Email marketing is one of today’s key marketing channels.
Its strengths are that it is both immediate, cheap and precisely targeted. The downside is that everybody is using it and we all receive far too many emails every day.
This means if your email marketing is going to be successful, it must stand out and deliver its messages quickly, concisely and powerfully.
There are therefore a number of vital do’s and don’ts you need to be aware of.
1. Make Your Subject Lines Original And Intriguing
Imagine your prospect or customer with an inbox crammed full of samey-looking headlines.
Yours must stand out in that list or it will get deleted. Hook your reader in with something that piques their interest or curiosity.
2. Keep Your Eye On The Goal
The ultimate aim of your emails is to build awareness and trust with your prospects and continue to build a relationship with your customers and so help you to increase your sales. Make sure the content of your email achieves this.
3. Prospect vs Customers Email Content.
You want your prospect to get to know, like and trust you so that they will feel comfortable doing business with you. So give them useful information.
To encourage your customers to continue doing business with you (think of all those lovely up-sell and cross-sell opportunities) after they’ve bought from you, provide them with reassurance that they’ve made a great decision, and then give them step-by-step information about how to use or consume the product they’ve just bought.
4. Target Your Market
You need to know how your product or service fulfils your customers/prospects needs. Make a list of their biggest problems, fears, needs or wants. These should become the themes of your emails. At least one of these will hit the ‘trigger buttons’ of your prospect.
5. Hard Selling Doesn’t Work
While the purpose of email marketing is of course selling, too much hard sell won’t work. Demonstrate your expertise by giving them useful information and be low key with your sales message. Think of getting clicks to your landing page rather than an immediate sale.
6. Hook Them In And Don’t Let Them Go
You have to hook your readers in right from the start. The headline must persuade the reader to continue on to the first paragraph. The first paragraph must be interesting enough to make them want to read on to the next.. and so on.
Don’t keep your best stuff for the end. Your readers may not get to the end. Hit them with your most powerful messages up front and keep them involved right through to the end.
7. Focus On Your Reader Not Yourself
Your email must be about your readers, their problems and issues and how you can solve them. They’re not really interested in you, just what you can do for them.
8. That’s My Name, Don’t Wear It Out!
Use your customer or prospect’s name once or twice at the most in the email. More than that is going to seem unnatural and even creepy.
9. Make It Personal
Your emails should be like a conversation not a grammar lesson. Make them easy to read. Write in the way you’d speak and keep your sentences short. Use plenty of sub heads to break the text up and keep the overall length not more than 500 – 700 words.
10. Take Action
You must have a call to action in all of your emails. What do you want your readers to do after reading your message? Do you want them to call you, email you or go to your web site? Whatever response you want – make it clear and explain the benefits they’ll receive from taking action.
If you follow these 10 tips your emails will be punchy, impactful and effective and should give you an excellent return on the time and money you invest.