Broadcast online marketing blog

Did your email campaign not receive the results you expected? Did you chalk it up to “that’s just the way email works?” If so, you may not be considering the source of the issue. The success or failure of many email campaigns can be determined by several basic factors… all of which you can control.

1. The Offer

What are you giving to your reader when you send them your email? What do you expect back from them? Is your offer strong enough so that the recipient will give you what you want?

Put yourself in your recipients’ shoes. Would you act upon your offer? Is your offer unique? Sometimes a simple change to an offer can make a big difference. For example, free shipping almost always out-performs “save 5%” or even “save 10%” offers, even though shipping is usually less then 5% of the total cost of the order. But customers respond better to “free” then to “save”.

Sometimes an even more simple change can make the sale. Why offer 10% and be ordinary? Offer 11% off and be unique. People will pay attention to 11% off. It’s all about the offer.

2. The List

Even a great offer can flop if it’s sent to the wrong list. Your list can be your strongest or weakest asset in a campaign. How did you acquire your list members? Have they provided permission for you to email them?

A list of 500 people who have provided specific details about the sorts of offers they want will provide better results than a list of 1,000 random customers. Email marketing isn’t about “getting names;” it’s about sending offers and information to people who want that information and are prepared to act upon it.

You want to create as strong a list as possible. You want to understand as much about your list recipients as possible. Then personalize your message to your recipients. Learn what offers work, and continue to test and track your responses.

3. The Copy

The copy is the text in your message. Strong copy can lead to great email results. Weak copy can destroy everything… including a strong offer.

Focus your copy around your offer. Make it clear, to-the-point, and brief. The voice of your email should be as if you are communicating directly with the recipient. Make it personal and engaging. Don’t overdo it with awkward language, deceptive offers, or a hard sales pitch.

Most importantly, make sure the recipients have a way to act on your offer- preferably in several places. After all, getting them to take the action you desire will determine the success of your campaign.

4. The Design

Design can heavily impact your campaign results. Is the creative compelling and eye-pleasing? Does it match your company’s look and feel?

Strong design in an email allows your offer to be immediately visible while surrounded with engaging graphics and copy layout. It should move your eye to the most important parts of the message so the recipients take action on your offer. Graphics should be used to compliment the copy, and the overall design should not rely on the graphics, as they may not appear if recipients have images turned off. Make sure that the bulk of your offer is at the top of the message, where readers will see it in their preview pane.

Give attention to all 4 elements when creating your email campaign. If you fall short in any area, it could negatively impact the campaign, even when the other aspects are strong. When you have addressed each element strategically and successfully, then you should expect positive results. And remember, we’re always here to help.