8 Tips to Improve Your Email Marketing Campaigns

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Email marketing campaigns are more than simply sending emails. They are a great channel through which you can communicate with your users, keep them abreast of the news of your company and retain them.

But to be able to achieve all this, you have to persuade the recipients to open your emails and interact with them.

How do you create the perfect email? How can you convince your users to open your email when they have 17 others in their inbox? How to make your offer attractive for them to click and visit the landing page?

Whether you're starting with your online marketing strategy, or if you've been with it for years, there are 8 components that you should pay attention to so that your campaigns are effective.

1. The Subject

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Because it is important:
It is necessary to capture the attention of the reader. The issue is what your users will see before opening the email and what will make the difference between a high opening rate and total failure.

How to optimize it:
First, it must be relevant to your audience, so you should be aware of your concerns. According to a MarketingSherpa study, 4 out of 10 subscribers reported that they marked the emails as spam, simply because they were irrelevant. If you are sending an email to a list of entrepreneurs, you know that one of your main stressors is not having enough time to carry out all your tasks. In this case, you could use a subject line that says: "Ready to save time on your sales? " They will be intrigued and want to know how you can help them solve their problem.

Another tip for the optimization of the subject, is to personalize them including the name of your addressee or to use direct actions like "download it", "get it free", "join us", etc.

2. Name of the sender

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Because it is important:
It is necessary that you create a solid trust with your subscribers. The name of the person sending the email is the other component that the recipients will see before opening your email. The optimization of the choice of the name of the sender and the use of that name constantly, will allow readers to recognize your emails more easily in the future.

How to optimize it:
Email marketing must be personal. You can consider including a small image of the sender with your signature, which will help you establish a friendly tone that will reinforce the idea that the email comes from a real human being and not from a marketing machine without emotions. You can also try different names and see which works best.

3. Body of the Message

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Because it is important:
You have to make your messages concise and convincing. This is often the component in which marketing experts focus more when it comes to optimizing emails. How can you make it sound good? How can you make your offer more convincing? It is important to get the appropriate language, tone and design, in order to increase the likelihood that your readers will click.

How to optimize it:
First, you need to make sure that your message clearly describes your offer. Write a short, compelling and interesting message. Tell a story, use statistics that reinforce your words and do not be afraid to use direct language.

It is also essential that you use short paragraphs and images to break the text in order not to overwhelm your audience. Nobody has time to read an essay and if your email looks somewhat dense, you will lose interest.

4. Image

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Because it is important:
Your emails should be visually appealing and a good image is the best way to get it, as it reinforces the message you want to convey.

How to optimize them:
Choose relevant and quality images that illustrate the offer you offer to your users. If your offer is an ebook, for example, simply to put the image of the cover and you would be right, easy right? Remember that your users before reading the text will look at the images, if they do not like them, they will close the email.

5. Call to action

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Because it is important:
The purpose of your emails is that your users to click on them and pass to become customers, so the call to action is arguably the most important component of your email marketing campaigns.

How to optimize it:
Whether it's a button or a link, you have to make sure your call to action is eye-catching. You must guide the eye of your users towards it. A good practice is to keep the call to action "above the fold", that is, to be visible without the reader having to move the screen down.

6. Links of Social Participation

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Because they are important:
If you want your content to be shared, make it easy for your users. Not only will you get your content to reach more people that are not included in your database, but you can also increase the number of followers on your social networks.

How to optimize them:
Includes links to share the content in all your emails giving different options to your users, each one has its own favorite social network: Facebook, Twitter, LinkedIn, Pinterest, Google+. Another tip for optimizing these links is to personalize them with your own message. If you write a funny message you will get much more participation.

7. Drop of service

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Because it is important:
In the first place because it is illegal not to include a link so that users can unsubscribe from your newsletters.

Leaving legal issues aside, you also do not want to have users who are not interested in your products or services on your list. Offer them an option to unsubscribe. In reality, this will make your opening and click rates more accurate, since you will only be monitoring people who are really interested in your products.

How to optimize it:
It has to be easy to find. This does not mean that it has to be as big as the call to action, but do not hide it either. If you are looking to unsubscribe from your emails and can not find that button, they could mark your email as spam and that would damage your reputation.

As with the social participation message, writing a personal and funny message can dissuade your users from deleting from your list, even though you have given them the option.

8. Mobile Optimization

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Because it is important:
Raise your hand if you have ever opened an email on the phone and the text has been too big, too small, too long or the scroll was simply impossible ...

Exactly. You don't want your subscribers to have to deal with this when they open your emails, right?

How to optimize it:
Design your email marketing campaigns so they can adapt to any device. Use templates optimized for mobile and do a test to see how the email would look. In this way you will not lose the opportunity for conversion.

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