Email marketing is an inexpensive means to obtain and retain customers who have already shown interest in your company’s products and services. Just like any other medium of marketing, there are secrets to a successful campaign.

Subject Line: Don’t Mislead Them

Simply getting a potential customer to open an email is not enough. While high open rates are exciting, they do not necessarily lead to an improved bottom line. If you bait-and-switch the user with a subject line that isn’t relevant to the content within the email, the viewer is less likely to respond, and your brand will be bruised. Be concise and gripping with the subject line, ensuring that the short preview before the user opens the email is letting them know exactly what you’re offering inside.

Content: Keep Your Focus

What are you trying to tell the recipient? Whether you are offering them a free trial, a discount, or detailing the benefits of your company’s products, make sure to keep the language simple and focused on your intentions. Straying away from this will cause customer confusion, and surely a drop in the mailing’s click-through rate.

Call-to-Action: Buttons, Buttons, Buttons

Since the dawn of time, humans have been enthralled with pressing buttons. This instinct isn’t lost in marketing. By using buttons as opposed to ordinary text hyperlinks, users will respond in greater numbers. To ensure the button is easily visible to the recipient, use bright colors (orange, red, etc.), with a large font and actionable text (i.e.: CLICK HERE).

Segments: Know the Recipient

With each customer account, companies tend to store more information than just the email address. They store attributes such as First Name, Last Name, City, State, Sex, and more. Make sure to use these to your advantage, whenever possible. Using this information allows you to create content that is specific to the user, thus creating a message they will more likely respond to.

Testing: Never Stop

Finally, avoid being complacent with your first attempt. Split the list of recipients into smaller segment sizes and try testing different elements of the email on each list. For example, split a recipient list into two segments and test two different subject lines on each segment. Now when you decide to send an email again, you’ll have a winning subject line for future tests. Try doing tests on subject lines, content, buttons, images, headlines, and anything else you can think of. Just make sure that you can identify a winning test from each element you are testing.