today’s world, most people are reading emails both on their phone and their computer. Now, most email marketing programs do all of the formatting for you, alleviating the need to worry about the look of a message on mobile. But that’s not the case everywhere. Make sure that, as you’re preparing a message to be sent, you check frequently to see what it looks like on a mobile phone.


Everyone hates opening an email on their phone and having to pinch and zoom in just to read the tiny, unformatted text. If you format your emails to look nice on both mobile and desktop screens, the customer will get a much more satisfying experience and will be far more likely to read through the entire message and even take action.


One more thing to note is dark mode. In recent years, it has become popular to set phones and computers to “dark mode,” which is a setting that makes the background of all apps dark gray instead of white, resulting in a much less strenuous experience looking at your screen. Because many people put their phones in this mode, it’s important to check how your content adapts to being inverted to accommodate this setting.


Sometimes, a message will look great on a normal screen with a white background but be all messed up on a dark mode screen. Keep this in mind as you’re formatting your messages for mobile! By making your messages easy to read in any environment, you give the customer a pleasant experience and a good impression of your brand.


We hope these tips have been helpful to you as you work on making your email marketing tasteful and effective. When done right, this tool can be incredibly useful for getting link clicks and conversions, as well as engaging your existing customers. Make sure to respect your customers, and good luck getting started with email marketing! Catch you guys in the next post. Peace✌️ #TeamBrandNation

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