Emails. We get them and we love them, but there is so much more to them than the common, quick pitch that most people think. True, some emails are simply attempts at marketing and some are even good – but there is a huge difference. Knowing what makes an effective email and how to craft one that will be opened and clicked on is a crucial aspect of digital marketing. Here are a few tips and tricks for making your emails work harder.
Experiment With Opt-ins And Opt-outs
Every company, big and small, needs customers. And customers, in turn, need to be constantly persuaded to spend more money with your brand. One of the best ways to retain customers and grow your list of subscribers is by offering them value and incentives. Whether it’s a discount on their favorite coffee mug or a free t-shirt with purchase, offers like these can help you stand out from the crowd. While this strategy has its perks, the opposite is also true. If you push too hard, you may end up annoying your audience and driving them away. This is why you need to experiment. Find the right balance between value and annoyance so that you can maximize your results and meet your goals. With experimentation, you can find the right formula for your unique email campaign.
Make The First Impressions Count
When an email is opened by a potential customer, there are a few vital things that you want to grab their attention. First, you want to make sure that the subject line is easy to understand and, second, you want to ensure that the opening paragraph effectively communicates the value proposition of your email. In both cases, a good rule of thumb is to write the opening line or paragraph no more than three sentences and couple of paragraphs. If you can keep the attention of your reader with a strong opening, you’ll be able to engage them in the rest of your email. Remember: if you want to grow your email list, you need to engage with your audience and make them feel something. This might mean using humor, for example, or providing a unique perspective to make your readers think and, hopefully, click.
Personal Vs. Professional
When pitching to a potential customer, you want to strike a balance between being too salesy and being too casual. For example, you can use your name or initials, but you should avoid using contractions. If you’re addressing a woman and you’re using her name, it could come across as too much like a sales call. When it comes to marketing emails, especially those sent to customers, you should aim for a tone that is more friendly and personable. However, you should not be afraid to use your company’s name or your name in the company. Just ensure that you’re not coming off too much like a sales person.
Use Images And Visual Appeal
To make an effective impression on your audience, you need to utilize all of the senses. When it comes to email marketing, this means using all of the fonts, sizes, and colors available to you. Along with making your written content interesting and easy to understand, using images and color can help make your email more appealing. If someone likes the design of your email and feels like there is value in what you’re offering, they’re more likely to click through to your website or to make a purchase than they are to ignore your email altogether. Remember: design can be very important in engaging with your audience and increasing the chance of them responding to your message – so do take your time to make it as good as possible.
Use The Right Phrases
In order to make your email more effective, you need to use the right words. While it’s not necessarily bad to use keywords everywhere, you don’t need to overuse them. When crafting an email, take some time to think of the right words that people would use when reading your message. Once you have a full list of these keywords, you can use them throughout your email in a natural and organic way. When someone finds your email through a search engine and clicks on a link or image within it, they may land on a page with ads or they may buy a product and find out more about it through an additional email.
Keep Things Short And Sweet
When an email is opened by a potential customer, you only have a few minutes to grab their attention. For that reason, keep your subject line and opening paragraph short and to the point. If you can make your point in three sentences or less, do so. In order to catch a person’s attention, a good opening should have a strong contrast in colors like red or black against a white or cream background. As for the subject line, the shorter it is, the more effective it will be. Using ‘hello’ in the subject line is a classic example of crafting an attention-getting email.
Check For Competing Email Marketing Campaigns
When pitching to potential customers, you want to make sure that they’re not already being approached by other companies in the same industry with similar offers. For that reason, it’s essential that you get a clear picture of what other companies are doing and whether or not you want to be doing the same thing. Checking for email marketing campaigns is easy. Simply go to Google and enter the words ‘email marketing’ in the search bar. From there, you can see a variety of emails that other companies have sent out – including the exact wording and design of the offers. If you see something that you don’t like, you may want to find a way to differentiate yourself from other companies in your industry. Not every email has to be a sales pitch; you can use the platform to find inspiration for your next campaign.
Now, you may not always be able to control what other companies are doing, but you can control how you respond to what they’re doing. Sometimes, two companies may want to take on a customer in the same way, but it’s up to you to decide whether or not you want to continue the conversation. To do this, just click on the ‘mailto:’ link at the bottom of any email you receive from competing companies and let them know that you saw their email but that you’re not interested in pursuing this offer at the moment. This way, you maintain your integrity as a business owner and you protect your company’s interests without appearing too much like a jerk.
Use The Right Media To Reach Your Audience
One of the things that makes a business or an organization unique is the ability to reach their audience. While this may seem simple enough, the truth is that many companies don’t put in the effort needed to effectively utilize social media. When it comes to marketing through emails, this means using all of the available platforms – whether it’s YouTube, Instagram, or Facebook. In addition to using social media to gain more traction, you can use these platforms to engage with your audience and to create more value for them. If you have valuable content – whether it’s a how-to guide, an explainer video, or simply a blog post – then you can use these platforms to distribute it to your audience.
Measure The Impact Of Your Campaign
For every email marketing campaign that you undertake, it’s crucial to track the results and see how many people you’re engaging with and how much value you’re providing to your audience. When it comes to marketing, this means measuring things like:
- Time On Page
- Products purchased
- Traveling to This Website
Along with tracking these results, you should consider looking at the source of your audience. Where are they coming from and what do they value? Knowing this information can help you tailor your next campaign. With this information, you can see what content performs best and you can use this to inform future campaigns.