In 2010 Dave Chaffey of Smart Insights explained his CRITICAL factors for email marketing success. His “CRITCAL” factors were highlighted after a study was made on Virgin Atlantic to reveal what really matters in their email marketing campaign success.
As an email marketer, you need to desire, define and deliver the most important factors that guarantee your email marketing success. These factors help to ensure that your campaign choice is effective at delivering value to the target audience and at realizing the targeted ROI.
If your email marketing campaign is not going the way you want then it’s time to find out if you are actually observing the factors that are critical for its success. Apart from obvious email marketing mistakes, there are factors which can help you get more success with your email marketing.
To be specific, the following are explanation of the “CRITICAL” acronyms that Dave Chaffey used to describe factors necessary for email marketing success.
Conversation – Your email language must be conversational. A campaign which is dialogue will encourage engagement and social. When writing emails, ensure that you are prompting dialogue so that readers or the target audience will feel you are directly ‘talking’ to him/her.
Relevance – Your email must be tailored to the needs of the target audience. Creating a blanket message to everyone will not get the same effect as when targeted messages are directed to the right audience. The point here is that email marketing success is function of creating and sending mails that are targeted to the audience after researching the demographics.
Incentive – Your email must come with incentives that would encourage the recipients click, read and take actions on the mails. Incentives or offers must promote the ‘what’s in it for me’ factor. You must ensure that your email promotion comes with incentives such as FREE offers that would encourage the recipients to take action.
Timing – Your email campaign must be well-timed so that achieve a successful open rate. The best time of the day that the intended recipient would likely to open the mail must be deciphered. The timing is important to determine when best to push an email campaign that would yield result.
Integration – Your email campaign must be part of your larger marketing communication to become successful. Integrating email into other means of communication like blogging, social networking, advertising, etc. will go a long way to ensure reinforcement of communication options.
Creative and Copy – Your email structure, style and copy must be creative. The design must be in way that readily attracts and appeals to the audience. The number of hyperlinks and the position of the call-to-action should be creatively designed in a way that would make visitors click easily.
Attributes – Your email message must have the right attributes. These include the right headers, subject line, address, and format. The right attributes on your email would make for easy identification and response. You must ensure that the right attributes are in place so as to make your email marketing appealing!
Landing Page – Your email marketing must include a landing page. This is the page where recipients are taken to after they must have clicked to the links you presented in the mail. The landing page(s) must be designed in way that would facilitate easy call-to-action.
These are the CRITICAL factors that make for successful email marketing campaign, according to Dave Chaffey.
Now, over to you: What factors are CRITICAL to your email marketing campaign success?