Email marketing is still one of the most effective marketing strategies for building your brand and increasing sales. Whether you are a business wanting to generate hype for your brand and get more leads and followers or to promote a new product, there are certain things you must include in your email marketing campaigns.
Did you ever wonder why some people can get great results with email marketing while others get just a few responses? Perhaps one of these factors is not present that is needed to catch and keep the interest of potential clients and subscribers.
Let’s take a look at seven things that you should make sure you put in every email marketing campaign.
1. A Compelling Title
Just like the title of a book, a marketing email needs a title that will make people stop and take notice. Why? Because people receive up to 40 business emails a day and 90 total emails. And that’s just for “regular” folks! Can you imagine what it’s like for public figures or well-known celebrities?
Since you know people are receiving so many emails, you are going to have to come up with a title that motivates them. For example, instead of “Sale at Penney’s,” try something like “Click for 50% savings.” The latter is more likely to motivate the reader to open it because they know they are potentially going to save 50% off on a product. Think of other compelling email openers and brainstorm ideas before placing that title in the subject line. Don’t look sales-driven. Look like you are doing something for your customer.
2. Consider the purpose
Before you even insert the title in the subject line or start writing your marketing emails, you need to know the purpose of it. If you are writing to sell, start with a friendly tone and lead up to the sale showing how it will improve their lives in some way. List eye-catching features and include a picture or video to illustrate it. Make sure and include a call to action so that readers will know what you want them to do.
3. Use personalized headings
When you write your emails, don’t sound too formal. Don’t say, “Dear Sir or Maam,” say, Dear Katrina or Joe (do some research and find out the name of the person you are sending it to on your email list). Yes, this means putting in a bit more work on the back end, but it will be worth it. People love hearing their names, and they are more likely to respond warmly when you address an email to them personally.
4. Send two versions of the email
If you’ve never heard of split A/B testing, it’s time you looked into this important technique. It’s like a scientific experiment you can do on your emails (or websites) to see which one works the best with your customers. What you are looking for is the level of customer engagement. Which one results in the most clicks? Why did that one appeal to your audience more than the other option? Use metrics analysis to determine the activity level of both forms. What you are aiming for is positive UX (user experience) but this may also include the format (UI) you sent it in and what you included.
5. Easy Unsubscribe
Make sure you have a way to allow readers to unsubscribe. It’s the law, and it’s necessary to avoid bothering people who don’t want to receive your mailings. It also helps you to clean up your mailing list so that only the people who want to receive your mailings receive them. You can focus on the ones who do.
6. Have a great logo
Just like your domain name, business name, and website, your logo speaks for your brand. It says volumes about the personality of your brand, what it stands for, and what you want people to think about your brand. If you do not yet have a professional logo, you need to get one designed for you by the professional logo designers at sites like LogoMyWay, 99Designs or even premium Fiverr freelancers. You’ll be able to hire a freelance logo designer for a reasonable fee and get your brand out there in style.
7. Mobile-friendly Compatibility
There is no way around the need to appeal to your mobile customers. You also need to make sure your emails can easily be read in most mobile devices. You need to test your email in your mobile device and use tools online to see how your websites, blogs, and emails will look to mobile customers. Remember soon, mobile users will be the majority of your clientele. By 2020, over 4.78 billion users will be on mobile! And that’s too big of an audience to cut out.
Making a good first impression is a one-shot affair. If people don’t like your subject line, they are annoyed by your emails, or generally don’t like your brand, and they will unsubscribe fast. Think like the user and consider what you would like to see in your inbox. Saving money, saving time, and improving someone’s life are three pillars that you can stick to when sending email marketing messages. How is your email going to make their life better, or is it a waste of time?
You should be analytical about your content and evaluate the results you get carefully so that you don’t keep repeating the same mistakes. Also, experiment with different approaches until you find what works.
Get their attention. Keep their attention. Include a compelling call to action. And get them to act on it.
Use remarketing and retargeting, also to target those people who might be slipping through the cracks otherwise. Offer something they cannot refuse.
Be that shiny object they cannot live without. Put your logo at the top of your emails. Show them what it means to shine.
Think like Apple. “Think different.”
You’ll love the results.