Measuring Success

What defines a successful email marketing campaign? Most people would answer with ‘a high return on investment’. While that answer isn’t necessarily incorrect, it’s more so incomplete. The end result is always going to be to make money, but what about acquiring new leads or achieving a low unsubscribe rate? Those are items that also determine whether or not your email marketing campaign has been successful. Achieving any of these successes is dependent on a few factors.

The art behind email marketing is finding the balance between reaching out and touching your customers enough that they know you’re out there, but not so much that they are tired of hearing from you. That balance is going to vary based on your market and the info that you are sending out.

Take a guess at how many email blasts you receive on a daily basis and now guess how many of those you actually read….the answer is the first number you guessed is going to be a lot higher than the second one. How can you make your email blast better than the one that hit that inbox before yours? Send info that your customers asked for! On your opt-in form on your website, see what you’re customers are interested in and then send them info on it, it’s simple. Another great way, always offer a promotion, people love discounts!

Now for some visuals, let’s keep content to a minimum that is of course unless you’re sending a newsletter. People are way too busy to read an entire page of something. Make your email brief and to the point, and then link it to your website. Include images to showcase your property or images that are relevant to your message. Use a font size and color to flow with your message, not stand out from it. And include clear calls-to-action to make it easy for your reader to find things.

These items combined are going to help you achieve new leads and keep your unsubscribe rate low, and of course bring in the money! Ok, to recap, don’t annoy your customers, keep your customers interested with relevant content, keep the message looking pretty, make them an offer they can’t refuse, and most importantly, keep them away from the dreaded unsubscribe link!