Email marketing works, we all know that. For every dollar spent on email marketing, the average company sees an ROI of 38%. Also, 66 percent of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association). Since it works so well, marketers spend a lot of time and resources to create good email campaigns that resonate well with their audience and elevates your brand experience. But what if you’re pressed for time and don’t have enough resources to deploy to this channel? After all, marketers are always pressed for time and resources.
Well, if you find yourself in that situation, you can use the step-by-step approach given below to create good emails campaigns in less time and budget.
1. Set smart goals
First thing’s first: before you start creating an email campaign, you must have a clear goal in mind — whether it’s to build the relationship with your subscribers or drive more purchases or to bring back churned customers. Too often, email marketers create emails without giving much thought to what they’re trying to achieve. Don’t make this mistake.
Without creating goals, you’ll constantly be in conflict with what to include and what not to include in your message. You’ll be required to spend more time and energy in creating emails and end up cramming them with too much content and untargeted offers.
Quick tip: Make sure your goals are not only specific but measurable too.
2. Decide on how often to send
When it comes to email marketing, the biggest challenge most marketers face is estimating the best frequency to send emails. If you send too many emails, people will unsubscribe. And if you send after a longer period of time then you risk brand recall.
So how to decide exactly how many to send?
Well, there are a couple of ways to determine that — you can use data to segment your engaged subscribers and you can send more number of emails to them, you can ask your subscribers to choose their preferred number for emails they would like to receive from you in a given time, or you can survey your subscribers. Whatever you do, keep your subscribers in mind and ensure that you send them an email when you have something to offer to them.
Quick tip: Keep experimenting with your send frequency until you arrive at the sweet spot.
3. Keep it short and simple
Marketers often spend hours, sometimes even days, crafting long emails; so that they don’t have to send multiple emails in a short time span. But they forget that long and detailed emails take more time to create as well as to consume. And people don’t have that much time to spend on an email.
Do you know 75% of Gmail’s 900 Mn users access their accounts via mobile devices? –TechCrunch. It’s tough for them to consume large emails on small screen devices.
Keep it brief and simple. Pick one goal per email and write a simple message that revolves around that goal only. This will help you stay focused and create engaging emails in less time.
Quick tip: No matter how cliche it sounds; simplicity rules. Your email should be short and clear so that it takes only a few moments to read and act on it.
4. Use templates
A well-designed email can elevate your subscriber’s engagement and up your click-through rates and sales too. That’s why so many talented email marketers still spend a lot of their time in the designing part. Well, creating one-off designs is great but it’s costly and time-consuming. The best way to save your time and money is to use pre-designed templates that can be personalized by adding few images and changing a bit of design.
Quick tip: Pick a set of templates according to your requirement, and reuse them.