With the tools and platforms available today, it is easier than ever to create email campaigns to target consumers and convert them into customers. If you think email marketing is no longer relevant or effective, you either haven’t tried it or aren’t doing it effectively. Effective email marketing requires the use of best practices as well as some creativity. In this post, we’ll provide some tips and strategies that combine both, to help you produce effective email marketing campaigns that get you the results you want.
There are many reasons why email marketing should still be a dominant part of your marketing strategy. One of the most important reasons for email marketing effectiveness is that it’s the consumer’s decision. Those who opt into your email campaigns have already expressed some form of interest in your product or service. If they’ve given you their personal email, they’re pretty much inviting you to give them more reasons to make the purchase.
With the door wide open, you have the ability to create highly customized, measurable email campaigns to target these consumers and increase the chances of closing the sale.
Now that you have an idea of the importance of email marketing, let’s dive into some helpful tips that will make your emails more effective.
The first step in increasing your email effectiveness is to look at your own inbox. Scan down your list of emails. Identify which subject lines and senders stand out to you and why. Next, actually open the emails and see which ones capture your attention, which ones hold your attention, and which ones you feel compelled to engage with.
Which content structures made the information easiest to digest? Which tones resonated with you most? Conversational or professional? If you go through enough emails and ask yourself these questions, you’re bound to come up with some solid insights for effective email marketing strategies of your own.
On the other side of the coin, go through your inbox and pick out the marketing emails that didn’t catch your attention. Why did you miss them? Why didn’t you open them or finish reading them? Spend just as much time dissecting the bad ones so you know what not to do.
If you want your email marketing to be effective, be human above all else. Write as if you’re talking to another human being individually. Make sure this language is being used to convey helpful and interesting information that’s easy to read through. Quality content is not fancy wording or professional jargon. It’s useful information that is presented in a way that your reader can understand and relate to.
The most important email you send to your potential client is the first one. Creating a personalized welcome email that thanks them for signing up and welcomes them into the community is a great way to ensure they stick around for more emails.
When writing a welcome campaign, avoid using the word “list”. The goal is to make the reader feel like the email was generated just for them, and that you care about each individual that signs up. Within the email, be sure to reiterate the benefits of being in this community, and maybe even offer a small discount code.
Create a digital version of your actual signature and incorporate it into the bottom of each email. This adds a nice personal and professional touch that further solidifies the fact that you are indeed human. If you want to take it a step further, you can also include a cropped headshot in your signature so your readers can put a face to the company.
Branding your emails with your company logo and a professional design will enhance the effectiveness of your emails and give them a more authentic feel. This will also help them to stand out more in an inbox, giving them a higher probability of being read. Use banners and other eye-catching elements inside of the email to really “wow” your readers. A wall of text is a great way to kill interest on the spot.
By including something as simple as an inspirational quote, a quick tip, or even something like a funny haiku that you change out frequently, you’re effectively creating anticipation in your readers. It’s a personal touch that can make them look forward to the next email and to continue nurturing the relationship.
Another strategy for effective email marketing is to include a short screen recording or GIF of the call to action in the email being carried out. This gives the reader a crystal clear vision of what they’re being asked to do, how easy it is, and how long it will take. You might even be able to include at the end a sneak peek into what the result of that action looks like.
Include a link within the template of your marketing email for readers to give you feedback on your emails or your business and services as a whole. This shows your readers that you’re not only human, but also that you respect them and care about what they want. It will also help you to make your future marketing emails even more effective.
The most effective marketing emails are simple, informative, and personal. If you follow the tips we’ve covered above, you’ll harness the true power of effective email marketing in no time.