Email marketing is a great way to talk to your customers and tell them what you have got going on in your business. You can build your relationship by speaking directly to them, through their inbox, at a time that is convenient for them.
But, it is important to understand that users receive many emails each day demanding part of their attention. So, you need to do something special if you want your emails to be opened, valued, and engaged with.
1. People-first marketing
Write your email content as if you are communicating with real people. In fact, you are communicating with real people. By subscribing, your customers have asked to hear more about your business, and this is your opportunity to share valuable insights.
They want to know more about your brand, or you wouldn't have permission to email them in the first place. So, stop thinking about email marketing and consider your emails a way of talking to your customers or readers.
2. Don’t spam, opt-in
Sending emails to someone without their permission is not okay. Violations can cost you your subscribers, access to your email marketing platform, and some serious money.
3. Calls to action
To support email campaign messages, stick to a single call to action. You are already competing for your customers’ attention, don’t make it difficult for them to figure out what to do with your email. One button is less confusing for your audience, and they won’t get distracted reading too much content that requires looking at lots of clickable links.
4. Keep subject lines simple
Clear, direct subject lines can be more successful than clever ones when it comes to converting your customer. You can do an A and B test to see which subject creates more conversions. Also, test your subject lines for common spam words to keep them from getting lost in your recipient's inbox.
5. Be useful and helpful
Not all of your emails should sell something. You can share ways to use their recent purchase or get started using your services. Inspire your customer with genuine testimonials or endorsements from those who have had success using your products or services.
6. Use email marketing service provider
There are multiple options out there at every size and price point for your business. Choosing one won't be easy. Whichever service you choose, keep backups of your distribution lists in case you outgrow.
7. Be realistic with your goals
Average open rates for email marketing campaigns range between about 15% and 25% which means that about 75% of your subscribers are ignoring your emails. But that's the reality of the very competitive digital universe. Set goals that are SMART and based on the data you’ve collected over previous campaigns.
8. Get individual
Write your email content as if it is going to one person. If you have successfully developed your customer personas, you know your customers well. No matter who you are talking to, empathize with their situation and explain how your services can solve their problem.
9. Know the best time to send your email
The day and time of your email distribution matters when it comes to your click-thru-rate and email opens. If it is something you want your audience to take action on, it needs to be sent early in the day.
10. Get inspired by the best
Subscribe to other email lists. Look at what your competitors are doing and those outside your industry who really understand how to speak to their customers using email marketing. What are they doing well? Get motivated and modify the ideas to better match your business.
