With so many different digital marketing strategies you could pursue, it can be difficult to know which one works best for your company. Email marketing often gets overlooked because of the misconception emails are outdated. This is true to an extent, but a solid email marketing campaign still brings an incredible amount of value and can positively impact your bottom line. Here are the core elements that should be present in all of your email marketing content to yield successful results.

Know Your Target Audience

Spend as much time as you need researching your target audience. If you don’t have a specific target, then you’ll be aiming wildly and hoping something sticks. Observe interactions on social media and see how your competitors are connecting to your potential audience. See what works well for them and what unique twist you could incorporate into your strategy. You can even reach out to some of your potential customers and get some feedback as to what they want to see.

Understand Your Customers’ Needs And The Solutions You Offer

Good email marketing content will clearly understand what a customer needs and then offers solutions without sounding like a salesman. People want to make decisions on their own today and don’t want to be pushed into buying something. You know your product more than anyone and believe it’s the best solution for your customers, but they don’t know that. Explain to them that you understand their problems and then show them exactly why your product or service is the solution.

Use Appropriate Language In Every Email

You’ve spent a lot of time discovering your target audience. Now you have to speak their language in every email you send them. If your target audience is customers who are trying to train their dogs to do tricks, then you need to use a different tone than if your audience is a CEO who wants to boost their bottom line. A CEO wants to see statistics and solutions in a brief email. While a dog owner might want to see videos to understand the process of your product better.

Make Connections With Your Audience Through Engaging Content

Every email marketing campaign has to be focused on making connections with your audience. Creating engaging email marketing content is critical to hold your audience’s attention. It’s also one of the most time-consuming things to do. Many small businesses hire email marketing services to help create appropriate engaging content, so keep this option open for your company as well. You have to use a voice that speaks directly to consumers, create error-free content, and be consistent with your message at all times.

Optimize Your Emails For Mobile Viewing

One thing email marketing services can do for you is ensure every email you send is optimized for viewing on all devices. A large number of emails are viewed on mobile devices today, so if yours is difficult to read on a particular device, chances are it will be deleted without being read. Test your emails before sending them to your audience to ensure each one is as readable as possible.

Break Up Text With Images

Who likes to read an email with multiple paragraphs of text? The answer is very few people. While you might feel the need to get as much information in an email as possible, it can have a negative impact on your email marketing campaign. Instead, keep your emails brief and compelling enough to make the reader want to learn more by clicking the link embedded in your email. And if you have more than a couple of paragraphs of text, consider breaking it up a bit by incorporating images. Every email has to have the right amount of information, but it also has to be visually appealing for someone to even consider reading it.

Always Remember The Call-To-Action

The call-to-action is the single most important thing to remember in every email marketing campaign. Customers need to know what to do next after reading your email and studying your product or service. Too many business owners make the mistake of creating a stellar email, but neglect telling the customers what to do next. You can’t expect a reader to go out of their way to visit your website and make a purchase, so put a big and bold link in your email to make it easy for them.

Evaluate Key Metrics And Be Willing To Make Adjustments

Every email marketing campaign should have measurable goals. Otherwise, you won’t know how to tweak your strategy for the next campaign. Always refer to your sales and marketing funnel and understand which part of the funnel you want to focus on with a particular campaign. Sometimes your goal might be to simply drive visitors to your website. Other times you could be looking to increase conversions on a particular product. Creating and evaluating key metrics is essential, and you always have to be willing to adjust if a campaign doesn’t work how you expected it to.

Investing time in email marketing content is still well worth it. If you don’t have the time or expertise to create an effective email marketing strategy, then consider hiring email marketing services to do the dirty work for you. At iwebcontent, we have the tools and experience to help you create engaging content that will convert. We want to learn everything about your product, service, and company and will brainstorm ideas to help you reach your goals. Effective email marketing requires daily effort many business owners don’t have the time for, so contact us today to see how we can help your business thrive.