Email Marketing

Elements of an Effective Email Marketing Campaign

List Segmentation

Email marketing is most effective when it is sent to a target audience. List segmentation can ensure the appropriate sections of your email list are receiving content that they actually care about! From there, you increase your chances of converting more people. No matter which stage of the buyers journey you’re looking to send at, our team can provide guidance on how to grow your subscriber list, as well as create strategies built to perform.

Responsive Design

We aim to make email marketing seamless for you and the end user. Similar to websites, email subscribers are likely to view on mobile devices. So, having a responsive email design is key! Whether through user-friendly, editable templates or custom-coded, HTML designs, our team works to ensure your emails look great in every form.

Subject Lines & Pretext

At the end of the day, the success of an email campaign comes down to the subject line and pretext. These two pieces of content reel subscribers in and urge them to click. The subject is a single line of text that people see in their inboxes when they receive your email. The pretext is a supporting line that further entices the subscriber to open the email!

Testing

Just like with digital advertising, there’s a bit of a learning phase when it comes to email marketing. It’s important to have an idea of what your subscribers will connect with from the start; however, as time goes on, our team will learn even more! We can test subject lines, pretext, special offers, send times, and more. Over time, we’ll take the knowledge we’ve accumulated and optimize your strategy so it performs at its best!

Tracking and Optimization

From open and bounce to click-through rates, we continuously track the results of your email campaigns. Every email gives us unique insight into what your audience responds to and where we can improve. Within 24 hours of an email send, we’re able to determine if it was a total success or if it’s time to try a different route.

Types of Emails to Send

Welcome Emails

Yay, someone new has joined your community! Whether it’s a new patient, customer, or email subscriber, a welcome email is a great way to say hello and stay top of mind. You can even go as far as to offer something special as incentive to sign up. Keeping reading to learn more about exclusive offers.

Newsletters

Brand awareness can play a huge role in email marketing. At your frequency of choice, you can stay in touch with subscribers using a general newsletter. This could include informational blogs, details of new service lines or products, employee highlights, and so much more.

Exclusive Offers

Give the people what they want – killer deals! You can offer promotions that only email subscribers are privy to. BOGO, a percentage off a future purchase, free consultations, and more can get people excited to subscribe and convert.

Drip Campaigns

Let us do all of the work upfront, so you can reap all of the benefits down the line. A drip campaign is a series of automated messages that encourage a subscriber to progress in some way. A drip campaign can be as simple as a countdown to an event or as complex as targeting audiences with segment-specific offers and information.

Email Marketing Metrics that Matter

Open Rate

This is the most common email marketing metric you’ll probably hear about. The open rate is the percentage of recipients who actually opened your email. This tells us if people were responsive to the subject line and pretext they saw.

Click-Through Rate

Taking it a step further than the open rate, the click-through rate (CTR) denotes the percentage of people who clicked on a link within your email. For example, if you included a snippet of a blog with a “Read More” call-to-action and someone clicks the button, they contribute to your CTR. This metric tells us that viewers interested in what you had to share.

Unsubscribes

This one is pretty self-explanatory. It’s important to watch how many people are unsubscribing from your emails after every send. If the number grows, it’s time to rethink your strategy and what value your messages are offering.

Bounce Rate

How low can you go? The lower your bounce rate, the better. A bounce rate is the percentage of emails that did not get through to the recipient. Soft bounces indicate an issue that can be fixed, like the inbox being full. A hard bounce is more severe and can indicate that the email doesn’t exist or the server receiving the email has blocked delivery.

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