7 Email Marketing Strategies and Tactics to Engage Your Audience

1. Build Relationships With Your Subscribers

To be able to sell your products and services to someone, you first need to establish a relationship with them. With email marketing, you can do this by making your subscribers feel important and valued. Sending a regular nurturing email can help prospective customers understand that you appreciate their interest and will do your best to satisfy their needs. This will make them inclined to purchase from you instead of your competitors. As a rule of thumb, use email to engage with your audience, establish a relationship, and grow your customer base.

2. Promote Long-Form Content

According to HubSpot Blogs research, users prefer to read longer articles, particularly when surfing the web on their mobile phones. In a similar manner, consumers have opted to shorten their attention spans, preferring to scan and get value from the contents of an email as fast as possible. When marketers use shortened links in their emails, users are inclined to click on them and navigate to a new site more often. This is called quick click navigation and it happens when a user sees a link and decides to click on it without reading the entire email. If you want to encourage your audience to get the most out of your email content, produce longer-form articles and include several quick tips or helpful links.

3. Personalize The Emails

When a customer purchases a product or service from you, you will receive an email confirming the transaction. At this point, you can add another layer of personalization by using the email address that was used to make the purchase and sending a greeting specific to that person. Aside from using their email to send a personalized message, you can also use it to highlight special deals and discounts that you’ve prepared for them. For example, if you’re celebrating Christmas or the New Year and want to thank your customers for their business, you can use the email platform to send a series of personalized messages throughout the year.

4. Use The Right Fonts And Icons

The color of the fonts and the style of the icons used in your email can impact your recipients’ experience. When choosing fonts and icons, keep the following rules in mind:

  • Use sans-serif fonts
  • Avoid using all caps
  • Keep the text between 6 and 12 words
  • Include an icon or an image of some kind
  • Make sure it’s relevant to the content of the message

Sending a well-written and properly composed email is the best way to guarantee that someone will respond to your message. When someone receives a well-written email with relevant content, they are more inclined to open it and respond to it compared to a poorly written one that seems unorganized and full of errors. Remember: a little respect goes a long way!

5. Build A Community

In the same way that a real-life community comes together to support and help each other, your email audience can develop a strong connection with you and your brand. By regularly participating in discussions and adding value to the conversations, you will encourage your readers to share their expertise and engage with you on a more personal level. As a rule of thumb, use your email to establish connections and communicate interest in what other users have to say.

6. Customize The Subject Line

The subject line of your email is one of the most critical parts and can determine how effective your email is in getting the reader to open and read it. Since your email is likely to be one of several pieces of correspondence the user receives, your subject line needs to grab their attention and encourage them to open your message. The best practice for designing a subject line is to use verbs coupled with the appropriate singular or plural form of the word ‘you’. For example, “How to write a winning business proposal” or “How to write a winning business proposal for X industry”. This technique will make your email more relevant to the recipient and increase the chance that they will open and read it. Inclusion of keywords in your subject line is also advisable. For example, “Are you looking for a new job? Find out how to write an effective resume in this blog post…”

7. Measure The Results Of Your Email Marketing

The process of designing a good email marketing campaign is a challenge. When you’ve used the strategy to its full potential and analyzed the results, you can determine whether or not it was a success. Measurements such as opens, clicks, and un-subscribe rates are all important information and can help you improve your strategy for the next time around. While measurement is important, so is the personal touch that comes with sending individual emails to your subscribers. If you can keep that up as you improve your strategy, you’ll soon see increased results from your email marketing efforts.

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