By Meghan Bardwell, marketing coordinator at Heinz Marketing

Email campaigns are important to growing your business. They’re a great and fairly cost-effective way to reach new customers while cultivating stronger relationships with your current customers. They also require a good amount of effort. From building a list to creating content to scheduling your send dates, sending just one email demands lots of time from you.

So, make sure you’re sending emails that actually work. Here are three simple ways to maximize the effectiveness of your emails:

1. Create a clear Call to Action (CTA)
Before you even start your email, think about why you’re sending one. Are you trying to get people to buy your product? Asking them to register for an event? What do you want your customers to DO after they’ve opened and read the email? When you figure out that out, present it in a short, clear phrase that your customer can quickly find and click on. You want to make it as easy as possible for them to act on your CTA.

2. Use relevant and concise content
You’ve figured out your CTA, and now it’s time to convince your customers to act. As you create the email content (copy, pictures, videos, etc.), here are some points that will help you fine-tune your message:

  • Make sure your content is relevant to your customers (age group, gender, interests, tech-savvy, etc.)
  • Keep copy short and to-the-point
  • Present the benefits of your product/service upfront (it’s not about how awesome your company is—it’s about how the customer will benefit)

3. Use a short, specific subject line
What’s the first part of your email that people see? The dreaded subject line. After all the work you’ve put into your email, you want people to open it, read it, and follow through on your CTA. That’s a lot of pressure for one line. But don’t worry; getting people to open your email isn’t brain surgery. Keep these points in mind when writing your next subject line:

  • Keep it short, between 40-50 characters
  • Be specific—Why should someone open your email?
  • Make sure the line directly relates to the content in your email (“tricking” someone into opening the email won’t give them incentive to act on your CTA)
  • Avoid words that will set off spam filters (such as Free!, 50% Off, Subscribe, Click Here, Amazing)