Email marketing is one of the most effective online marketing tools for keeping your audience engaged. And, because these contacts should already have a pre-existing relationship with your brand, they are also a lot more likely to convert than any other kind of lead you may be able to generate.
And while it is excusable to make a mistake every once in a while, there are certain elements of email marketing that you simply cannot get wrong. Getting them wrong means failing to engage your audience to its maximum potential, and therefore missing out on important returns. Let’s take a look at the most important elements and how you can leverage them.
Avoid the Badly Written Subject Lineemail
Your subject line is the doorway to the world of delights contained in your email communication. If you fluff it, no one will ever know about what is inside the email. Moz.com offers the following advice:
The first section of an email everyone reads is the title. It is important to have a catchy title or else your email will soon be sent directly to the trash bin. Do not try to manipulate the reader by creating a false title, but instead create a title that is interesting and captivating to act as a perfect lead-in for the valuable content of the email.
Telling your recipient to open the email is not good enough either – it does not give enough detail as to why, or what the person stands to gain. In order to get it right, you need to keep it informative, but short, and still communicate the urgency required.
Don’t Neglect the Users of Mobile Phones and Tablets
Don’t forget that the majority of opens in your email marketing will probably not be done on desktop computers or even laptops. There are more mobile phones and tablets around these days and not optimizing your email campaign for mobile will leave a huge, gaping hole of missed opportunities.
Create Segmented Lists
Even if you are just starting out with email marketing you should know that trying the blanket approach and mass mailing your entire 10,000 strong database with the same message is not likely to have much effect.
Even if you have grown your database organically, requesting sign ups for your newsletter from your website, it does not mean that the one size fits all approach is going to work. You still need to honor your sign up promises and send them relevant information – otherwise they won’t open your mails or might even unsubscribe.
And, of course, Moz.com offers the following advice, remember to keep it personal:
Craft your emails as if you were talking to a friend. Keep your messages conversational and as if it’s just you and your recipient communicating. Those receiving your message want to feel as if you’re talking directly to them, not the masses. They want to feel as if they’re the only one who received the email you sent. Whatever you do, avoid sounding like you’re reading from a call center telemarketing script.
Don’t Forget to Call People To Action
Every effective email needs to get the reader to do something about it. As Hubspot says:
Without a relevant call-to-action (CTA), the recipients you are aiming to nurture have nowhere to go. It is a path without end, a trip with no destination. Without a relevant CTA, how do your readers know the outcome you desire for them? The bottom line is, you must not only serve up CTAs in your emails, you must serve CTAs that are relevant to the email copy you have dished alongside it. This way, recipients know exactly the opportunity they have a chance to take advantage of.
Your email message means nothing if you do not get people to take action after reading it. So many beautifully designed emails go to waste because they lack the proper call to action at the end. Don’t let your email campaign become one of them.