Email marketing is an awesome opportunity to move new leads into becoming customers, and continue delighting them with your content and services. But often, the techniques and strategies of email marketing seem like a never-ending guessing game.
Email marketing has many benefits, one being that it’s inexpensive and has the potential to reach thousands of people. Software services are also available, such as Constant Contact and MailChimp, which can make the process easy and track your effectiveness.
Here are five tips to remove the guessing and make your email marketing a success.
1. Earn Your Contacts.
Avoid purchasing email lists. Instead, use inbound marketing techniques and provide content that addresses the needs of your target persona. Try using a landing page where readers can opt to receive your marketing emails. Be sure your emails are also optimized for mobile viewers, as many people check email on smartphones.
2. Carefully Create Content.
The content of the email will make or break your efforts. Keep the content short and concise to catch the attention of readers. It can be anything from a company newsletter announcing a sale or product, to a digest of a few products or resources that certain clients may find helpful. Be careful that your intended tone comes across in your content. You have no guarantee that your audience will read it in the same tone that you had in mind. For example, if you are somewhat sarcastic, it might instead seem abrasive or short.
3. Make the Subject Line Enticing.
No matter how awesome your content is, no one will see it unless the email is opened. Keep it short and sweet, yet punchy. What need are you addressing in your email? Give them a reason to open it. Avoid using words like “free” or “sale” because these can be marked as spam and get stuck in the junk mail folder.
4. Give Them a Next Step.
This can be to go to your website for more information, download a resource, purchase a product, connect to your social media, or encourage a response to a poll. Whatever the next step, make it clear. Calls-to-action will help you know if your email marketing is compelling enough and effective for your business.
5. Include an Unsubscribe Option.
This is very important. You don’t want to become an annoyance and lose a customer. Make unsubscribing a straightforward process, and allow for optional feedback.
And be patient. If your business is just starting its email marketing strategy, know that you may not see results immediately. A/B test the effectiveness of your emails and adjust to what works best to achieve your goals and appeal to your target audience.
We’d love to hear your thoughts. What tips and tricks do you have for improving email marketing? Or, as a consumer, what do you like or dislike when receiving marketing emails?