To be successful, email marketing needs to achieve three things.
- Get most of your addressee’s to open the email
- Get them to read it right through
- And get them to click through to your offer
If your email marketing efforts don’t quite manage this, here are some tips to help you become more successful.
- Create an email that people look forward to reading. You can do this by sounding more like a friend who is interested in them than a corporation that only wants them to buy something. Don’t talk about a list or subscribers and don’t sell in every email. Some emails need to contain only information that is valuable to the reader. Be generous and give things away rather than selling, at least sometimes. Use your name so that people feel they know you. Use their name, but not too often.
- Create interest by using an attention grabbing subject line. How to (do or be something) is always a good opener. Statistics prove that it is one of the most attention grabbing openers there is, often outperforming unique subject lines that have been pored over for hours.
- Use white space in the body. Subheadings, short paragraphs and bullet points help busy people scan quickly and get your point across without boring them.
- People often like images, but make sure yours load quickly on mobile devices. Since so many people access their email from their mobile phones, your email needs to be responsive.
- Include your call to action. Since people signed up for your list, they will expect some sales talk. Hyperlink several words throughout. But don’t sell in every email, or right after they have just bought something. And don’t sell the product, rather, talk about how it will benefit them. If possible rephrase your benefits as a problem that they will avoid if they buy.
- Have a clear call to action and a deadline as this helps to stop procrastination.
- Adding social media buttons will give people a chance to share with their friends.
- Sending email at the right time is important. It may be difficult to work out the right time for overseas countries, but if you can ensure they get it in the morning or at lunch, they will have time to open and read.
- Use a PS at the end to remind them what they’ll miss if they don’t follow the call to action. Some successful marketers even have a PPS and a PPPS just for fun.
- Vary your sign off comment, it will sound friendlier.
One thing you need to remember is to show your passion and excitement for the topic. If you are bored with it, your readers will know.