Our marketing articles are designed to help you make the most from your own practices and ensure a flourishing partnership with Quotatis. With nearly 15 years of experience in the consumer matching business, we hope to share our expertise and help you become one of Quotatis’ most successful partners.
An Email campaign is a fantastic opportunity to generate enquiries for the product or service you offer. You can contact your entire client database conveniently at the touch of a button.
Here are eight of the best ways to utilise email marketing correctly and improve your chances of generating the enquiries which will earn you the most.
- Images
Images can be a fantastic visual tool to persuade your customers to invest. But nowadays over 50% of your audience is unlikely to see any imaging because Outlook and other email systems are set as default to not show the image.
If there is any key information shown in the image such as graphs and statistics, remember to repeat it in the text, or your entire message could be lost to technology.
- The preview pane
Utilising the first couple of inches of your email campaign is often the key to success. A large majority of your audience could only view messages in the preview pane, so you need to ensure the most important information and selling point is at the top of the page. Research shows that the most successful email links are those at the top and bottom of the page.
- Ensure a focused message
When emailing your database, keep the message focused and don’t make more than one offer in an email. Whilst there may be exceptions to this rule, splitting your readership’s attention is unlikely to see you with huge success. Keep your call to action at the top of your agenda and utilise the email effectively.
- A relevant landing page
Landing pages are often what will make or break an email campaign. There tends to be a massive decline in the number of people who’ll click an email link, to those then filling out the form on your designated landing page.
For optimum success, ensure to have a separate landing page for each offer. It may be quicker and easier to have a ‘one fits all’ approach, but this won’t help your conversion rates.
Each landing page should be a follow on from the email, providing consumers with further information to encourage interest in your product, whilst having a definitive call to action.
- Monitor conversion rates
Taking the approach that the more click-throughs you receive from your email, the better your success rates will be, is ill-advised. As those who carry our regular PPC practices will tell you, some keyword phrases will see more clicks but a lesser conversion rate and vice versa.
If you have a low conversion rate from a large number of click-throughs, perhaps you need to look again at your message. Ensure your customers know exactly what they’re clicking for and once they reach the landing page they’ll be more likely to convert.
- Email yourself
Before sending out any emails to your consumer database, email yourself and see exactly what your message looks like in the browser. There are a number of things to look for and points to address.
How does the email look? Is it sharp and snappy or an eyesore for the customer which will be quickly passed by? Does it engage the audience – Is there a reason for the audience to keep reading and a fantastic pull which will encourage a clickthrough and conversion.
There’s an art to creating an excellent template for your email to ensure success, so be sure to check out your email campaign prior to distribution.
- Don’t hound your database
It’s one thing to utilise your database for personal gain, but bombard them with emails and you could end up seeing more unsubscribes than clickthroughs. Emails sent more often than once a week could be seen as spam, so take the time to perfect your emails and don’t hound your subscribers.
It may also be worth filtering your database so each email is only sent to the relevant consumers. Whilst a mass email to your entire database could be successful, you’re more likely to see a worthwhile profit by taking the time to distribute each message to a select group.
- Use your competitors
One of the best forms of research is to monitor your competitors. Find out exactly what they are and aren’t doing right. Take some aspects from their emails and utilise them in your own message to increase conversion rates.
However, make sure not to copy themes, styles and wording exactly. Look for your own opportunities to excel, offering your consumers something different from the tried and tested.
