Email Marketing is one of the most cost effective ways to reach your audience. Many ESPs (email service provider) allow you to send bulk email blasts for pennies a send. With the right tracking put into place you can start to create profiles of your audience and start to hit the mailbox when they are most likely to open the emails.
When designing emails make sure you do two main things. First is create a compelling subject line. If you can’t intrigue your audience to open the email it doesn’t matter what the email looks like. Secondly make it clear what you are asking or marketing in the first 250 pixels of the message. In most cases you have be approved to send emails to a personal email inbox. Once you gain this trust you need to uphold your part of the bargain and provide appropriate content. Come up with a plan of when and what to send out using a calendar and let the recipients know of this.
The email effectiveness is only as good as the health of your email list. Make sure to check email stats as often as possible. Much like your website you can see what stories are working best and provide more content like that. With the continuation of mobile devices make sure your content is showing up appropriately and can be read on the smallest handheld devices.
Project Date: November 2012 – February 2015
Client: Meet Minneapolis
Project Link: minneapolis.org
- Grew email base fro 16,000 to 50,000 subscribers.
- Click through rate climbed from 2% up to 20% per send.
- Open rate increased from 11% up to 22%.
- Deliverability rate increased from 94% per email to 99.5%.