Ever wonder what makes some emails more effective at engaging recipients than others?
If you’re looking to improve your email marketing ROI (Return on Investment), it might be time to consider the underlying fundamentals of a well-written, valuable email. Although marketing automation software can segment, target, and send personalized messages to a subscriber base, the personable nature of email marketing means it still offers many of the same advantages as direct mail.
So what makes for a profitable email?
The answer might surprise you. In fact, perhaps the most crucial element is something you’ve probably already considered. But let’s take a closer look. In the quest for improved ROI, it’s essential to consider the email’s open and click rates.
What are the average click and open rates for your industry?
Now, it’s essential to consider the type of content you’re sending. Using unigrams, or single word indicators, to examine the effectiveness of your email content is no longer sufficient. In an effort to gain more complete and reliable analysis, you should look into incorporating more words into your testing. For example, if a prospect opens your email and clicks on a link to an article, but doesn’t read the entire article, you’re losing out on potentially valuable consumer data. At the very least, you’re missing out on a valuable sales opportunity.
Personal Touch Can Work For or Against You
The personable nature of email means it can still carry the same elements that make direct mail so effective. To wit:
- A personal touch
- A face (or at least a name)
- A sense of urgency
In the right niche, with the right target audience, all of these elements can put you in a positive place when crafting a compelling email. And before you dismiss this as old-fashioned, think about the modern day equivalent. When somebody you know and trust personally delivers an important message to you, it carries a whole lot more weight than a cold, formal pitch. So when pitching a potential customer or subscriber, consider how you would feel if a friend or colleague handed you a business card and asked you to take a look. Even if the content is the same, you’ll receive it in a different way and that makes all the difference.
Put The To-Do List First
When an email marketing campaign is delivered promptly, accurately, and with a personal touch, you’re often guaranteed to see a positive reception. However, the same could not be said for lackluster campaigns. When done poorly, or without a personal touch, your email’s recipient might even consider your efforts a complete waste of time. So before you begin, make sure you’ve done everything in accordance with the instructions and that everything is in place. Following a simple routine like this can help ensure you achieve the results you’re looking for without too much effort. Plus, it might even make you feel a little better about the whole process. You can find a lot of help and inspiration through wonderful websites like HubSpot.com, which provides templates and step-by-step guidance for non-techies who want to try their hand at email marketing.
Keep The Promise Of Action At The Forefront Of The Email
Regardless of the type of content you’re sending, whether it’s an offer, a pitch, or just a regular blast of helpful advice, it’s important to keep the promise of action at the forefront of your email’s content.
Now, you might consider this a given when you’re making an offer or promoting a specific product. But surprisingly, a lot of businesses forget about this element when they’re trying to sell their services. In many cases, the lack of a clear call to action makes it harder for consumers to understand what you’re asking of them. And when they don’t understand what you’re asking of them, it makes it much more difficult to convince them to act. In the quest for improved ROI, it’s essential to keep in mind the importance of clear, concise, and actionable content.
The Bottom Line
At the end of the day, email marketing still has a lot of advantages over cold, automated messages. Whether you’re seeking to acquire new customers, retain existing ones, or simply want to grow your business through word of mouth, email marketing is a viable option. As long as you keep the above pointers in mind, you’re sure to see positive results from your email marketing efforts. In addition to this, make sure you test different types of emails to see which ones work best for your particular niche. And last but not least, have fun! Enjoy the fruits of your labor and get excited about the prospect of engaging with your audience. Above all, don’t be afraid to try new things, whether it’s sending a series of 3 emails or going completely haywire and sending out an email every week. As long as you keep your audience engaged, you’ll keep seeing growth in your email marketing efforts.