Consistency, repetition and scalability: Marketing success with minimum effort
Today, we read emails similar to the way many used to wake up and scan the morning paper. It’s as simple as turning on your phone, clicking a message symbol and scrolling through work updates to clothing ads and everything in between. So, how do you achieve marketing success with minimum effort?
Edtech companies can do well by focusing efforts on an email campaign strategy, but understanding your target audience before doing anything is a must. Creating a strategy that’s consistent, scalable and simple to mimic in the future is essential to your success and will keep readers happy. Here’s how you can make it happen with minimum effort:
1. Don’t bury the lead
No one is waiting for your email to arrive — higher education stakeholders have a lot of responsibilities and are sifting through messages regularly. The last thing you want is your email getting swiped to the archive or deleted altogether.
If you want the right person to open your email, be strategic with the subject line and headline. Use keywords that stand out to your audience. Have a call to action, and be precise. According to research by Marketo, the perfect subject line consists of seven words, based on email open rate engagement research. Not too short, and not too long.
2. Create a scannable copy
While there are plenty of people who will be reading your email word for word, soaking up and savoring every sentence to the last detail, there are others who will leave the page if the message is too long and bulky. Make your copy scannable and straightforward. To achieve this, be sure to stick to this format:
- A short introduction, two to three sentences at most.
- Bolded headlines to make certain keywords easier to identify.
- Bulleted lists that make copy simple to digest.
- A highlighted call to action near the end so readers know the main objective you want to get across.
According to the Atlantic, the perfect email is between 50 to 125 words, with research showing response rates of over 50% at this length.
3. Put together an email series
Getting someone to open your email and read it in its entirety is critical. If you want to avoid creating a long message that turns into a scroll and swipes away, break up your emails and send a series of messages instead. Strategically planned email blasts can get readers excited about what’s to come, especially if it’s in an easy-to-digest, scannable format.
4. Use tools that make repetition simple
Forced multipliers are your best friends when it comes to recreating content and utilizing strategies that have worked for you in the past. It takes the time and effort out of mimicking something from the past and doing it all from scratch. Using spreadsheets to collect and save information and data allows you to analyze potential issues that occurred in the past, understand the impact of the data, create a solution that works best for you and come to an outcome that leads to email campaign success in the future.
At Agile, we can help you gather the necessary data to create emails that your target audience looks forward to reading. With accurate information, we can cater to the wants and needs of your current districts and predict potential areas of information you can use to encourage new leads. Our services consist of database intelligence, data services, targeted outreach and multichannel optimization, which can all be utilized to perfect your email campaign strategy.