Email marketing campaigns are an affordable way to reach a massive target audience. A successful campaign enhances your company’s profile, attracts new customers, and sustains connections with your existing customer base. Here are some key things that you need to do to drive an effective email outreach initiative.

Include Savings Opportunities

Offering new customers an opportunity to save money on a purchase can generate site traffic and sales. You can extend offers that are exclusive to new customers, but don’t forget about doing something for your current customers as well. People don’t like to be excluded from opportunities simply because you’ve already won their business. Your loyal customer base wants to see savings offers in your emails on a regular basis. If you don’t send enough offers, then they may start to feel as though being on your email list doesn’t have any substantive benefits and just clutters their inbox.

Incentivize Referrals

Your current customer base can be an excellent resource for business referrals. Consider an email campaign that offers people a credit or discount if they can generate referrals. By utilizing net promoter score data, you can gear your messages towards the customers who would be most likely to recommend your business.

Make It Personal

You have to get people’s attention by engaging them rather than just casting a net hoping to engage everyone. Use people’s names, consider referencing something happening in their geographic area, and talk about subjects of interest that are relevant to their demographic.

Use Compelling Subject Headings

Everyone knows from personal experience that a promotional email probably has to win you over in the subject line to get you to open it. This is particularly true of the promotional marketing messages that are a regular fixture in your inbox. If the message sender can’t capture your attention with the subject line when you’re checking your inbox, you may very well just send it straight to your trash without opening it.

Make your subject lines catchy and creative, but be sure that they accurately reflect the content of a message. Avoid all caps because that makes customers perceive your message to be shouting at them. Moreover, it looks a little desperate. Capitalizing every word in a message doesn’t appear very professional or articulate. This isn’t to say that you can’t use any capitalized words at all, but try to limit it to just a couple. Likewise, avoid excessive emojis. Promotional materials that contain a visually displeasing amount of emojis are likely to get written off as span or even potentially harmful phishing.

Your subject lines should be succinct, bold, and professional. Getting this part of your emails right lays the groundwork for everything else that you’re trying to accomplish with communication.

Stay Relevant

If you flood people’s inboxes with information that isn’t relevant to them, they might just kick you out of their inboxes. When being on an email list results in a continual bombardment of emails, people may feel understandably put upon and opt to unsubscribe. To reduce the odds of getting booted, try to avoid sending an excessive number of messages that don’t have anything substantive to say. Try to use more than one form email for general engagement purposes. You can use metrics about people’s shopping and order history to send them messages that appear unique to their specific interests.

Good communication with prospective and current customers is vital to business relationship management. In the context of email marketing campaigns, managers have to focus on quality over quantity. They should continually refine and optimize outreach efforts by using key data about messages’ performance. An informed analysis about what messages prompt site traffic and sales will enable companies to craft constructive messages.