Make Your Email Marketing Work
Are you wondering how to make your email marketing work?
According to a survey from the Content Marketing Institute, 83% of B2B marketers are still using email marketing via eNewsletters to reach their target audience. Of that 83%, only 58% are using methods that make their email marketing work. That’s a pretty strong percentage but there is a lot of room for improvement. Let’s talk about how we can make email marketing work better for your business.
Every digital marketer needs the right skills and tools to be successful. So, what can make email marketing work better for your business? Email marketing only works if you know how to work it. Here are some great ways to make email marketing work for you:
Make it personal. Get personal with your subscribers. Personalization increases open rates and boosts engagement. Use names in email messages to grab attention, but don’t use full names–that can come off as creepy and even make customers feel uncomfortable. Make sure the customer information you have on file is accurate. Misspelling names or using incorrect titles can damage your reputation instead of helping it.
Use those subject lines and headlines to your advantage. It can be tempting to just quickly type out subject lines and headlines but it is worth the time to put some thought into crafting these smaller, but valuable, pieces of customer communication. Be simple and straightforward, but clever in your subject line and headline. Your subject line is your first shot at getting your message opened.
Keep it brief. People hardly ever want to read rambling copy–and people especially don’t want to read rambling copy in an email. Start with text that will hook your audience, like a rhetorical question or a compelling offer. Avoid yes or no questions, as these can deter customers based on their answers. Introduce the most compelling benefits of your offer, summarize important details and focus your energy on one clear call to action. Make your copy easy to scan by using short sentences, simple language and bulleted lists.
Know when to send and when not to send. The ideal send frequency will vary depending on audience expectations, your product, service or campaign type. In general, you should send emails at least once a month. But don’t just send an email just for the sake of sending an email. Communicate with your audience when you really have something good to offer. Make sure your content is useful and the topic is relevant. Don’t send too often and don’t be too aggressive. That’s a major turnoff that can cause your unsubscribe rate to climb.
Call users to action. The call to action is everything. Use persuasive words and incorporate the “What? Why? How?” method. Tell users what they need to do, why they should do it and how to do it. Tailor your call to action to your audience and provide multiple links throughout your email to make it easier for users to take action.
Be smart about your design. User-friendly design is fundamental to making your email marketing work. Responsive design, appropriate color and text size, adequate use of white space and incorporation of company branding and logo can make your email look and feel more inviting for customers.
Make sure your landing page is on target. If your email is effective, but your landing page is off target, you could still lose out on conversions. Your landing page should be an extension of your email campaign and contain the same messaging, the same design and the same offers as advertised in your email. Use your landing page to go into more detail and elaborate on your call to action. Feature well-written copy and the same user-friendly design as your emails.
Avoid the common email marketing blunders. Avoiding common mistakes can give your email and your entire campaign the finishing touches needed to make sure your email marketing works. Don’t use all caps, don’t mention opt-in preferences in your email body copy, and don’t choose font colors and sizes that are too hard to read or too large to display on mobile. Use clean and light HTML coding, include basic company information like name and address, and use common fonts to ensure it will be readable on whatever device your readers are using.