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Here is how you can influence the customer to decide which emails to open and which ones to ignore, says Growth Hacking Asia’s Bozena Pieniazek

We all get bombarded with emails each and every day and simply do not have enough time to read them all. So, how do you decide which ones to open and which ones to ignore? Take a minute to think about it — do you open emails based on the sender or subject line? And once you have opened an email, what makes you take an action such as click on a call-to-action button or link?

There are quite a few different things that make email marketing campaigns great, such as catchy subject lines, effective call-to-actions, and/or compelling copy.

To make it easier for you to start supercharging your email marketing campaigns, I have put together a list of seven things you should master to ensure they succeed.

1. Subject line

The subject line is one of the most important things to test and optimise, especially if you are looking to improve your open rate. The key is to create a captivating and engaging subject line that appeals to your audience. According to MailChimp, “the best email subject lines are usually short, descriptive and provide the reader with a reason to open your email.”

For inspiration, here are 18 of the best email subject lines you’ve ever read.

Also Read: Keep an eye out for the ‘I’s of digital marketing

2. From name and email address

Did you know that according to Soundest, “43 per cent of email recipients click the spam button based on the email from name or email address”? Therefore, it is essential that you select a from name and email address that your audience recognises and trusts. You don’t want your emails to end up in the spam folder, now do you?

3. Message

The message is what you want to share with your subscribers. It can be anything from a special offer to company news. The key is to get your audience to actually read your message and consequently take action. Compelling copy will (most likely) help get the job done! So, find out how to create compelling copy for your emails with Hubspot’s principles of irresistible copy.

4. Call-to-action

An effective call-to-action is one of the most important features of a successful email marketing campaign. Every email campaign should have a clearly defined goal. Your call-to-action will – if done correctly – guide your subscribers to complete your desired task (goal), such as visit your website or check out your blog. Make sure your call-to-action is clear, visible and action-oriented.

These 17 best practices will give you an idea of what effective call-to-action buttons look like.

Also Read: Email marketing software Ematic Solutions grabs US$1.1M

5. Compelling visuals

A picture is worth a thousand words. Therefore, it is essential that you carefully select visuals that are not only compelling but also purpose-driven. Get some inspiration by following this set of principles when selecting visuals.

6. Social sharing options

Combining your email marketing campaigns with social sharing can significantly increase the effectiveness and reach of your campaigns. Social sharing is a great way to leverage your current audience by encouraging them to share your content across different social networks. Essentially, your readers become ambassadors for your brand.

7. Send time

Research suggests that timing is key to successful email marketing. However, there is no one-size-fits-all solution for perfect timing as this largely depends on your audience, location, and industry. Many email automation tools, such as MailChimp, offer ‘send time optimisation’ options that make it easier for you to optimise your sending time through A/B testing.

Testing is key to success

In order to create a successful email marketing campaign, it is essential to find out what drives your audience to take action. Although there is no single best practice to successful email marketing, you should be able to (and need to!) test various aspects of your email campaigns, such as subject line, call-to-action, and/or copy. Testing is one of the most important things to find out what works for your startup and your audience.

Also Read: 4 strategies for marketing like a boss

The views expressed here are of the author’s, and e27 may not necessarily subscribe to them. e27 invites members from Asia’s tech industry and startup community to share their honest opinions and expert knowledge with our readers. If you are interested in sharing your point of view, please send us an email at writers[at]e27[dot]co

Image Credit: ra2studio/Shutterstock

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