We often subscribe to emails to receive offers and promotions, but if you are anything like me you find yourself with a full inbox and no time to sieve through, which is why it is important to make your email stand out from the rest!
Here are 10 rules how to improve your email marketing and engage your readers:
Rule No1: Define your readers
Before you start designing and sending campaigns you need to define your audience and understand who it is you want to talk too. Once you have done so, it will be easier to know how to speak to them.
The way you can do this is by creating 'Lists' within your email software.
If the email addresses have been exported from your website, then include them in a separate list, as opposed to the email addresses that have been captured at trade shows, events, enquiries etc. By doing so it differentiates the type of reader they are and makes it easier for you to send more targeted e-campaigns.
For example, if they have purchased an item from your website they are a 'customer' and will most likely want to hear about new products, whereas if they have 'opted-in' to your database to win your competition at a local event, they can be categorized as 'general public' who can be sent news about your brand and information to your next event.
Learn to understand what they want to read!
Rule No 2: Provide new and exclusive content
Now you understand your audience, you need to consider what to say to them. Emails are not just a sales technique, therefore content is KING!
Content like upcoming events, recaps from the past, photos, Facebook, Twitter, blog info and news are always good to engage with your reader.
Use short sentences and prevent yourself from writing an essay that is difficult to scan.
Remember if they like what they see they will share it with others!
Rule No 3: Have Email etiquette
Although social media and mobile are arguably the most popular form of communication, email is still the most direct form.
People who subscribe to your emails trust in your company and have given you permission to their inbox's. For this reason you need to be consistent with your branding so they can identify who the email is from and feel valued that they have heard about your exciting news first.
You should also allow readers to easily identify the unsubscribe link. Let the customer know they can unsubscribe and opt out- but reassure them more offers coming soon. The best place to state this is in the footer.
Don't let them believe your a self promoted robot, give your brand a human personality!
Rule No 4: Always have a call to action
Every email should have a call to action. Something which makes your reader act upon after reading the email.
Incentives like discounts, competitions or freebies work well. Display them with active language such as: Donate, Buy, Register and create a sense of urgency with 'offer expires', 'do it now and receive a free...'. etc.
If your call to action is done right, you can generate real measurable return.
Rule No 5: Include links
The links within your email are what drives action to your website- your shop window where you have the opportunity to impress the visitor and attract them to read more information on your product/service, which is why you should think carefully where links go on your email...
The main links to include are: Primary call to action,Social media sharing links, Social media follow links, Logo link, Link in the footer and a link in the plain-text version.
To measure the results of the links, you will need Integration between email service provider and web analytics to track landing pages and the consumer journey.
Social media sharing is more popular than social media follow and extends your user base.
Rule No 6: Send emails at the right time
So far you're targeting lists more accordingly with exclusive content and offering a call to action. Now, you just need to ensure you are sending emails at the right time, in the right frequency.
The best times vary depending on the industry and the audience.
According to Survey Monkey, the best day is Tuesday and Thursday and the best time is after 12pm and between 2pm-5pm.
Email marketing is about quality, not quantity.
Rule No 7: Include visuals
Brands are focusing on the concept of creating a story with their brand, that now is the time to use email campaigns as a way to be the narrator. Make your readers genuinely excited to receive your email with associated imagery that they cannot forget.
As humans we process images faster than text and we are more likely to absorb visual information.
Rule No 8: Happy Birthday emails
Treat your readers as VIP's. When you capture their data, also get their D.O.B and set up automated happy birthday emails. Give a great personal touch and make the reader want to claim their free surprise/discount. They will never forget you again and they are more likely to tell their friends and then they tell their friends.
Word of Mouth is the best use of marketing.
Rule No 9: Measure Success
To understand the performance of your e-marketing you must conduct analysis on the statistics your email service provides.
The ultimate measure of your emails effectiveness is the conversion rate. The higher the conversion rate, the better your email.
If your delivery rate is getting lower, it may be due to invalid email addresses, bad content or poor subject lines.
Aim for a higher conversion rate and improve your landing page for the user experience.
Rule No 10: Cleanse Data
The data you have collated is not always correct or relevant and therefore you should find out what emails have not been delivered and remove them from your mailing list.
On the other hand you can see who has opted out of your mailing list, to ensure you are refreshing your data with new names to continue a successful growth rate.
Many of the emails on your list will naturally go 'bad' over time- refresh your data.
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