Email marketing is one of the most productive strategies to generate leads and drive sales. But, an average internet user gets about 88 emails per day. That’s a lot of emails to go through in a day. Overwhelmed recipients can resort to unsubscribing from your email if the content is not relevant and engaging, or the mailing frequency is too high. That’s the last thing you want after spending hours in creating comprehensive mailing lists and crafting attractive mailers.
Our email marketing experts have compiled a handy list of tips after intense research on common email marketing mistakes and myths. This checklist will help you create emails that are opened, clicked, read and enjoyed by one and all:
- How to make people eagerly anticipate your emails?
Do you look forward to a mail from your friend or from a company that sends impersonal, uninteresting mass mailers to its subscribers? The answer is a no-brainer. So, for people to look forward to your emails, keep things personal. Follow the tips below:
· Don’t flood inboxes: Send emails only when you have something important or particularly interesting to convey. If your mailing frequency is too high, you’ll be the first to land on the chopping block when users decide to streamline their inboxes. Have a content calendar just like for blogs and social media posts.
· Create trust: Give recipients an option to unsubscribe from the mailing list. Use an actual return address and sender’s name instead of an automated response. Be upfront about what people should expect if they subscribe to your newsletter.
· Reward them for reading: Give helpful resources, tips, and information to readers. Prime people and make them sale –ready. Understand each reader’s journey with your brand and provide with relevant content.
- How to make them open your emails?
Once you have understood your readers and their expectations, you need to make your emails stand out in their inbox.
· Use catchy subject lines: Seductive subject lines either pique curiosity, promise to address a burning issue, use numbered list, point out common mistakes, or offer free shareable resources. Be adventurous in creating clickbait subject lines. Though don't overuse them.
· Keep subject lines short: Personalize subject line by using recipient’s name, power words and apt messages (Dear Jan, grab these ten resources you can share with your students…). Write different subject lines for different segments of recipients.
- How to create engaging emails?
If you get people to open your email, that’s just part of the battle won. It takes just nanoseconds for people to decide if they want to read a mail until the end and you may follow certain thumb rules to write engaging emails.
· Keep it short: Write short emails. Use white space and bullet or formatting to bring attention to valuable items. Use responsive design so your emails can render well on all screen sizes.
· Make content interesting: Talk as if addressing a friend. Refer to a common acquaintance to build trust. Ask pointed questions about their area of interest. Use first and second person to avoid sounding robotic. Use natural language expressions.
· Use stories and rich media: Use high-definition images, embed videos or start with testimonials from other satisfied subscribers.
· Encourage two-way communication: Provide a real phone number or return email address where readers can contact if they have questions about your email's content.
- How to sell through your emails?
We understand that converting readers into subscribers and buyers is the ultimate aim of your email, but nobody likes being pushed or sold to. Don’t clutter your mail with advertisements. Be helpful instead. Once, your readers feel your content is useful, conversions will happen naturally.
· Nurture leads before pitching: First, cultivate a trust relationship with your subscribers and then pitch your product or services.
· Have a prominent CTA: A good CTA is prominent, clear in its wording, and has actionable words (download, share, subscribe, etc.).
· Embed multiple clickable links: Place many links to your website, offer, or sales department within your mail content to encourage them to click and convert.
Each subscriber is a vote of confidence in your brand. You’ll have to prove your worth, week after week, to your subscribers to retain and convert them. We have been helping businesses increase conversions with their email newsletters. Give Results Driven Marketing a call at 215-393-8700 if you would like to engage your audiences and better your ROI from email marketing.