In the last few years, email marketing has emerged as one of the most effective and efficient ways to communicate with potential customers. Studies show that a company can lose as much as 70% of its customer base to email marketing competitors.
If you’re looking to grow your audience and be successful with email marketing, here are 10 tips for you to follow.
1. Personalise the Subject Line
You’ve probably seen hundreds of emails with bland, generic subject lines like “New Product Announcement” or “Product Review”. While these types of emails are still popular, they’re starting to lose their effectiveness.
To stand out in your customers’ inboxes, give each email newsletter a unique and interesting subject line. Craft these lines with your customers in mind, and you’ll gain the interest of your audience. Include a call-to-action (CTA) in your subject line to clearly and concisely state what you want your reader to do.
An effective example of a unique and interesting subject line is: “How to make the most of your hot tub this summer”. This line draws the audience’s attention and encourages them to open the email and click on the link included in the subject line.
2. Include Actual Content
There’s nothing worse than getting stuck in an endless loop of marketing emails with nothing but affiliate marketing links and discount offers.
To gain trust and credibility with your audience, start each email with a short but engaging intro and end with a call to action. Use paragraphs and sub-heads to structure your content and use bullet points to make ideas easy to digest.
For example, after reading about the importance of having a good website in Tip #1, you may decide to follow up with an email educating your audience about what a website is and how to create one.
Then, you can continue with a short call to action at the end of the email, asking your readers to take a specific action (like subscribe to your blog or follow you on social media)
3. Customise the Signature
The signature is the name or handle of the sender for an email. Your signature will give your emails credibility because it is associated with your brand. Make sure to include the correct spelling of your signature, as well as the names of the companies you’ve worked for.
The best way to make your signature stand out is to include other elements from your branding, such as a symbol or emblem. This way, when your customers and potential customers see your signature, they’ll associate it with your brand and think of your offerings when they need help.
4. Personalise the Header Image
The header of an email is the part of the email that displays at the top, including the letterhead, the email’s subject and the timestamp. To give your emails a polished and professional look, personalise the header with a nice photo of yourself or one of your team.
This photo will then be displayed alongside your name, the company your work for and the article you’re submitting. Don’t forget to crop out the face of the person in the photo so that it fits the format of your email’s content.
An example of a beautifully crafted header is the FreshBooks email we described above. As you can see, not only do they include the name of the company, a face and an emblem, but the header is also linked to the article – giving the email a complete look and feel of PR material.
5. Use Keywords In The Headings And The Text
When you use keywords in the headings and in the text of your email, you’ll help Google and other search engines find your content the easiest possible. Headings should be relevant to what is being discussed in the body of the email. If your email’s body is talking about SEO and you’ve used the keyword SEO in the heading, the reader will know exactly what they’re supposed to focus on.
For example, let’s say you’re discussing a new product review for your company, and you’ve used the keywords “new product review” in both the heading and the text of the email. When a user searches for “new product review” in their search bar, your company’s website or app will appear in the top results.
Emails containing keywords appear higher in the ranks of search results because they are more likely to be useful to the reader. A well-written, genuine and unique email will always trump an email full of keywords any day.
6. Use Short, Cliffs-Free Sentences
Long, complicated sentences are great for writing novels, but they won’t make the cut in professional correspondence. When you write short sentences, you force the readers to sit back and engage with your content. Studies show that short paragraphs make people lean back and engage with the text more.
While writing a blog article or preparing for a webinar, you’ll often find yourself struggling to come up with ideas for the post. If you ever find yourself struggling to think of relevant and engaging content, you can use Buzzsumo’s free tool to find the most popular content across all industries.
Buzzsumo’s tool will analyse the strength of the content based on the number of times that words and phrases are used in relation to the topic. You can then use this information to find the most engaging topics to write about.
The shorter the better when it comes to the text within your emails. Your customers and potential customers won’t have the attention span to read a novel in its entirety within your email marketing campaign. Keep your emails engaging by using simple, direct language and avoiding fluff. Short and sweet.
7. Customise The HTML For Images
When you customise the HTML for images, you can control how an image is displayed to the viewer. You can determine if the image is displayed in full-screen mode or not, choose between a light or a dark background and include a border around the image.
Then, if you decide to include a border around the image, you can choose from a variety of options for the shape of the border. You can create a fancy border or go for a simple black or white line.
You can also include fancy icons next to the images of your logo, as well as create a bulleted list of the steps to follow to get the best possible product or service. All of this adds a personal touch to the HTML for images and makes them more engaging. After all, a picture speaks a thousand words.
8. Avoid Overusing Commas
You’ve probably seen many emails with commas throughout, creating a jumbled, messy impression. To make your writing look more like that of a professional, use proper punctuation and avoid including commas in your sentences. For example, you wouldn’t want to write: “The dog ate my homework, but it wasn’t a big deal because I got a 100 on my geometry test.” Your writing will then look unstructured and hasty.
Using commas in your writing serves a couple of purposes. First, it indicates a pause or an interruption in the flow of the writing. Second, it provides a bit of rhythm to the overall piece. While both of these are valid uses within a piece of writing, avoiding overusing commas can make your writing much more polished.
9. Never Go Over Two Paragraphs
Long articles are often great for increasing your site’s authority and boosting your SEO rankings. However, if you’re just sending someone an article to read, they’re going to want more than two paragraphs to keep their attention. Make sure to keep your articles short and sweet.
If you don’t want to sound like every other boring, auto-generated, online publication, use your content’s keywords in the first paragraph. This will then serve as context for the piece and/or introduce your product or service. Then, you can use the second paragraph to provide further details about what the article is discussing.
For example, the first paragraph of the article above might read: “In this article, you’ll learn about the importance of a good website in growing your business. You’ll also discover how to create a functional and attractive website that will give your business the best possible chance of thriving.”
Then, the second paragraph would continue: “A good start is to incorporate keyword research into your SEO strategy. Not only will this help make your site show up when potential customers and customers enter the relevant keywords into their search bar, but it will also help the search engines understand what the article is talking about. Essentially, this will put you on the right track to ensuring that your website is performing at its optimum capacity.”