E-mail Marketing.
What should you pay attention to when preparing for a Mailing?
Email marketing is one of the most effective product promotion tools and a classic retargeting channel. In the fight for the recipient's attention, or rather, in the hope of a future customer, many people start writing clickbait headlines, inventing non-existent promotions, stimulating with fake offers. And although the chances of your message being ignored are quite high, you should not use such cheap and ineffective tricks.
The success and effectiveness of a mailing depends on its preparation. If the open rate of the emails sent out is less than 15-25%, the click-through rate is low and the unsubscribe rate is off the charts, you urgently need to change the content of the email and the mailing principles in general. What should the letter contain? How should it be written? What should be done with the mailing list?
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Email addresses
If you're just starting out in business - as a salesperson, retailer or drop shipper - you often don't have enough addresses to send out. What can you do to expand your base of potential customers? You can create a landing page or subscription form on your website that invites visitors to join your mailing list for discounts or exclusive information.
Theme
First seconds and first impressions. We decide whether or not to open an email with a quick glance at the subject line. The subject line should be attractive, clear and concise. You can keep it intriguing to motivate the recipient to open the email. Choose keywords and experiment to grab the attention of your target audience. The subject line is often one of the first parameters when A/B testing a mailing.
Content of the letter
The body of the letter should be informative, catchy, simple and easy to understand. The heading should complement the content of the letter, you should not be tricky and disappoint the recipient. Write clearly, concisely and briefly. Break up the text into paragraphs and use bulleted lists to make it easier to read. Infographics and videos can be useful to 'break up' the text. Include links to additional information in your email so you can track clicks and conversions.
Personalisation and segmentation
Use personalisation in your emails by addressing the recipient by name. This creates a stronger connection and increases the chances of the email being opened. Segment your mailing base based on recipients' interests, preferences and demographics. Relevant and personalised emails have a high open rate.
Active links and calls to action
Including active links and clear calls-to-action (CTAs) is a key element of a successful newsletter. Make sure the links in the email stand out and attract attention. Clear CTAs should motivate the recipient to place an order, buy a product or click on a link.
Legal compliance
When using email marketing, it is important to comply with data protection legislation. Users must give their consent to receive newsletters and be able to unsubscribe easily.
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Metrics and analysis
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To measure the effectiveness of your newsletter, look at the following metrics
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Message open rate: shows how many recipients opened your email. A high open rate indicates the attractiveness of your headline and subject line.
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Click-through rate: shows how many recipients clicked on links in your email. A high click-through rate indicates that your audience is interested in what you have to offer.
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Average number of clicks: allows you to estimate how many clicks were made by each recipient. This metric helps you understand how well your email is driving action.
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Unsubscribes: reflects the number of recipients who unsubscribe from your newsletter. A high unsubscribe rate can indicate problems with content quality or newsletter frequency.
Halla Systems Co. Ltd and dropshipper
Analysing performance metrics allows you to track results and make adjustments to your mailing strategy. In a competitive market, every element is important. By following the recommendations in this article, you can improve the results of your email marketing campaign. Halla Systems helps our dropshipper partners prepare and execute promotional mailings. To improve their effectiveness, we analyse metrics such as message open rate and clickability, track interim results, and develop systems for evaluating and monitoring effectiveness.