Email campaigns are essential elements of any marketing strategy. They communicate and build relationships with customers, and help you to gather important data. To accomplish effective email campaigns, you must have awareness of your audience, the message, and avoid the common issue of simply sending out self-promotional messages. Below are a few tips to keep in mind when composing your next campaign.

Keep your target audience in mind

When writing a campaign make sure to keep your customers in mind; what content will most interest them? What will deliver them the most value? Being in tune to the desires and worries of your audience is the most effective way to create relevant and worthwhile campaigns which will be valuable for both you and your customers.

Compose a crystal clear subject line

This is the first text your customers will see of your email. You want this to be specific to what the email is about, give the recipient an incentive to open your email, create a sense of urgency and, ideally, be funny, cool, engaging, witty, enticing, etc.

Make it interesting, but keep it simple

Do something unpredictable, make the content slightly unconventional, the idea is to prompt reaction and engagement. Instead of using formal text, try communicating like you would to a friend, using simple terms, even if what you sell is complicated.

Drive them in store with an offer they can’t refuse

Give people a reason to open your email, with some sort of offer. A coupon is a great way to get interaction through your email campaign. If you can link the coupon to something posted on your website, Facebook page, or blog your engagement could be even higher. For example, a butcher might share a recipe and then offer a discount on the featured product. The customers get valuable, trusted information, as well as a reason to call or stop by.

Grab attention with an engaging image

A poorly-lit, pixelated image is not going to present your campaign in its best light, so grab a camera, try to find some natural light, and take an attractive image. Make sure it’s relevant to the campaign, and keep in mind that this is the main visual piece of your email – the part that most people will pay attention to!

Try to maintain a campaign schedule

Keeping to a schedule is a commitment, but it is one worth making, customers like to know when to look out for an email from you. If you go several months without sending a campaign, your subscribers may forget about you, and they’ll be more likely to delete the next email, or even mark it as spam. It’s best to make time to send your newsletters regularly – remember, you can schedule campaigns in advance if you find you have a few free moments to set up a few.