Are you using email marketing as part of your digital strategy? If the answer is no, it’s time to start.
While there are many innovative ways to market your brand to your target audience today, email marketing strategies are still the best and most effective way to do so. If you have the right strategy, prospects will become paying customers who value your brand.
This guide covers everything you need to know regarding email marketing and the best practices that can help your business generate leads.
As a reminder, you should never sign up for email lists. Prospects will either throw your content away or send it to their spam folders.
It also removes prospects’ freedom to opt-out of receiving emails. This will lead to a lower rate of opt-outs and poor brand-to-customer interaction. It is also illegal
Once you have a list of prospects, you have built organically from website traffic and member sign-ups, optimising your email list through lead scoring. This will help you filter out which prospects are opening your email and which ones are more worth your time.
By assembling this refined list, your brand will have a better chance of achieving higher conversion rates and greater returns on investment.
Once you have a list of prospects that is optimised, it’s time for the email to be created. While there are many ways to draft an email, these are our top tips to make your email stand out in the prospect’s inbox.
- In the subject line, name the offer. Make it interesting and fun so that your viewers are interested.
- The main message and call for action should remain above the fold
- Add your name and sign-off to personalise the message. Your viewers will love it.
- Keep your emails short and to the point. No one wants too many messages at once!
First, a subject line that includes your offer, promotion, or main announcement is more likely than not to grab attention. It gets to the point quickly and gives readers a reason to want to find out more. If the subject line says “25% off the entire site”, it is an example.
This line offers an incentive to buy with them. It will also decrease their opportunity cost. This will give you the feeling of “FOMO”. This will create fear of missing out and encourage readers to visit your website and shop.
This strategy is beneficial and makes it easier for readers to see the main message and call to action in the email. This is the information they see the first time they open the email.
Most people don’t open every email they receive and only read the content above the fold. If the text is interesting enough, they will want to read more. Now that you have their attention, the email’s contents are going to hold it. They will be able to decide if they want to become paying customers.
The study looked at users’ scrolling speed and attention spans. It revealed that 57% of page-viewers spend more time above the fold (information visible without scrolling).
Therefore, they can use this information to their advantage and ensure that the most important details are included at the top of this page.
Once you have figured out the best places to place your most important information, let’s now discuss elements that will make your email content more effective. Personal touches like a personal greeting or signature sign-off are our recommendation.
A greeting that includes the contact’s name will grab their attention as they are being addressed directly. A personalised greeting is not only a great way to grab their attention, but a signature sign off that proves that the contact is real also adds authenticity to the message.
The stronger the connection a customer makes with the brand, they will enjoy greater purchasing power. But, how can they make a connection with the brand? You must be authentic!
Last but not least, our last tip is to keep your emails short and simple. Nobody wants to spend more time reading an email than they have to.
It is important to keep the information visually appealing and to the point and summarise it in a compelling and easy-to-understand manner.
This will allow prospects to get the information they need to make a purchase decision. Don’t think too much about it. Quality is always better than quantity.
