Lock Down Your Email Marketing

I am Bryan Caplan, CEO of BJC Branding, and I’m here to help you lock down your email marketing. You can have a beautiful custom email template, but that’s only one part of the equation. When you’re looking at a successful email marketing program, and specifically sending out email marketing campaigns that drive action, you want to consider several elements.

The Quality of Your List

First, we want to look at the quality of your list. When I speak at conferences, I get the question all the time: “Where should I buy my list?” Or “I got a list from this event or this expo that I went to. How should I use it?” You shouldn’t. Really, the best email addresses are the ones of people actually opting in to receive your information and your messaging. So you want to make sure that your list has integrity. People should be opting in on your website and through social media. You should be sending them the link in an email or have it in your signature for them to opt in. “Opt in” are the key words here. If they have opted in to receive your emails, then you have a better likelihood of converting them into a paying customer or client.

The Subject Line

I can go on for days about the subject line, but really you want to keep it five to seven words. You want to make sure that it’s driving action or piquing interest. Now one of the most important words in marketing is “you,” because when I send something to you, I want you to know that I’m thinking of you. This is all about what’s going to happen to you, not about me. I don’t want to write for me. I want to write for you. So by using “you” in the subject line, you increase the likelihood of getting opens and potentially clicks. Another tip is to use the word “video.” If you can pop in videos, like a BusinessTown video, into your emails, even better! You want to have “video” in the subject line because people love watching videos. That’s why YouTube is one of the top three sites.

The Call to Action

When people jump into your e-mail, you need to have a clear and consistent call to action. That can be an image, a button, a link—something telling them what to do. If you have gotten them to open the email, you better tell them where to go or what to do in order to make the most of this experience. It’s just like driving into a dead end and thinking, “I’ve got to turn around now, and here comes a five-point turn.” Same thing with email readers. Give them something to do with a clear call to action.

Have Only One to Three Links

Another element of a successful email campaign is only having one to three links. The more links you have in an email, the more options you give someone. And basically you’re creating analysis paralysis. Someone has to look at each link and figure out, “What’s going to happen if I click that?” Instead, if you only have one link, then you increase the possibility of click-through through the roof. If you have two, it decreases a little bit. Three, and you’re really starting to approach zero. And over four? That’s where you’re not going to have a high click-through because you gave them way too many options.

Use Images to Drive Click-Through

Finally, use buttons and images to drive higher click-through. Using buttons actually increases your likelihood of click-through by about 28 to 35 percent and images alone increase click-through rates by 200 percent. People are driven by images. We process them a lot faster than the written word. So if you show me a good image and tell me what to do, such as “Click here,” “Register now,” or “Buy now,” I’m going to do it. Because at the end of the day, I’m a consumer. I just need to know what to do and how to do it.