Every company that invests in email marketing as part of their online marketing strategy knows that, in order to be successful, their emails need to be opened, read and clicked.
This might seem a difficult task at times, but it shouldn’t be that hard. Here are some tricks that you can implement that will dramatically improve your emails, and get them to be opened, read and clicked:
This is one of the most important things you need to do.
Test links, appearance, cross browser testing and make your emails look professional, this will give a positive impression to customers and potential customers.
You can even do A/B testing and send two different crafted emails to a small percentage of your database to see which has the best opening, read and click through rates before you send the winning email to your entire database.
A good subject line can be the difference between your email being opened or deleted.
Make sure they’re short, but catchy at the same time. The goal is to quickly create curiosity, and the desire to open the email and know more.
Offering something like an insight or a deal can be a good idea.
This tip is in connection with the previous one. You should promise something good on the subject line, as well as in your email’s content.
By promising something good, you keep the reader engaged with your copy and wanting to know more. This is key in order for your readers to keep reading your email until they reach the call-to-action and are so engaged they have no other option but click on it.
Every time you send an email to your audience you want them to take an action (buy a product, register for an event, take part in a competition, etc).
So, make sure you have a clear and visible call-to-action in the body of your email so people can easily click. Do not make it a harsh sell, make it as a deal they can’t refuse.
Have your emails both in both HTML and plain text – allowing people to read the email if it does not display correctly.
Also, include a link to a web version of the email.
Having people unsubscribing is a normal thing that happens to every company.
It is your duty to make life easier for people that wish to do so and keep the connections with you as always a good experience even if they wish to stop receiving your communications.
Also, making it easy to unsubscribe prevents complaints and emails being reported.
Each subscriber has given you a hard-earned vote of confidence, and they expect to hear from you but only if you have something valuable to say to them, so respect that trust.
Only send emails to your database when you really have something to say that will deliver them real value (a new product, a discount, competition, promotion, etc).
If you send emails just for the sake of it without being valuable, you’re wasting people’s time and your money with no chance of return.
With so many emails that people received daily in their inboxes, they’ll know that if they receive one from you is because they’ll get something relevant.
Personalised emails using people’s name is an amazing strategy to create a dialogue and make them engaged with your copy.
But don’t repeat people’s name too often in your copy because it makes you sound like a call center script.
A good strategy is to use the name in the salutation and next to your call-to-action to encourage people to click on it.
Whatever it is the purpose of your email, make sure people benefit from reading your emails. How? Share a useful tip, a “how-to” advice, make them feel better or inspire them.
For example, if you’re trying to sell a new book, share some tips from the book that people instantly relate to. This sharing something for free will make them feel good and increase your chances of your email being read and clicked (and next emails to be opened too).
When you write your emails you shouldn’t think about your entire database. Think that you’re writing the email to your best customer that happens to be a real person.
So write something you would feel comfortable reading. Sound friendly, but still professional and don’t overload with techno-speak. The trick here is to make people feel connected to you!
Do you have your own email marketing tips you would like to share? Please use the comment section below.
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