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When email marketing is done right, it’s an incredibly powerful sales tool. Once you have your email marketing software set up, a healthy list, and a solid email marketing strategy in place, you’ll be able to send effective, effortless emails in just a few clicks (and get new clients signing up in no time). 

The key thing to remember when you’re running an email campaign is to always keep the end goal in mind: driving people back onto your website by enticing readers to take that desired action. 

No matter what your goal is (getting readers to visit your website, sign up for a course, or buy a one-on-one session), email marketing is a great way to build rapport with your audience, generate leads, and close deals. But there are dos and don’ts that you need to know before diving in so you can avoid some of the common email marketing mistakes many business owners make.

For some businesses, a lot of their emails either sit unopened for months (or even years) in a potential client’s inbox, or they get sent straight to the trash folder without a second thought. 

So how do you avoid your emails being trashed and run a successful email marketing campaign instead? 

Today we’re going to show you how. 

How to Run a Successful Email Marketing Campaign

Running a successful email marketing campaign doesn’t happen overnight (unfortunately) – but there are some definite dos and don’ts that will help you along the way.

Ready to boost your email marketing game with some impressive hacks and tips? We have a list of what should go into emails, yet also includes exactly why it shouldn’t. Let’s get started!

  1. Write a relevant & attractive subject line

When it comes to crafting the perfect subject line for your email, the best thing to do is keep it short, make it catchy, and personalize it. Subject lines that have a bit of personalization are 16% more likely to be opened than those that don’t. 

One of the golden rules of email marketing is to never bait users with false information, as this will badly affect any trust your audience has built with you. 69% of people report emails as spam because of the subject line, so be sure to only include truthful information when writing yours. 

People love emojis, and they’re a great addition to any subject line. They can immediately brighten up your email and make it more attractive, plus using emojis in your subject line can boost open rates by 45%! 😁😤👍💜

  1. Include preheader text

Preheader text is just as important as the main content in your email. It’s a summary of what you’re going to be talking about, and it’s the text that follows the subject line when the email is viewed in your reader’s inbox.

Your open rates can increase by 30% if you use preheader text for your email campaigns, so make sure to include some short preheader text with a catchy headline.

  1. Use a sender name that matches your email

When signing your emails or newsletters, always make sure that the ‘from’ name is similar or matches the email address it was sent from. 

Don’t use no-reply email addresses for your campaigns, as these emails will get a low response rate or no response at all from readers. 42% of people will always check out the sender’s name when deciding whether or not they want to open the email.

  1. Segment your emails for better open rates

Segmenting your emails and choosing the right target audiences for specific campaigns will help you improve your:

  • Open rates by 39%
  • Revenue by 24%
  • Lead generation by 34%
  • Transactions by 18%
  • Deliverability by 24%

You can segment your email list by:

  • Date
  • Interest
  • Gender
  • Activity 

Don’t send every email to every potential client. This will just come off as spammy and slightly annoying. You might think you’re doing yourself a favor and reaching as many people as possible, but you could end up losing more clients than gaining them. 

  1. Don’t forget to add a bit of personalization

Adding a little bit of personalization to your emails can be the difference between a potential customer converting and closing your email. 

It doesn’t have to be anything fancy, just using their first name and ensuring that all their information is accurate is enough to improve the open rate of your email campaign. 

  1. Be sure to include a call to action (but just one!)

There’s no point in crafting an unbelievably fantastic email for your readers without including a call to action. Using actionable words like ‘download now’ or ‘book today’ will prompt your clients to take the desired action and convert. 

Avoid making your CTAs too wordy as this might confuse your reader. You should also only ever use one CTA, and by this, we mean your email should have one goal. 

If it’s to sign up for your coaching services, that should be the only CTA in your email. Don’t highlight your book or course as well. This will give your audience too many options, and they might decide to just close the email instead.

  1. Spice up your email with some impressive imagery

Emails with less text and more images get a higher click-through rate (CTR) than just text. 

65% of readers prefer emails with mostly images over emails filled with text, so consider adding some images, graphs, emojis, and maybe even a tasteful meme or two to your email. 

Don’t make the images too large, as you might run into deliverability issues.

  1. Timing is everything

There’s no point in sending an email out to your potential clients if they’re not going to see it. Timing is everything when it comes to creating a successful email marketing campaign for your coaching business. 

61% of people are more likely to open emails between 8 pm and midnight, but you can run test campaigns to see when the perfect time to email your potential clients would be. 

Experiment with different times during different days of the week but don’t continuously send emails at inconsistent times as this won’t get you the attention you need.

  1. Everything has to be mobile responsive 

42% of emails are opened on cell phones or tablets. This means your email campaigns must be optimized for mobile use. 

Always test your emails across various browsers and devices. Don’t include large downloadables in your emails, as this can jam mobile devices and cause issues for your reader. 

Need some help figuring out the best way to write your next email marketing campaign? Want to create an email series that actually converts and gets you more leads for your coaching business? We can help!

At Emtwo, we help businesses just like yours craft the perfect online presence and succeed online through proven marketing strategies and glorious content. 

If you’re ready to create the right branding for your company then get in contact with our team today!

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