The humble email, an online marketing tool which has the potential to reach a significant number of people who have expressed an interest in your products or services. Whilst it might be considered as one of the most “well established” methods of outreach, research has continued to show that it can still be very effective when it’s used properly.
Of course, simply blasting your emails to anyone and everyone can’t exactly be considered to be effective. This kind of behaviour is what earned email marketing a bad name in the first instance. There are some simple principles which can be used in order to reach more people, increase the open rate and to find more overall success.
Make a Specific Offer
If your email is just a run-of-the-mill, generic reminder that you still exist, chances are that it will be successful at just doing that – and also highlight that you like to send out somewhat pointless emails. You can improve your conversion rates with specificity; your email subject line should be specific about what they’re going to get from opening the email, and then the content should be specific to what you are offering.
Just remember, you’re not trying to sell a product or service with this email; you need to let your website do that part. Your offer simply needs to be specific enough to drive them over to the website.
Make a Specific Offer in the Right Way to the Appropriate Audience
Being clear about what you’re offering is only the beginning; that alone doesn’t mean people are going to rush to click on your call to action. Especially if your email has no relation to the person receiving it. You can do everything right, but if it’s sent to the wrong audience it’ll be a flop.
You can instantly reach a huge audience through an email campaign, you just need to clearly define that audience and determine which approach will give the audience a reason to click.
Communicate Like you Would on Social Media
When you treat your emails like a flier that get shoved into every postbox or under every car windshield wiper, the owners of those are going to treat them the same… and throw them in the bin.
Think of an email campaign like social media; it’s a way to be social and to stay connected with people that care about what you have to offer them. Write your emails as you would when talking to your friends or family – don’t rely on the regimented jargon!
Don’t Expect to Get It Right First Time
Nobody is perfect, and your first email won’t be either. You can do really well with your first email, assuming you’ve started off on the right foot; but it’s going to take some work, some tests and some re-working to really capitalise on all the potential.
Email marketing is like every other element that makes up online marketing – meaning you need to rely on analytics instead of assumptions.
Make the Value Very Clear
From the subject line, to the content and images; you must be sure you’re connecting the value you’re offering to the reader. When someone opens an email, they’re expecting you to prove your worth pretty fast because you came to them, they didn’t come looking for you. They’re not looking to see if you have what they want, they’re looking for a reason to delete your email.
If the value of opening the email and clicking the call to action is clear, you’ll have a better chance of converting your casual reader into a serious customer.
Don’t Ask for Much
An email with a call to action in the range of “subscribe now for £15 a month” isn’t likely to get much interaction. Don’t try to sell anything in your email except a click to your website. If you’ve connected with them, and spoken to them like a real person then selling them on the other side of the click shouldn’t be too hard to do. People appreciate directness, don’t try to be sneaky or they’ll probably hit that delete button.