Email marketing campaigns are one of the most effective ways of reaching your target audience. They are cheap, immediate, and enable you to present information in a way that is at once simplistic and informative.

However, a successful email campaign requires thought and consideration. Simply typing a message and hitting send will rarely reap rewards, and could in fact be detrimental in the long term.

So, with that in mind, what can you do to ensure your email campaigns hit the right notes? How can you utilise this particular channel so that it does not waste your time or the time of your potential customers?

The background

According to research carried out by Campaign Monitor, the average marketing email is opened by 17.92% of recipients. So, if you send an email to 100 people, only around 18 will open it. Common sense would dictate that the number of people who will then commit to an enquiry or a purchasing decision on the back of said email will be even fewer still.

So, what can you do to get your emails read by the people who you truly want to reach, and ultimately gain them as customers?

Top tips

Effective email marketing services always follow these three rules.

1. Target the right people

It sounds basic, but you’d be surprised how many companies still think that simply sending the same message to thousands of people without any prior thought will bring about an influx of purchases. To reach the right people you need data; you need to understand what people value, how likely they are to make a purchase, and what type of content they want to receive. Once you have this information, you’ll be well placed to target the right people at the right time.

2. Personalise your emails

Simply putting someone’s name in an email can make a world of difference. You want the customer to feel as though you are treating them as an individual and not simply as just another target. Most platforms, such as Mailchimp, make this very easy to do.

3. Keep it simple

From layout to copy, images to total length, you need to keep everything as simple as possible. Don’t try and overawe recipients with unnecessary text or fancy graphics. Rather, focus on what they stand to gain, and then let them know what their next steps should be should they wish to pursue an action.

Still having doubts? If you want to make sure your business is doing it right, hire an email marketing agency and accredited Mailchimp partner to help get things started.