Email marketing is one of the best tools any marketer can use to improve the bottom line, strengthen your brand, test product or service ideas… the list is extensive. It sounds simple enough but in reality takes a lot of work to master. It isn’t just about blasting all your contacts with your latest specials. If you don’t get it right you could be seen as annoying. Here are some key points to help you get more out of your email marketing.
Stage 1. Get your email opened.
From name and from email. Avoid using Customer Service, Admin, Info, Support, in the name label or in the email address itself. Firstly these labels don’t inspire excitement and the goal is to get the email opened. Secondly it is a signal to gmail to take your email out of the primary tab and put it into the promotions tab.
Subject line. It is the most important part. If you have trust and respect, the subject line is what gets your email opened. It is important to be relevant, succinct and remarkable. Perfect subject line execution is a big topic and not delved into here though consider these examples for a campaign asking customers to keep details current:
- Update your details
- Steve, where are you?
I know which one I would open and I’m not even called Steve.
Stage 2. Engage email marketing success!
Images – Instagram, Flickr, Pinterest, Youtube, Facebook. They have helped to shape our expectations for visually stunning images. Unleash your branding! Use images to compliment your copy, make sure they have alt tags so in instances where images are not displayed you still have a message presented by your email program.
Content – Once you’ve convinced your readers to open your email, you need to keep them coming back for more with great content. Try to focus on a single message. Try not to have “buy, buy, buy!” be the focus of every email you send or you will lose your readers. Teach, inform, update and encourage dialogue.
Call-to-action – Define a purpose for your email. Create Call-to-Actions that encourage your email list to fulfill this purpose with a click, call, download, view or even reply. Use buttons that stand out.
There you have it, a brief look at how you can get more out of your email marketing. If you are using email marketing what challenges and successes are you having?