Have you ever opened an email and found a dozen or more messages from marketing companies trying to sell you their products?
You’re not alone. The vast, vast majority of us have received countless emails every day from brands we’ve never heard of, trying to lure us into their websites. And many of those emails are quite successfully convincing. But before you click on that tempting link, you should know:
Email marketing isn’t as effective as you think it is. At least, not when you use traditional email marketing tactics. Fortunately, there are easier ways to reach your audience. So let’s look at how you can create and send an effective email newsletter.
The Most Important Thing To Remember
The very first thing you need to do is forget about the very first thing you’ve ever been told about email marketing:
People don’t care about your product or service. They care about themselves. So before you try to convince them to buy your product using highly personalized, “one-of-a-kind” emails, you need to understand that they’ve never heard of you and probably haven’t even heard of the product you’re promoting. And that’s how you want them to feel. You want your emails to be informative and easy to understand, so that when they click on that link to your website, they’re motivated to learn more about you and your product.
Personalized Emails Work Best
For years, we’ve been told that sending personalized emails to our customers is a good idea. But all that personalization doesn’t mean much if your emails aren’t even relevant to begin with. Here’s the deal:
If you want to drive maximum engagement and ensure that your customers actually read your emails, you need to forget about all the tricks from the marketing books and focus on what works best for your audience. And that’s simple:
Keep your emails short and sweet. Use headers, not text, to write your emails. And make sure that you, personally, have opened the email before using it in your marketing campaigns.
When you take into consideration all the elements above, you’ll see that the results of your email marketing efforts will be much more effective and, hopefully, profitable. You can learn more in this free guide to email marketing.
Create Something That Matters
Every email marketer I’ve ever spoken to agrees that the key to effective email marketing is to create something that matters. What does this mean in practice? Well, it means you should always have a clear purpose for your email.
If you don’t have a clear purpose for sending the email, it may not even seem like you made an effort. And that’s something worth thinking about.
Some good examples of purpose-driven email marketing are the emails we get from TripAdvisor. Every month, we’re inundated with Travelocity and TripAdvisor offers, trying to lure us into booking travel packages. But each email we get from TripAdvisor is for a different destination and is sent with a unique purpose in mind. The destinations are generally in a different country, so it’s easy for us to unsubscribe. But the point is that, even though we may not be familiar with the places or the services they offer, we know exactly what kind of content we’re getting each month: reviews of locales, hotel chains, or something else entirely. And that matters.
Make Sure Your Team Is On Board
One of the biggest mistakes you can make as a new or potential entrepreneur is to go into business without proper preparation. You need to have a team, and you need to make sure that everyone on that team is onboard with your vision and ready to help you execute.
You can’t do this alone. If you want to grow your business successfully, you need people who are as invested in its long-term growth as you are.
When I first heard about Dave’s Tea, I thought it was a new product by Pepsi. But no, it’s an entirely different company. And that’s why I had to scroll down the page to see what it was that Dave’s Tea actually does. After my initial mistake, I was relieved to see the answer: a supplier of quality teas and other products for the tea industry.
This company had a clear purpose, but that purpose wasn’t immediately apparent to me. So I had to do some research to figure out what they did and why it was important to their company.
I’m sure you’ll agree that it’s important to have a team behind you, and that everyone on that team needs to be involved in the decision-making process. This is why you need to communicate with your team frequently and why you should have a plan for everyone’s involvement from the very beginning. It will help you avoid any disagreements down the line.
Set The Right Tone
What does that fancy word “tone” mean to you? Would you agree that all marketing emails, regardless of their content, should have the same tone? One that’s informative, but not too sales-y?
No. That’s not what I meant. What I meant is that all of your marketing emails should communicate the same message. They should each serve a purpose and have a clear goal in mind.
For example, if you’re emailing with the purpose of informing your audience about a new product or service, your emails should all have the same format, same length, and use the same language. The only difference should be in the content: the pieces of information you include, the calls-to-action you suggest, and the visual design.
If you want to set the right tone for your email, keep these tips in mind:
- Use headers
- Keep it short
- Use active words
- Avoid clichés
- Stay away from marketing language
- Format nicely
- Focus on the essentials
- Be consistent
- Use social media
- Measure results
The takeaway from this article is that using traditional email marketing tactics is like applying a digital marketing blindfold. Sure, you may achieve short-term results. But in the long run, you’re preventing yourself from seeing what’s happening.
And that’s a shame, because we live in an age where digital marketing is always up-to-date and relevant. It’s called ‘present-tense marketing’ and it’s the smart way to go.