How to Make Email Marketing Work for Your Business

Emails have changed the game for marketing. Suddenly, no longer do you have to solely rely on mass mailings to populate your database. Now with email marketing, you can target the right groups of people, reach out to them in relevant ways and, most importantly, measure the success of your campaign. This blog post will help you figure out how to put email marketing to work in your business, with tips on how to create an effective email marketing strategy and how to measure the success of your campaign.

1. Short and sweet

You need to keep your emails concise and to the point. While longer emails are great for conversion and generating leads, people are busier these days. They want quick, easy ways to get the information they need. Use this strategy to you advantage and craft your emails to be no longer than six sentences.

You can also use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

2. Keep it simple

To have a chance at getting your emails read and acted upon, you’re going to need to keep things simple. With the world becoming more visual, people prefer to get information in visually-friendly ways. Keep your emails simple and clean, and use plain text, simple fonts and simple colors to make things easy on the eye.

You can also use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

3. Make it personal

To really connect with your audience, you’re going to need to personalize your emails. Instead of sending out a mass email with some customized greeting, you can put a face to the name and make individual connections by addressing the recipient by their first name.

Additionally, you can use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

4. Build trust

To gain credibility with your customers, you’re going to need to prove to them that you’re a trustworthy source of information and that you can be trusted to deliver on your promises. To build trust, disclose your affiliation with the company and mention what you’ll include in the email. Additionally, you can use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

5. Research the desired recipient

If you want to send your emails to the right audience, you’re going to need to do your research first. Who are these people that you’re trying to reach out to? What do they need? What are their hopes, dreams and concerns? Dig deep and find out everything you can about your target audience.

The more you know about your target audience, the more you can tailor your strategy to effectively reach them. This way, you can maximize the results of your marketing campaign and put email marketing to work for your business.

When developing your strategy, don’t just look at the demographics and psychographics — also examine the economic landscape. For example, a quick look at the digital market shows that there are significant differences in terms of buying power between millennials and Generation X. If your product or service caters to millennials, you’ll need to work hard to ensure that your marketing strategy incorporates their unique perspectives. This way, you can effectively promote your product or service and gain more traction.

6. Get to the point

You should use the first couple of sentences of your email to get the point across. People are busy, so you need to make sure that your email gets straight to the point. Create a clear call to action at the end of your email, such as a link to a product page or an offer to buy a product.

If you include a lot of unnecessary fluff in your email, people will skim past it. Keep things simple and to the point, and use easy language that your audience will understand.

7. Match your email to the channel

The channel that you choose for your email campaign should match the type of content that you’re producing. For example, if you have a YouTube channel about fashion, you would likely not want to send out a mass email with a lot of text because your audience is most likely reading news articles or exploring YouTube videos. Tailor your content to fit the channel and send your email in that context.

Additionally, you can use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

8. Measure the results

To determine the effectiveness of your strategy, you’re going to need to measure the results. To start, you can measure the open rate of your email. If you have a reasonably good open rate, then you’re on the right track. However, you should also measure the conversion rate of your email. This is the rate at which your email leads to a sale or a submission of some sort — be this is a signup, a purchase or a visit to your website.

The better your conversion rate, the more you’ll see results from your strategy. Additionally, you can use the “read more” link at the end of your email to direct people to additional content. For example, you might have a blog post that goes along with your email. Alternatively, you could have a PDF file that provides more information about your product or service.

Once you have a good grasp of what’s working and what’s not, you can adjust your strategy and try something new. If you’re finding that your open rate is relatively low but your conversion rate is high, then you might want to consider changing your subject line or the message within your email. Try adjusting the language or the call to action to see if that changes the results.

Final takeaways

Developing a marketing strategy for your business is a lot like putting together a recipe for food. You need to follow a certain formula to ensure that you get the results that you’re looking for. With the right tools, research, planning and measurement, you’ll be able to effectively put email marketing to work for your business. Are you ready to get started?

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