Email is one of the cheapest tools you can use to connect with your target market but it’s not without it’s pitfalls. The way we use email has drastically changed since it was first introduced and every email you send now is up against millions of spam messages flooding inboxes from around the world.
So how do you make your email marketing count? How do you get your email opened, read and heavens forbid, responded to? Read on McDuff!
It’s important to send your subscribers valuable and relevant content and have permission to email them (otherwise you’re treading into spam territory).
After that, these 7 key elements should send you on the way to email marketing success.
1. Nail your subject line
Your email could be giving away free gold bullion but if no one opens it, it’s irrelevant! Make your reader curious or state the email contents, but keep it under 10 words (so it’s not cut off). Look at your spam folder to see what not to do and take note of the emails you open to get some ideas.
2. Tell them who the email is from
You’ll find yourself with a much higher open rate if you take the time to fill out the “From” field on your email marketing. Whether it’s your business name or your own name, use a name that your audience will recognise.
3. Personalise the greeting
If you have been diligently building your email marketing database you should have names to go with each email address. Use that information to start your email with a personalised greeting … “Hi John,” will get you a lot further than “Dear Business Owner”.
4. Include a call to action
The call to action is the act of asking your reader to do something. Every piece of marketing should have one. Rather than assume your reader will automatically visit your website or call you to order, give them a little reminder.
5. Let them know where you got their email address
In many cases this will be through an opt-in or subscription process but it might be that you met at a business function and they gave you permission to send them emails. Keep the positive vibes going and include a brief reminder about how/where/why they gave you permission to contact them.
6. Provide a one-click opt out
You want people to love your emails. We all do! But you won’t please everyone all of the time and it’s important to give people an easy out. A one click unsubscribe is best and you have to respect their wishes on that one. Why not ask them why they are leaving as part of the unsubscribe process?
7. Measure, Analyse and Improve!
It’s worth noting that a very respectable open rate is between 20% and 40% and rates will vary depending on your industry, the time you send your email and the subject line. Try different subject lines, openers and call to actions to see how your market reacts, and play around with the time of day and day of the week to see how that affects your open rates. Most email marketing tools capture really good statistics and it’s worth keeping an eye on them as you change elements of your campaign.
So that’s my top 7 elements to a good email marketing campaign. Why not give them a try and let us know if you notice a difference! And remember, by always aiming to offer value to your customers then you’ve got a fabulous foundation to build on.
About our Guest Blogger
This article was written by guest blogger Belinda Weaver. Belinda is a copywriter that can inject some personality and action into your marketing, creating a message that really talks to people. The people you need to talk to. Only the right words work. it’s that simple. Check out Belinda’s copywriting services at www.copywritematters.com.au, join her on Facebook and follow her on Twitter.