We've all received marketing emails that we deleted, marked as spam, or ignored right away...
Nonetheless, you're probably aware of it... Email marketing is still one of the most effective ways to prospect, keep customers, and sell. We can count lots of email marketing benefits. Not to mention that email is inexpensive, quick, and direct. It has a 40-fold higher return on investment than social media marketing.
And perhaps you've already launched an email marketing campaign?
But maybe you haven't received a response?
Have your customers even opened your email?
Or did they delete it without even looking at the content?
If you are asking these questions to yourself, you've come to the right place. You will be able to relaunch your email marketing campaigns after reading this article and finally achieve the long-awaited success!
So, returning to our previous example... You've almost certainly deleted an e-mail without even reading it.
But what if this is true of your marketing emails?
That your prospects completely disregard them...
If this is the case, you must comprehend why perhaps you aren't effectively capturing your audience's attention. Perhaps your subject line does not say "Open me," or your calls to action are unappealing.
Email marketing is an incredibly powerful tool for getting messages directly to your customers and prospects, as long as you don't spam your subscriber lists.
The content of an email must be concise in order to grab the reader's attention (250 words ideally). Email is a tool that does not lend itself well to intense user attention. This usually moves quickly from one message to the next. To keep his attention after he has read the topic of the email and clicked on the message, good editorial techniques must be used.
Even if you have a large mailing list of customers and possibilities, you shouldn't ever stop adding to it and segmenting it based on their interests.
For example, use a sign-up feature on your website to ensure that your list is always growing passively.
Opt-in forms should be placed on your homepage, blog page, and anyplace else you can embed them without trying to make the visitor uncomfortable. Ideally, you'll need a few to segment your emailing lists based on your audience's interests / appetites.
The most important thing is to clearly explain to your prospects what they will receive in exchange for their email address.
You can also build your email list the old-fashioned way. If you have an expo booth at a business conference or convention, provide a form for people to sign up for your newsletter.
Even if you don't make a direct sale at the trade show or conference, adding someone to your email list can lead to a business opportunity. It is sufficient to use your database to send reminders to other advertisement deals / sales pages.
Make it easier for people to unsubscribe from your emails.
It may appear counter-intuitive, but it is a critical point. In your email campaigns, you must always include an unsubscribe form.
Customers must be able to opt out of your email marketing list. Because if they no longer wish to receive your emails and are unable to do so, they will mark them as spam.
Which will cause you deliverability problems in the future...
Include useful links and call to actions.
Most email marketing campaigns aim to direct traffic to a specific website or page. Also, it can change from small business (email marketing for small business) to larger business.
It's that simple: no clicks = no customers.
Always include visually appealing buttons with text that allows readers to interact in more than one way (e.g., "Learn more!" "Download now!" "Book your call," etc.).
Calls to action should be trying to engage and be specific in general. The more thrilling the action you define, the more attractive it will be to your audience (and the more certainly they will click on your links).
Encourage readers to respond to received emails.
Unlike direct mail, email marketing trends allow you to engage in conversations with real people who are interested in your company.
Always keep these three variables in mind:
Subject lines that are intriguing - Address readers directly and promise them something different from the other marketing emails in their inbox.
An engaging and distinct voice - Just because readers open your email does not mean it is not immediately deleted. Always make it clear that your post is coming from a genuine person who cares about you, not just some soulless marketing machine.
Targeted content - By segmenting your mailing lists based on reader typology, you can create messages that are truly tailored to your readers' needs and interests. This increases their likelihood of accepting an offer or engaging with you.
The goal of these points is to get recipients to respond.
Encourage them to respond to your marketing emails whenever possible.
It's a surefire way to demonstrate that you're paying attention to and responding to what your followers have to tell.
Expert tip: Additionally, the autoresponder you use will determine whether or not there is a genuine relationship between your company and its prospects based on the open rate, click-through rate, and response rate.
This will allow you to increase the rate of deliverability and thus reach more prospects.
Make your emails mobile friendly.
What is your first thought when you wake up in the morning?
Many people take out their phones. In fact, smartphones and tablets account for 66% of all email opens.
You may lose a lot of clicks if your emails aren't optimized to be read on these devices.
One of the reasons for email's invincible health today is undeniably mobile. Indeed, more than half of emails are read on mobile, so optimizing your emails for mobile is so important!
In practice, this means that you must be extremely cautious about the size of your images, which can take a very long time to load on mobile. You should also avoid submitting texts that are too long.
Keep your email brief and to the point.
As previously stated, the large number of emails are now read on mobile devices. Given the small size of the screen, you can be certain that if you provide a text that is too long, the readers will abandon it. This is especially unfortunate because, obviously it depends on where you place your call to action, long text will prevent your audience from completing it.
Analyze, test, and optimize
Before sending your emails to your subscriber list, test them on different screens and browsers. Because there are delays in sending e-mails, a testing phase is required beforehand to avoid sending something inappropriate.
The open rate, click-through rate, unsubscribe rate, and user action rate are the four main metrics to track for your email campaign. You can test any email template that has an impact on your users, both positively and negatively. If an email is found to have a high unsubscribe rate, change it immediately.
Count on statistics
Statistics are invincible companions when it comes to determining what went horribly wrong in a campaign or, on the opposite, explaining its success. They are collected following an A/B test process or purely a few days after sending a campaign.
All of your statistics are compiled and analyzed when you use an email sending software. What keys do you have to continually improve your emailing strategy? You can see it via detailed email statistics.
Make your marketing emails as personalized as possible.
Add a personal touch to your marketing emails whenever possible.
An email sent and approved by the CEO, for example, will have more clout.
You can also segment your posts based on your target audience. If your company works with a variety of industries, consider sending multiple variations of your emails, each with information specific to that industry.
Make certain that your emails are clean and crisp.
It may seem obvious, but you'd be surprised how many people send email marketing campaigns that resemble hobbyist websites from the 1990s.
You want to keep someone's attention if they opened your email with an intriguing title. That is to say:
Use short paragraphs and make sure keywords and phrases that stand out among other emails.
Include key points to assist readers in sampling the content and absorbing the main points.
Images should be used sparingly. Images should support your message rather than replace it. Some email services block images or regard them as a spam indicator.
The GIF is the best email format for engagement and conversion…
Provide high-value content.
Sending out regular email campaigns needs to meet the same criteria as other contents. It is a time-consuming and well-organized process. This is why creating an editorial schedule is recommended in order to vary the topics covered.
Furthermore, emailing is a complex format because it feeds off of other content formats. A good campaign model would be an e-mail that includes both a video and a blog article, with a call-to-action at the bottom of the page inviting the reader to sign up for training on the subject mentioned.
Include a clear call to action.
Establishing a clear and effective call-to-action is critical to the success of your email marketing campaigns. The call-to-action will serve different purposes depending on your initial goal. You can use “read more” buttons and article snippets to drive traffic to your website or blog posts. If you want to boost sales or lead generation, you must direct readers to the appropriate page on your website. To accomplish this, you must place the action button in the best possible location and experiment with various types of text and action buttons to find the best one possible.
Include alternative text in your call-to-action.
This also applies to your email CTA, where your action button image may not appear. This is especially important for this critical component of your email!
Create an eye-catching email subject line.
The subject of the message is the window into your e-mail and, possibly, your business. It is thus the formulation that determines whether or not the recipient wishes to read your content. If you send an email with cluttered or repetitive subject lines, the majority of your emails will go unread in the trash, and your customers will want to get off your mailing list as soon as possible.
As a result, it's critical to keep subject lines as short as possible: the standard length for online marketing is 40 to 50 characters, or no more than 6 words. To maintain the suspense, your subject should, of course, provide an overview of the contents of your email without trying to say too much.
Because of the limited space, you must limit yourself to the essentials: avoid superfluous elements such as the word "newsletter," a method designating the recipient, or a reminder of the sender. This type of information is already displayed in current messaging systems. Instead, find a beautiful catchphrase that piques your interest and makes you want to learn more. Feel free to devote as much time as you like to the subject of your next e-mail. After all, the subject line determines whether your recipients will read the rest of your text. An unread email is no stronger than one that is never sent.
Clean your email database on a regular basis.
Maintaining a clean email database is critical for several reasons. First and foremost, if you have multiple copies in your list, the person will receive the duplicate email, which is never nice and may reflect unprofessionalism.
Then, depending on the emails in your database, some may contain spelling errors or be inactive, affecting your deliverability rate. It's also a good way to figure out if there's a problem with the email collection and how to fix it.
Examine campaign data.
The benefit of emailing is that you can obtain a large amount of statistics. Open rate, click-through rate, deliverability rate, and other metrics can be measured. All of these statistics, especially their evolution, provide important indicators for measuring the success of your campaigns and allowing you to improve them.
Even if you have a large mailing list of customers and possibilities, you shouldn't ever stop adding to it and segmenting it based on their interests.
