Want to work in digital marketing but don’t want to work in a marketing agency? Why not branch out and try your hand at email marketing? With the right training, dedication and most importantly, a passion for email marketing, you could become a successful email marketer and land a career in digital marketing.
The Difference In Email Marketing
There’s a world of difference between traditional marketing and email marketing. While traditional marketing aims to attract customers through traditional advertising (e.g., billboards along the side of the road or magazine spreads), email marketing focuses on attracting potential customers through tailored messaging (e.g., banner ads or text messages to a customer’s mobile phone).
This messaging is often kept short and sweet, as you’ll learn in the next section.
Make Your Subject Line Stand Out
When you’re writing a cold email, you have about 150 characters to work with. To ensure that your message is concise but still conveys the right message, you’ll want to take a bit of creative license when it comes to the subject line.
From a marketing perspective, you want to choose a subject line that will grab the attention of your target audience. To test out your subject line, run it through a free trial of a marketing automation tool like HubSpot or Marketo, and see how others in your industry respond.
Choose Your Words Carefully
A subject line that makes a good first impression often leads to a well-written and responded-to message. To grab readers’ attention, use compelling and original words that evoke an emotional response (e.g., love, thrilled, or curious). To make your subject line even more effective, you can also add in some sensory language (e.g., ‘the perfect scent’ or ‘this bracelet really compliments your skin’).
Keep It Short & Sweet
According to HubSpot analyst Spencer Dew, successful subject lines usually fall between three and six sentences in length. Going a bit further isn’t necessary, as longer subject lines often prove distracting.
This is also why you shouldn’t include lengthy explanations for simple products or services (e.g., ‘order now’ or ‘get $10 off your next purchase of $100 or more’). You want your customers to focus on what you have to offer, not on something that is extraneous.
Similarly, avoid using industry terms that your target audience might not be familiar with. For example, if you are marketing automobile-related products, using terms such as ‘accident-free driving’ might not mean much to your target audience.
Personalise Your Messages
To create individualized messages that will stand out, you can use marketing automation tools to tailor offers and discounts to specific individuals (e.g., fans of a particular sports team or people who browsed a certain product category).
Personalised messaging has many advantages. Not only does it make your customers feel special, but it also means you can send them content that is relevant to their interests. This optimizes the chances of them responding and converting.
Create Concrete Goals
While you’re at it, set some goals in stone. Set a goal to send out a specific number of emails per week and track your success with a marketing automation tool.
Then, when you have data to back up your efforts, you can re-assess and tweak your strategy. Setting up an email marketing campaign might not be the easiest thing to do. However, tracking your progress and analyzing the results of your campaign can prove highly beneficial.
The road to success with email marketing isn’t easy, but it’s definitely achievable. With the right knowledge and creative spirit, you can prove that even with a limited budget, you can still achieve great things.