Reaching out to consumers by email is effective, but there can be a lot of dos and don'ts if you want to get the maximum exposure and the best possible response rate from your CPG email marketing campaign. Here are some best practices for email marketing campaigns, particularly those within CPG marketing, that will help you get the results you are looking for.
1. Don't use a "no reply" email address to send your emails.
While it may take some time to deal with replies to your often automated emails, using a no-reply email can violate spam rules for some ISPs and also sends a message that customers are not as valued as your brand might claim.
2. Personalize your emails.
Most automated programs will have a feature to personalize your emails so that they don't look generic ("Dear sir or madam"). Emails with each recipient's name attached are more likely to be opened and viewed more positively than generic ones.
3. Include an email signature.
Just like your emails should be addressed to specific recipients' names, they should also be signed by a specific person in the company. Even a simple email signature like "Jess at Calendly" will be more attractive than just the company name or no signature at all.
4. Format for easy reading.
This includes things like keeping your email width to about 1600 pixels so that it can be read without scrolling horizontally and limiting the number of different typefaces used to no more than three. You should also make good use of white space and use bullet points, boldface, and other features that make reading easier. Consumers quickly tire of having to work too hard to get your message and will stop opening your emails if they are hard on the eyes.
5. Give incentives for opening.
Offering free shipping or a discount for opening an email can increase your open rate by up to 50% and should also increase sales at the same time by encouraging a purchase. Everyone likes a discount or a bargain, so incentives are a highly effective tool for email marketing campaigns.
6. Keep subject lines short and urgent.
Most email services cut off subject lines at 30 to 50 characters, so it's useless to make yours longer than that because they won't be seen. Additionally, the subject line should convey an urgent need to read the email to encourage opening right away.
7. Make emails consistent with your landing page.
Having consistent language and appearance between your landing page and your email campaigns will encourage consumer confidence and make your marketing campaign seem more professional. Consistency of messaging is important for email success and will increase your overall response rate.
Your email marketing is an important part of an overall CPG marketing strategy, and following these guidelines will maximize the success of your email marketing campaigns so that your ROI is as high as possible.
Hangar12 wants to help your CPG brand formulate an optimal marketing campaign that will drive sales and improve its bottom line. Ready to learn more about email marketing? Fill out the form below to download our free "Roadmap for Creating an Effective CPG Marketing Email Campaign."
Download the Roadmap for Creating an Effective CPG Marketing Email Campaign here.