Effective Marketing with Email: 10 Expert Tips
We all know this feeling: we received an odd email and immediately delete it. What’s to say your customers aren’t doing the same?
There’s plenty of reasons for their brash behaviour. Your email could look spammy or perhaps it’s too salesy.
This means your marketing needs some polishing. You want your subject lines to entice people to open your emails, not deter them. After they’ve opened it, you need to keep their attention with well-written copy and valuable information.
Sound too complicated? It’s not!
Keep reading for effective marketing techniques when it comes to crafting open-worthy emails.
1. Use Welcome Emails to Build Relationships
Welcome emails work the way they sound. They’re there to welcome the newcomer but also to confirm their subscription.
From there, you can let them know what to expect. Tell them who you are, what you do, and why your business exists.
You can also provide links to popular blog posts or best-selling products. This way, you’ll keep them with you longer, rather than them clicking to the next email.
2. Consider How Often to Contact Subscribers
Unfortunately, there’s no secret number for this. It’s by trial and error that you’ll find the right frequency.
Contact your subscribers too often and you’ll see a decrease in subscriptions. Too little contact leads to the same result.
To start, try sending one email a week. If you notice a rise in click-through rates, give them more by increasing the number to two a week.
For this to work, you need to pay attention to your statistics.
3. Make Subscribing Easy
Every company needs an email signup form. It’s the easiest way to communicate with customers, especially millennials. That said, make it easy for them to do so.
Have your signup form be somewhere easily accessible, like the homepage. Don’t make them search for it since chances are they’ll give up during the hunt.
4. Entice People to Sign Up
Offering an incentive is one way to get people to subscribe to your email list. Everyone loves free items, but it doesn’t have to be something tangible.
It could be a downloadable file, an ebook, or a free course. Whatever you offer, make it valuable. It should be something worth exchanging an email address for—as most people don’t give this away easily.
Don’t think this only has to be conducted online. At a trade show, for example, those who write down their email address will be entered to win a prize. Again, it should be of value and something people will want.
5. Capture Attention with Clever Subject Lines
Your emails will get ignored if your subject lines are boring. What about a boring title says, “open me?”
Instead, don’t be afraid to add a bit of personality into your emails. Use your business’ tone of voice to set you apart from the competition.
Draw attention to your emails by writing clever copy and an emoji or two. However, don’t go overboard with emojis. It’s easy to get carried away and it’ll end up looking childish, not professional.
Another tip for effective subject lines: keep it brief. When people check emails on their phone, sometimes the subject line will be cut off. If possible, seven words does the trick.
6. Optimise Emails for Mobile Viewing
Most of the time, people are opening emails while on the go. This means they’re more likely to check their inbox from a mobile device.
If your emails don’t show up correctly, that’s an easy way for them to get deleted. Make sure your emails are legible by optimizing them for smaller screens.
7. Encourage Replies
Stand out from the competition by ditching the common “noreply@” address. If someone has a question or comment, make it easy for them to reply.
This way, you open the lines of communication. By answering their question or taking in their feedback, you learn more about the people interested in your company.
It’s also a great way to engage subscribers. Getting people engaged with your brand creates loyalty and before you know it, they’re brand ambassadors, telling their friends and family about your business.
8. Create Exciting Content
It’s boring to open an email with walls of text. Who has time to sift through all that information?
Tell your story by incorporating images and video. Or, if you want to cut to the chase, leave a couple of links at the bottom and let them decide where your email takes them next.
Either way, your content needs to be engaging and exciting. Get creative and utilise gifs, interactive content, and even personalisation.
9. Always Test Emails Before Sending
Broken links, misspellings, and inaccurate personalisation are a few mistakes email marketers make. No one likes getting an email that’s meant for Emily when your name is Bob.
Before hitting send on any email, send one to yourself first. You’ll be able to make sure it arrives the way it should and everything it contains inside is functional.
You can also test emails to see which ones get better click-through rates. This ensures your emails are getting the attention they deserve.
10. Make Your Emails Skimmable
These days, we’re all busy. We don’t have time to give everything in our lives our full attention. That goes for emails.
So you keep your subscribers engaged, make sure your content is skimmable. Use big, legible fonts to clearly communicate your message effectively.
Bullet points, headers, and lists make content more digestible. Do this well, and you’ll see your engagement metrics increase.
Effective Marketing for Email Done Right
Don’t think emails are worth the time and effort? Think again.
Done right, emails prove to be an effective marketing tool. Use it to gain more customers or bring more awareness to your brand. Stick with the tips above and you’ll start seeing results.
Ready to start your email strategy? Contact us today!