In our previous article on creating a strong email campaign, we went over some strategies to craft enticing subject lines and engaging email content. While these pieces of content are the core elements of an email campaign, they can go much further if you supplement them with a few additional techniques. From email tracking to calls to action and brand consistency, below we’ll discuss how you can fine-tune your email campaign to maximize its engagement and conversion.
You should be tracking as much information about your campaign as you can, and a great place to start is pixel tracking. Pixel tracking allows you to see if someone has opened an email or not, and if they have, it lets you know how long they were on the page. This is done by using a small pixel hidden in the email that tracks if it is viewed. You can use this tool to track how many people are using a discount code or to determine which of your email headers and content has the best results when it comes to opening and read through.
Calls to Action
Crafting the Call
One important part of any effective email campaign is having a call to action—a place where you ask your customers to take a specific step as the result of your email campaign. This might be as simple as having them visit your online store, buy a ticket for an event, take a survey, or anything that you hold as a goal. Ask yourself, “What do I want the readers to do?” and use this to craft a response. Keep it simple and brief with actions like “Shop Now”, “Purchase Here”, “Donate Here”, or “Please Take Our Survey”.
Building a Landing Page
If you are looking to do something unique, consider crafting a landing page that takes your customers directly to a unique page on a website. There, you can have unique content crafted specifically for the purpose of your email campaign. For example, you can create a survey landing page that directs anyone with positive results to a link where they can leave a review. On the other hand, if you do not want to use a landing page, you can use something like a specific discount code that can be tracked. The more the sense of urgency you create, the more effective your campaign can be.
Keeping it Simple
Your emails should also have brand consistency, which is where graphic design can play a huge role. Make sure that your email templates make use of your brand’s colors, fonts, and overall visual style. If you want to include infographics, make sure they adhere to your brand’s design aesthetic as well. You want to make sure that you do not have differing colors or bizarre logos that do not fit the spirit of your company.
Using the Fundamentals
Don’t forget to consider fundamental design principles as well. You want to make sure that your emails present information efficiently and in a pleasing manner, visually guiding your customers from the header to the content and finally to the call to action. You can also use stock images in the email as long as you make sure they also fit your brand guidelines for maximum effectiveness.