10 rules all successful email marketing campaigns follow

There is no doubt that we are living in the age of technology. People are more digitally accessible than ever and can be reached 24/7 through social media platforms and digital media channels, such as email. Email outreach can be useful when trying to grow a business, but only if done correctly. If done incorrectly, your emails can get mixed up with hundreds of other emails people are receiving, or worse, end up in the spam folder.

So why should you care about email marketing? When compared to social media sites like Facebook or Twitter, email marketing is 40 times more effective at acquiring new customers¹. 40 times. But crafting the perfect email that gets these new customers isn't as easy as it sounds. But no fear. We've compiled a list of the 10 most important rules that all successful marketing campaigns follow:

Rule 1: Develop an email marketing strategy

email marketing is not marketing without a strategy. Before you start writing your emails, ask yourself a few questions that will help guide your strategy. Some examples of questions are:

• Why am I sending this email?

• Who am I sending this email to?

• How often do I plan to send emails?

• What are my goals for this email?

If the answers to these questions deter you, you shouldn't send any emails until you have a better strategy.

Rule 2: Segment your email campaigns

Email segmentation is one of the most important aspects of your marketing strategy. Without it, you may end up sending your emails straight to the spam folder. Segmentation comes after you build a solid list of email subscribers. Segmenting your lists based on demographic data can tell you information about your leads such as their interests, needs and concerns that will be especially helpful as you begin to nurture them along the buyer's journey. Not convinced? Segmented email campaigns have a 14% higher open rate than non-segmented campaigns².

Rule 3: Catch them with a good hook

If your emails don't have an attractive subject line, chances are they won't be opened. Think about the subject line from emails you've opened recently. Incorporate some of the same techniques when creating your subject lines. Here are some tips to help:

• Keep it short

• Do not use all caps. You are not yelling at your customers.

• Get readers curious by asking a question.

• Enticing with an incentive or offer

• Use numbers

This is where you have the opportunity to let your creativity flow!

Rule 4: Add a personal touch

Personalization is everything in today's busy world. This can be done by adding targeted information in the body, by using your recipient's first name in the introduction and mentioning their industry or location. This is another aspect where demographic data is helpful, as it will give you different ways to personalize the email. Marketing automation also has many features that make personalization easy. For example, dynamic content play will let you use an email to appeal to different recipients.

Rule 5: Have a template ready

Your template will be the foundation of all your emails. When creating a template, make sure it includes:

• Your brand logo

• A caption

• A call to action

• Social media buttons

• Unsubscribe button

• Any and all links that are relevant! (ie your website, articles you write)

Rule 6: Create copy that is enticing

We mentioned how important it was to have a good subject line, but having a well-thought-out body is just as important. The headline will get your reader, but the body is what will keep them. Your email body should contain information that adds value to your reader's life. Before writing your email, take some time to think about what you want to say and how you want to say it. Outline the types of content you want to share with your customers, and why they would find it relevant without too much jargon. Keep your body short so that it entices your readers' eyes rather than dazzling them.

Rule 7: Content is king

The real power of your email is in the content. Use your segmented lists and marketing automation to send emails with targeted content to customers that it appeals to. It also adds another layer of personalization.

Rule 8: Don't forget to check your email

Be sure to check all aspects of your email before hitting send. You will not have a second chance to send the first email. Take the time to test all your links to make sure they work. If a customer clicks on a link to your website and it's broken, there's a chance they'll think the email has escaped spam and write you off. Additionally, since most people check emails on smart devices, it's important to know how your email will appear to mobile and desktop readers.

Rule 9: There is such a thing as "right time".

There is a right time and a wrong time when it comes to sending emails. Use analytics to determine when your customers are most responsive. This can also be done by testing the water and sending emails at different times and days. From there you will be able to set a schedule. Determine whether your emails will be sent on a daily, weekly or bi-weekly basis. But be careful not to flood your subscribers with emails—nothing will get them to unsubscribe faster.

Rule 10: Invest in marketing automation software

After you've developed a solid email marketing strategy, the next step in growing your business is to invest in marketing automation software. Marketing automation allows you to create personalized emails that can be automated and sent at specific times, such as when someone signs up for your newsletter or someone downloads premium content offers.

Marketing automation also gives you the ability to see how readers interact with the content you send. You can view click rates and open rates for any email to help you determine which aspects of your campaign are working and which aren't.